Why Classic Evolved Its Logo and Visuals
First, a little history. You may know that Classic Firearms was started by a local enthusiast who set out to make high-quality, and in some cases hard-to-find, firearms available to the broader public at reasonable prices. Specifically, we got our start with physical mailers advertising military surplus and police trade-in firearms and taking phone orders. If you were looking for an older piece you could add to your collection, you could find it at Classic Firearms.
When we created our original website it was simple, but it was one of the earliest places you could purchase firearms online and it got the job done. As we grew, we wanted to put money back into the business to expand our offerings and celebrate what we love about firearms.
That's why we built our own warehouse to better organize inventory and process orders as quickly as possible. We also launched social media accounts, our blog, and a YouTube channel to share news, updates, and reviews about the latest and greatest firearms on the market.
Nearly four decades and millions of orders later, we’ve set the standard as America’s online firearms retailer, transforming the way people purchase firearms by making the process simple, convenient, and fast.
Over the past couple of years, we've seen the market change, especially following the surge of online orders during COVID-19. Our customers' expectations have changed too. At the same time, we realized just how far we’ve come since those early days in 1989. The way customers shop and interact with us today, as well as their expectations, is different from what it was just 10 years ago.
The Classic Firearms Timeline
Long-time customers may recall that Classic Firearms has used several different logos in the past. First, there was Brutus - our beloved mascot and the simple yet evocative logo for the original Classic Arms. Then in 2011, after Rick Jones purchased the business from Ben, we began operating as Classic Firearms. As a result, our logo changed to reflect our new name.
Finally, after using the first Classic Firearms logo for nearly a decade, we decided to modernize our look by revealing the sleek and minimalist CF logo you're all familiar with.
This year, we took a moment to reflect on the brand and how we want to present ourselves to the outside world. We realized that it was time to refresh our look so that it represents who we are as an organization, our values and what customers can expect from our brand. With this refresh, we are not only updating our look but also reaffirming our commitment to our customers in the best possible way.
Today, we’re proud to reveal the new look and feel of Classic Firearms.
What the New Look Represents
We want our brand to speak to everything we offer. Rather than focusing on some parts of our business, we need to showcase that the “Classic” brand has evolved into something bigger. Something that’s a more accurate representation of all the products we sell, the content we make and share, and the service that you deserve.
Our new look better reflects our attitude and what we’re able to offer you: simple access to an American tradition, friendly attitudes, and straightforward service. We want our logo to be a celebration of the lifestyle, culture, and traditions that firearms represent. It's a broader story that better represents our full catalog, our history, and our expertise, while also welcoming new customers.
Classic is who we are and what we value: meeting the needs of modern shooters who demand the most out of their gear without compromising our commitment to providing an authentic, world-class experience where we put the customer first.
What This Means for You
This update to our brand highlights how we’ve grown and improved as a company. It’s a statement that we’re dedicated to providing the best possible catalog of firearms online, so that we’re the destination for anyone looking for the latest releases as well as hard-to-find items. Here’s our commitment to you:
- You'll continue to find the same wide selection of new firearms, gear, and supplies, as well as classic models and military surplus, easily accessible online.
- We keep our best-selling, most in-demand items in stock at our own state-of-the-art local warehouse containing around 3,200 different SKU’s covering roughly 60% of our order volume. That means most orders ship within 48 hours and many orders for locally stocked items placed before 1PM EST ship the same day depending on the day of the week. Our full catalog features over 50,000 items shipping from partner warehouse located across the country.
- Classic Firearms remains privately owned and independently operated, with the same leadership and team behind day-to-day operations.
- We will continue to provide the same quality, industry-leading content that has garnered us millions of loyal followers and subscribers across YouTube and social platforms.
We’re just making it clearer that we’re about all things firearms — from the latest gear to in-depth reviews and helpful guides — with a look that honors our history while not being confined by it.
And this is just the beginning. We have other changes coming to ensure we’re providing you with the best products, customer service and user experience for decades to come. Keep an eye out for future updates and how we’ll ensure that Classic Firearms continues to be the best place to buy a gun online.
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