Kalashnikov: ‘promoting peace and calm’
Equipped with a shiny new logo and claiming its guns are “protecting peace”, the Russian weapons manufacturer Kalashnikov launched a major rebranding drive in Moscow on Tuesday. Kalashnikov Concern, a new overarching brand that includes the famed assault rifles as well as hunting and sports weaponry, paid a leading Russian agency to design a new brand and renew its worldwide image.
“The Kalashnikov is a Russian symbol that is known across the world,” said Alexei Krivoruchko, Kalashnikov’s chief executive. “The rebranding is a symbol of changes in the way our business works and our product lines that have been long in the making. The new brand will reflect our main principles: reliability, responsibility and technological efficiency.”