In 1949, with World War II over, with the economy returning to peacetime status, with shortages beginning to recede, with Americans anxious to get on with normal lives, Joyce Hornady started a new business. The nation was optimistic, and Hornady was especially optimistic. He knew there were thousands of shooters who wanted what he'd wanted: accurate, deadly, dependable bullets they could afford to reload. "Accurate, deadly, dependable" described his products so well that it became the new company’s first advertising slogan.
Just as quality had always been highly prized within the company, so, too, was innovation. It took new form in the early 1960s with the first major change of bullet design the company had undertaken. While the bullet catalog now ranged from .22 caliber to .45 caliber, all spire points retained their traditional conical point shape. The ballistics lab supported experimentation that led to the secant ogive spire point shape common to all pointed bullets currently.
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