World’s Favorite Assault Rifle, The AK-47, Is About To Undergo Massive Rebranding – Slogan Reads ‘Weapons Of Peace’


The Kalashnikov assault rifle, better known to the world as AK-47, is by far the most popular weapon on the planet. However, the country that makes these is about to completely overhaul its branding.

After enjoying the infamy of being among the most and easily recognizable faces of death and destruction the world over, Soviet-made Kalashnikov assault rifles – the most famous of which is the AK-47 – are being rebranded. Russia is trying to reinvent the AK-47 in a bid to match the weapon’s image with “fancy, fashionable, modern era.”

The Rebranding Exercise Will Include New Logo And A New Tag-Line Too
The Rebranding Will Include A New Logo And A New Tag-Line

As an answer to America’s early era M16, the AK-47 has made it into the hands of African children, who are being used as soldiers by the local warlords, Colonel Gaddafi’s armies, and the latest global terror threat, the ISIS. No one who has ever worked with an AK-47 can deny that it is a durable and reliable assault weapon: Bury it in sand for 20 years and it will fire smoothly when you dig it up, vouched Taliban militants.

Some may argue the sand-resistant AK-47 rifle isn’t standardized. Many find its rounds to be larger, and as a result, make the AK-47 harder to control when an operator fires at the fully automatic setting. It’s no wonder that western soldiers would gladly pick up modern-day lighter, more precise assault rifles as against the Soviet-era assault rifle. However, this doesn’t change the fact that the Kalashnikov may just be the most impactful engineering feat of the former Soviet empire, and is still the most widely circulated weapon in the world.

It is quite surprising that Russia is trying to rebrand the AK-47. Military suppliers speculate Russia is desperately trying to reassert its place as a militaristic superpower, and hence forcing the Kalashnikov Company to rebrand its most popular product. Officially recognized as Kalashnikov Concern, the company is Russia’s largest small arms producer. The company has outlined a new corporate strategy that has a roadmap spanning well into 2020, reported RT. Apparently, the company has already forked out over $380,000 to revamp and revitalize its brand image.

Along With The Rebranding, The Company Will Also Introduce New Products In The Military, Civilian And Sports Categories
Along With The Rebranding, The Company Will Also Introduce New Products In The Military, Civilian, And Sports Categories

As part of the massive rebranding exercise, the entire company, including the aging AK-47, will get a facelift, reported Sputnik News. The company plans to reintroduce its military, civilian, and sports brands into new and fresh light. Additionally, it will also start making and marketing a new line of survival wear and hunting knives.

Interestingly, the company is so dependent on the AK-47 that the new logo integrates the iconic curved clip of an AK-47 into a red K. But what’s more interesting is the new logo, which is intended to mean “Protecting Peace,” loosely translates to “Weapons of Peace” or “Weapons of the World” depending on the reader’s interpretation of the Russian word “mir.”

It is a rather apt description for a rifle making company whose flagship product, the AK-47, is unmistakably the most widely recognizable weapon on earth.

[Image Credit | Rostec State Corporation]

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