Federal, the world’s largest sporting ammunition manufacturer and a brand of Vista Outdoor Inc., is rolling out a branding refresh that the company calls “The New Look of Authority,” which includes a new logo and packaging.

Federal’s new logo is 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. “We’re always looking ahead, driving to be the best.”

All Federal products will now have an exciting new look on its packaging. Using bold, eye-catching aesthetics, the 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 many exciting 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.

“It started almost a century ago with our founder, Charles Horn, and we’re proud to carry on that legacy today,” Vanderbrink said. “The New Look of Authority is here.”