FN introduces bold new brand identity

FN has begun an exciting new chapter in its successful 135-year history with a bold new brand identity that exemplifies and solidifies the company’s leading position in the defense and security market.

The new identity builds on FN’s exceptional legacy and demonstrates the company’s global reach and its modern, innovative approach to defense and security. In a time of global uncertainty, FN is reaffirming itself as a dependable and trusted partner which addresses the challenges and opportunities our customers face, today and tomorrow.

While looking to the future, the new identity is a testament to the long history of industrial leadership that FN is known for and the esteemed brand that already resonates with global audiences.

FN’s new logo design brings greater clarity and stronger impact. FN’s iconic emblem – the intertwined ‘FN’ letters first introduced over a century ago – has long symbolised excellence and innovation for our customers and partners, and is now shown as a trademark to highlight the exclusive and distinctive character of the FN brand.

The new baseline, “Design differently”, reinforces this direction. It’s a confident statement that embodies FN’s new brand identity and its position as a leading innovator in the defence and security market.

Furthermore, it aligns with the company’s purpose to “empower those who serve, defend and protect us with the most dependable defence and security solutions”.

FN’s new brand identity has also been built on the foundation of three key values: Bold, Accurate, and Reliable. These values, which are deeply rooted in FN’s DNA, determine what customers expect from FN products and services, and guide all at the company.

With this stronger global brand, FN is ensuring greater consistency and recognition among our customers and partners, marking its evolution from a firearms manufacturer to a global solutions provider which empowers armed forces and law enforcement agencies in every mission. It also reaffirms its position as an industry leader.

Speaking to colleagues during the launch of the new brand identity, Julien Compère, FN’s CEO, said: “Today, in a changing world, our customers and partners expect us, more than ever, to contribute to their strategic autonomy, security of supply and new technological challenges. In this context, we have decided to refresh the identity of the FN brand. The aim is to reaffirm our commitment to our customers and partners around the world to meeting their current and future needs with the most dependable defense and security solutions.”

While brand identity has evolved, company names, contact details, VAT and banking information remain unchanged. Existing points of contact are unaffected. Visit FN Herstal and FN America to see more.