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SHOT Show 2015: Burris Optics Launches New Brand Look and New Website

January 22, 2015  | 

Burris, known for its riflescope technology, has unveiled a dramatic new look at SHOT Show 2015 as part of a complete rebranding effort. With the rebranding comes a new logo, redesigned packaging, distinctive product branding, and a modern, responsive website. The Burris brand’s dramatic new look and feel has been designed to encourage customers to embrace the hunting and shooting lifestyle and, as its new tag line suggests, “Find What Matters.”  

Utilizing the latest in responsive technology, the new Burris website has been engineered to enhance the customer’s browsing experience whether on a mobile phone, tablet or desktop computer. The new website includes expanded product and reticle information, dynamic photography, exciting videos, and intuitive search tools. Plus, a sophisticated Ballistics Calculator program will launch in early 2015, allowing customers to perform ballistic reticle analysis on Burris reticles, order custom knobs, program their Eliminator riflescope, and build a custom dope card. The result is a website with modern functionality to ensure every customer can easily find the perfect Burris optic.

“We’re confident that our brand now better communicates the passion everyone in our company has for the shooting sports,” said Burris General Manager Dale Pratt. “We are not only optics experts, we’re hunters and shooters as well. We believe our rebranding will allow us to provide our customers with the information they need to embrace the sport we love. Our new website will make it easier to educate our consumers on precisely the right Burris riflescope or sight to ensure success, shot after shot, for a memorable hunting and shooting experience.”

To view the new website and the large selection of Burris riflescopes, sights, and mounting accessories, visit

About Burris Company,

Founded in 1971 and headquartered in Greeley, Colo., Burris Company offers a complete line of premium optics, including riflescopes and sights for hunting, competition, and law enforcement; plus handgun scopes, spotting scopes, mounts and accessories.

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