Kalashnikov Concern, a part of Rostec State Corporation, has launched its new brand, as part of a rebranding of its corporate brand initiative.

It has been designed to help the producer of small arms, with its 95 per cent share of the Russian market, to position its products more effectively within Russia and abroad, said a statement.

The rebranding also refreshed ‘Kalashnikov,’ a combat weapons brand; ‘Baikal,’ a hunting weapons brand; and ‘Izhmash,’ a sporting weapons brand.

The rebranding was done by Apostle Center for Strategic Communications, one of Russia’s three largest communication agencies.

As part of the new development strategy, Kalashnikov Concern is modernising production and the model line-up, strengthening current sales markets, expanding to new markets and increasing its dealer network.

Aleksey Krigoruchko, chief executive officer, said: “AK is one of the Russian symbols that are truly recognisable around the world. We can be as proud of the graphic execution of this brand as we are of engineering and design of its real life prototype.

“The rebranding symbolises business structure and product line changes that were long overdue. The new brand combines the three core values of the Concern - reliability, responsibility, and technology. I am confident that while working on improving quality and production efficiency, expanding sales markets, we will not only preserve but also multiply the legendary fame of the international ‘Kalashnikov brand.’

The rebranding has been done while preserving the key ideology and the historic legacy of the brand and also taking into account the perception of the brand among its target audiences.

Tina Kandelaki, CEO, Apostol Centre for Strategic Communications, said: “Kalashnikov is a legendary weapon known around the world. Kalashnikov is one of the national symbols for our country. This is why we implemented the rebranding for the Concern with pride and with the feeling of responsibility. We’ve set the goal of surpassing Kalashnikov equivalents among the world’s leading weapon manufacturers, while treading very carefully and conservatively, not to upset the fundamental values of the legendary weaponry tradition.

“I believe that our team of professionals has completed the task set before them, and managed to convey through the language of symbolism and visual solutions a contemporary image of the Concern. This comprehensive rebranding stresses all competitive advantages of Kalashnikov.”

The total cost of all works performed for this rebranding was 20 million Russian roubles ($378,218), which includes brand research and analysis, creation of a new brand platform, new design and brand book.

A new product naming system for all weapon models manufactured by the Concern has also been created. The new brand will become the basis of advertising campaigns, dealers’ retail designs for Kalashnikov products, as well as the foundation of an apparel and accessories line, said the statement.

The corporate branding of Kalashnikov Concern reflects the latest world trends. The new logo is made of two colours - black and red, and it is a merger of two "Ks" - Concern (spelled “Koncern” in Russian) and Kalashnikov.

The new logo is also a visualisation of a fundamental operating principle for all firearms – a bullet shooting out of a barrel,  which is a uniting symbol for all product brands of the Concern. Designers also drew a parallel with the national flag of Udmurtia, which has an identical colour pallet. - TradeArabia News Service