What Went Into the Decision
Classic Firearms has come a long way since starting as a small business that sold firearms at gun shows and over the phone. Today, we offer a massive catalog of over 50,000 diverse products, including many of the latest and most popular releases. At the same time, our YouTube and social channels have grown exponentially over the years, building a trusted reputation for covering the latest news and releases. When we looked at how far we have come, we wondered if it was time to update our brand to better represent who we are.
We first took a look at our customer base and how we were operating. What we saw were a few simple truths that told us it was time for a refresh:
- Our social channels had evolved much faster than our retail website, resulting in a disconnect between the two experiences
- Our audience had greatly expanded over the years, bringing in many more first-time buyers and casual owners than those purchasing for collections
- Our customers weren’t familiar with all of our offerings, so we needed to bring more attention to our massive catalog of firearms beyond the military surplus and police trade-ins
So, we knew we had to shift the focus of what we were about as a company to ensure that all potential customers were aware of breadth of products we offered. We also needed to connect our different channels to make it clear they’re all part of the same “Classic” family. One of the first steps was to update our visual identity.
What the New Logo Says About Classic Firearms
A good logo tells you what the company is about. If our update was going to represent our company and communicate what we’re about, it needed to be clear and bold.
When we reviewed different ideas and designs, there was one that really stood out. It felt timeless, representing our history as one of the earliest online firearms retailers. It felt strong and solid, highlighting our expertise and trustworthiness within the industry. It felt American, reflecting our culture, heritage, and commitment to freedom and liberty. And it felt like the values we've always stood on: put the customer first, treat people the way we'd want to be treated, deliver on what we promise, and stand behind every sale. It highlighted the kind of relationship we want with our customers, and the feeling we want our customers to have when dealing with Classic Firearms.
Most of all, it just felt right.
When people think of Classic, we want them to think of us as guides and enthusiasts — people who love firearms and are excited to help others find their perfect gun. We want to be just as welcoming to a first time buyer as to longtime collectors. And, we want everyone to know that we offer one of the widest ranges of firearms, gear, supplies, and content online. This logo hit all the marks. It’s Classic!
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