SKF is redefining its brand to better align with its evolving innovations, sustainability goals, and market leadership. The updated brand identity features a modernized logo, a fresher shade of blue, a new typeface, and more distinctive photography, making SKF’s presence bolder and more recognizable. As part of this transformation, SKF will enhance marketing support for distributors with a simplified and consistent distributor identity, ensuring greater visibility and clarity in the marketplace.
With a refreshed identity and a renewed mission, the company aims to not just reduce friction but actively fight it, driving industries toward smarter, more competitive, and energy-efficient solutions.
The brand update reflects its transformation into a future-ready company, helping it stand out in the industry, attract customers, and accelerate growth.
Rickard Gustafson, President and CEO, emphasized that the SKF brand represents everything the company does, including innovation, values, people, reputation, and future ambitions. He noted that the new identity is designed to strengthen SKF’s favourability among customers, employees, investors, and partners while staying true to its core purpose.
The revamped brand strategy builds on SKF’s historical, current, and future strengths, refining communication to tell a bigger story about the company’s contributions to sustainability and industry leadership. Per Nilsson, Director of Communication, highlighted SKF’s unique role in reducing friction across industries, from bicycles to high-speed trains, paper mills to washing machines, stating that SKF’s impact is more relevant than ever.
Rickard Gustafson reinforced SKF’s mission, stating, “Through almost 120 years of innovation, we’ve developed products and solutions that reduce friction. Now we’re taking it further—not just reducing friction but actively fighting it—to move the world forward and showcase the difference we make.”
With this dynamic rebranding, SKF is set to deepen its global impact, accelerate innovation, and strengthen its leadership in delivering sustainable industrial solutions, ensuring that more can be done with less in a rapidly evolving world.
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