AK-47 maker Kalashnikov gives rifles makeover

Bs_logoImage
Press Trust of India Moscow
Last Updated : Dec 03 2014 | 5:51 PM IST
Kalashnikov assault rifles, popular with terrorists and national armies in Asia and Africa, have been given a makeover and a new logo by its Russian manufacturer that has dubbed them as "weapons of peace".
Equipped with a shiny new logo, the Russian weapons manufacturer Kalashnikov launched a major re-branding drive here yesterday.
The Siberian weapons maker paid more than USD 380,000 for the re-branding campaign, the Russia Today reported.
The new Kalashnikov logo is a "CK" written in black and red and melded into a single block. The abbreviation stands for Kalashnikov Concern, as the producer now calls itself.
The colours were borrowed from the flag of Udmurtia in western Siberia, the region hosting Kalashnikov's main facilities, the company said in a statement. The logo is accompanied by the company's name written in Russian.
The firearms producer also has a new slogan, or rather two different slogans. In English, it is "Protecting Peace" but in Russian it translates as "Weapons of Peace" or "Weapons of the World," depending on which meaning of the Russian word "mir" is used.
The company is also branching out into fashion, launching a line of branded survival gear.
The firm, which relies heavily on the export market, is among the targets of Western sanctions imposed over Russia's role in the Ukraine conflict.
The Kalashnikov, or AK-47, is one of the world's most recognisable weapons. The gun is relatively cheap as well as easy to manufacture and maintain, contributing to its popularity with terrorists and national armies in Asia and Africa.
It is believed that more than 100 million Kalashnikov rifles have been sold worldwide. The inventor of the rifle, Soviet Lt-Gen Mikhail Kalashnikov, died last year.
The company unveiled new logos across its these three product lines - Kalashnikov for the Russian and foreign militaries; Baikal for civilian hunters; and Izhmash for sportsmen - and promised to target new markets, including South America, Asia-Pacific and Africa, to offset the damaging loss of the US civilian arms market.
"A brand is a considerable asset for any leading company, although we have a long way to go to Apple's USD 100 billion brand," Rostec CEO Sergei Chemezov told RIA Novosti. "I hope Kalashnikov will become as recognised and valuable."
Kalashnikov hopes the new strategy will allow it to become the most popular weapons maker in the world by 2020.
Subscribe to Business Standard digital and get complimentary access to The New York Times

Smart Quarterly

₹900

3 Months

₹300/Month

SAVE 25%

Smart Essential

₹2,700

1 Year

₹225/Month

SAVE 46%

Super Saver

₹3,900

2 Years

₹162/Month

Subscribe

Renews automatically, cancel anytime

Here’s what’s included in our digital subscription plans

Access to Exclusive Premium Stories

  • Over 30 subscriber-only stories daily, handpicked by our editors

Complimentary Access to The New York Times

  • News, Games, Cooking, Audio, Wirecutter & The Athletic

Business Standard Epaper

  • Digital replica of our daily newspaper — with options to read, save, and share

Curated Newsletters

  • Insights on markets, finance, politics, tech, and more delivered to your inbox

Market Analysis & Investment Insights

  • In-depth market analysis & insights with access to The Smart Investor

Archives

  • Repository of articles and publications dating back to 1997

Ad-free Reading

  • Uninterrupted reading experience with no advertisements

Seamless Access Across All Devices

  • Access Business Standard across devices — mobile, tablet, or PC, via web or app

More From This Section

First Published: Dec 03 2014 | 5:51 PM IST