Russian Prime Minister Dmitry Medvedev once called Kalashnikov, the maker of assault rifles used in wars around the world, a "national brand every Russian is proud of."
Now it's getting a rebranding.
Kalashnikov Concern, as the Siberian manufacturer of the AK-47 is now known, unveiled new logos and slogans such as "protecting peace" at an elaborate news conference in Moscow on December 2.
Women in body-hugging outfits toted trademark curved magazines featuring a red-and-white letter K logo, part of a makeover that comes as the company struggles to increase revenue despite a big setback from U.S. and EU sanctions over Russia's actions in Ukraine.
Sergei Chemezov, head of Russian Technologies, a state corporation with a controlling stake in Kalashnikov, said he hoped the new brand would become as well known as Apple worldwide.
The AK-47's inventor, Mikhail Kalashnikov, died last year at age 94.