The company calls their new shift in branding "The New Look of Authority," and it starts with the name itself. The brand shooters know as Federal Premium is now simply Federal.
Although Federal Premium is no longer the overall brand name, all Premium products are still active at the heart of the company.
Federal started the Premium line back in 1977 by doing something that was unheard of at the time. Rather than just load its own bullets into its centerfire rifle and handgun cartridges, Federal began using the top projectiles from companies across the industry and loading them to its own extremely tight specifications.
In essence, this produced handloader quality from factory ammunition, essentially changing the company--and the shooting sports industry--forever. And it's a concept the company continues and expands upon today with new 2019 centerfire ammunition loads with projectiles including the Barnes TSX and Berger Hybrid Hunter.
As the decades passed, Federal Premium products were introduced in shotshell ammo, rimfire ammunition, reloading, and muzzleloading categories--including game-changers like Black Cloud, Hydra-Shok, Prairie Storm, HEAVYWEIGHT TSS, and Gold Medal Sierra MatchKing.
"Federal Premium products are the absolute top-performing, most technologically advanced ones in every category," Vanderbrink said. "Whether you're hunting elk with Edge TLR, shooting a match with Gold Medal Berger, dropping ducks with Black Cloud, or defending your home and family with HST, Federal Premium delivers what nothing else can."
Federal remains on of the industry's leading handgun ammunition and rifle ammunition manufacturers and the new name, logo, and packaging are testament to the company's continuing progression.