ASELSAN, the Turkish defense electronics company founded in 1975, introduced a significantly redesigned logo and a new corporate motto in May 2026, timed to its 50th anniversary. The rebrand was announced as part of a strategy to strengthen the company’s global brand image and reflect its ambitions for international leadership.[1]
Design and History
The new logo marks a departure from the previous identity, which featured the company’s name prominently. The updated design is a symbolic emblem rather than a typographic wordmark.[2] According to the company’s official announcement, the modern design symbolizes ASELSAN’s rise on its path toward global leadership.[1]
The redesign was unveiled by ASELSAN General Manager Ahmet Akyol, who stated that the company repositioned its 50 years of engineering experience with a global brand vision.[3] The new identity was accompanied by the motto “Securing Beyond,” which emphasizes the company’s focus on security technologies that operate across multiple domains and environments.[4]
Meaning and Symbolism
The company’s official statement details several symbolic elements in the new logo:
- A curved arc at the base of the logo represents the world.[1]
- An upward-pointing arrow rising from the horizon emphasizes global leadership and the company’s accelerating presence across seven continents.[1]
- The arrow is shaped as an abstract “A,” referencing ASELSAN’s original emblem and signaling that this rise is built on solid foundations.[1]
- The arrow’s tip extends beyond a heptagon (seven-sided shape), a key element of the company’s corporate identity. This detail references the concept of “beyond,” communicating that ASELSAN goes beyond known technologies in every field it operates in.[1]
The company stated that the new emblem “speaks the same language” as the heptagon, which has been the main element of its corporate identity.[5]
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