Like most recognisable brands, they need to move with the times.

This is no different for the symbol of death and destruction…the Soviet-made Kalashnikov assault rifles, most famously, the AK-47.

With Russia brazenly trying to reassert its place as a militaristic superpower, the Kalashnikov company is also rebranding.

According to VICE:

Already the top assault rifle producer in the country, Kalashnikov said not all of its new weapons line would share the same visual brand we’ve come to recognize in the AK-47, AK-74, and AKM assault rifles. The new military/police weapons line will have a new logo that integrates the iconic curved clip of an AK-47 into a red K.

The AK-47 is possibly the most recognizable weapon on earth. So much so that it found its way onto a national flag, and a Miami rapper’s face.

It will be interesting to see what route they take creatively, one thing is for sure, it is going to be a tall ask rebranding such a polarising symbol.

For more read VICE