It might not mean much now but wait until I explain it…
In our new symbol you’ll see the outline for the “A” surrounded by a square. We felt this was a good literal translation of our name into a symbolic form: “A” + “Square” or “Ammo” + “Squared”.
But there is more to it than that.
You’ll notice how the A is not filled in – that was intentional because it does double duty as another symbol most of us gun owners know and respect – the Spartan symbol for “lambda” (the upside down “V”). The lambda has come to be known as shorthand for “Molon Labe” in the firearms community. Which if you don’t know already (tsk, tsk) is Greek for “Come and Take Them”. There is a whole history behind this saying that I won’t go into now. Honestly, every gun owner should be familiar with it, so if this is new to you go read about it now. I’ll wait…
So, in our new logo we have the lambda which represents gun ownership, or more accurately: a strong belief in the right of the populace to be armed and the willingness to stand up and fight for that right. This symbol is then extended and protected by the box: to us this represents the security and peace of mind our service provides gun owners as they seek to protect themselves and their loved ones. We help gun owners save for and secure the ammunition they need for practice, sport, hunting, and most important of all: self-defense.
All of that in one little symbol? Pretty cool, eh?
This brings me to our new tagline:
AMMUNITION THERE WHEN YOU NEED IT
This also speaks volumes in its short 6 word sentence.
This can be read two ways: On the one hand that we deliver regularly to our customers. Every month like clockwork for some customers, and at other intervals for others. Whatever your ammo accumulation and delivery strategy is, we won’t let you down. If you’ve timed your ammo to be delivered before a big hunting trip or pistol match, then we move heaven and earth to make sure you get your ammo when you need it.
The other aspect of “ammunition there when you need it” has to do with our long term storage: it is our promise to you that when you sign up for AMMOSQUARED and accumulate ammunition over time, we will store your ammo and deliver it when requested – either through our automatic triggers or a manual ammo request. In a nutshell: We keep your ammunition safe until you need it.
No matter how you read it, the combination of our simple and straightforward core beliefs, our mission statement, our tagline, and the symbolism in our new logo, AMMOSQUARED stands for something. Something important. Something good. And something powerful. AMMOSQUARED is changing the way people enjoy their hobby and protect their loved ones. We are excited and proud to offer so key a service to America’s gun owners!
(PS: you’ll soon start seeing the new logos turn up as swag in your box! We’re also working with a designer on some killer t-shirt designs! Stay tuned for that. More to come… ).