Kalashnikov Has A New Brand And A New Development Strategy For It's Famed Rifle

The AK-47 Softens Its Image -- Jason Karaian, The Atlantic

A rebranding promotes the world-famous killing machine as a "weapon of peace"

One of the most recognizable instruments of war is getting a makeover. Kalashnikov Concern, the company behind the ubiquitous AK-47 assault rife, unveiled a new corporate identity at a high-profile event in Moscow yesterday. A more stylized logo for the parent company was revealed, along with a somewhat Orwellian new marketing slogan—"promoting peace."

In the original Russian, the new corporate catchphrase can translate to "weapons of peace," an even more curious construction. The parent company’s military weapons unit, dubbed simply Kalashnikov, also got a new logo, one that, according to The Guardian, "looks more like the logo of a supermarket or chemist chain than that of an internationally renowned killing machine."

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More News On Kalashnikov's New Brand And Fashion Line

AK-47 maker Kalashnikov gives rifles makeover -- BBC
Arms dealer Kalashnikov’s image makeover: Selling ‘weapons of peace’ -- Washington Post
Kalashnikov relaunches... as a FASHION brand: Assault rifle company unveils plan to become as big as Apple - and rebrands its most famous asset as 'a weapon of peace' -- Daily Mail
Russia's Kalashnikov Unveils New Brand and Plan for World Domination -- Moscow Times
‘Kalashnikov: promoting peace and calm’ – notorious gun gets a makeover -- The Guardian
Kalashnikov rebrands its AK-47 killing machine as a 'weapon of peace' -- Verge
Russia Is Relaunching One of Its Best-Known Brands: Kalashnikov -- Bloomberg Businessweek
Kalashnikovs get new look to boost sales as Russian sanctions bite -- CNN
Kalashnikov's New Slogan? 'Weapons Of Peace' -- NPR
How The World's Top Assault Rifle Is Rebranding As A 'Weapon Of Peace' -- Gizmodo
Company rebrands the AK, calls it ‘Weapon of Peace’ (VIDEO) -- Guns.com
Kalashnikov Concern Launches New Brand -- Ammoland
Russian arms producer Kalashnikov to launch clothing brand -- ITAR-TASS
Russia’s Kalashnikov to launch fashion line -- France 24
Kalashnikov Concern Presents New Black and Red Company Logo -- Sputnik
The new CK: Kalashnikov unveils new brands, fashion range -- RT
Russian Arms Maker Kalashnikov Looks at Potential Sales in 50 Countries -- Sputnik
Kalashnikov Concern Nearly Closes Sales Gap Due to Sanctions: Rostec CEO -- Sputnik
Kalashnikov firearms: Past and present -- RT