Federal Ammunition, the world’s largest sporting ammunition manufacturer, has a new logo and packaging while also changing its name as part of a rebranding project.

Previously known as Federal Premium, the shortened name is part of what the company calls “The New Look of Authority." The initiative gives Federal a fresh, modern and simplified logo with a bolder font customized to show motion and cutting-edge technology. It’s derived from the original Federal logo but has a contemporary feel with the iconic Shockwave logo. The new packaging designs use this new logo and all have a cohesive look throughout the entire product line.

“The font inspires strength, heritage and forward motion, both in the technology of our products and the attitude of our employees,” Federal Ammunition President Jason Vanderbrink said.

The new design will make it easier for consumers and sales associates to quickly identify Federal products on the shelves. The Premium line is being reinvigorated with new products and a return to its iconic gold color.

“With so many ammunition options at retail, we made sure this packaging stands out and immediately communicates what we know consumers want to see,” Vanderbrink said.

All Federal products that have existed in its catalog will continue to do so within a revised structure and new overall packaging design. That includes proven favorites such as Federal Power-Shok, Top Gun, Speed-Shok, Fusion and American Eagle, as well as more recent additions such as Syntech, Train + Protect and Non-Typical.

Federal Ammunition will have the new logo and packaging samples on display in Booth No. 14551 at the 2019 SHOT Show, January 22-25 at the Sands Expo Center in Las Vegas, Nevada.