New Delhi,
26 March 2025: For over 100 years, SKF is recognized as a leader in products
and solutions that reduce friction.
Now, the company is stepping up its efforts, not just
reducing friction but actively
fighting it to move the world forward. The aim is to make industry smarter,
more competitive, and more energy-efficient, ultimately contributing to a more sustainable society
where more can be done with less.
To align
the brand with today’s offering
and values, SKF is making
subtle but significant changes to its brand.
The updated brand reflects the business SKF has become, helping the Group to
further stand out in the industry, attract more customers, and drive profitable
growth.
“Our brand is the
accumulation of everything we do – innovations, values, people, reputation,
communication and our desired future state. From a business perspective, we are
building favourability among current
and potential customers, employees, investors, partners, and beyond. It is a
way of earning our place in the world while staying true to our values and
purpose,” says Rickard Gustafson, President and CEO.
The new
brand strategy builds on SKF's historical, current, and future strengths,
refining communication to tell a
bigger story. This new direction
aims to bridge
the gap between SKF's
extensive impact on the world and public perception, which means highlighting
the Group’s commitment to innovation, sustainability, and industry leadership.
"Only a
few companies in the world can reduce friction like SKF. Wherever there is
rotation, we show up – from bicycles to high-speed trains, from paper mills to
washing machines. A fantastic position to have, but also an inspiring story still to be told.
We have been fighting friction
since 1907 and today it is
more relevant than ever before”, says Per Nilsson, Director Communication.
The refreshed brand identity
is bolder and more modern,
yet unmistakably SKF. It includes
a subtly redesigned logo, a
fresher blue, a new typeface, and more distinctive photography. As part of the
update, SKF will also provide better marketing support for distributors,
including a redesigned distributor identity that is simpler, more consistent,
and easier to recognize.
“Through almost 120 years of innovation, we’ve developed products
and solutions that reduce
friction. Now we’re stepping that up. Not just reducing
friction but actively
fighting friction to move
the world forward and telling the story about the difference we make,” says
Rickard Gustafson, President and CEO.
Facts
These updates
will be rolled
out over the coming year across new marketing and communications
materials, a refreshed website,
and other digital channels.
The logotype and other
assets with the new brand identity could be found brandhub.skf.com
We're fighting
friction to move the world forward
– SKF Explore the reinforced SKF brand