SKF Unveils Brand Refresh to Enhance Market Position and Stakeholder Value

Swedish bearing and seal manufacturer SKF has launched an updated brand identity aimed at increasing stakeholder value and better reflecting its current business operations. The company, known for products that reduce friction, is now positioning itself as actively fighting friction to advance industry and sustainability.

The brand refresh includes subtle but significant changes, featuring a redesigned logo, a fresher blue color scheme, new typography, and more distinctive photography. SKF will also provide enhanced marketing support for distributors through a simplified and more recognizable distributor identity.
"Our brand is the accumulation of everything we do -- innovations, values, people, reputation, communication and our desired future state," said Rickard Gustafson, President and CEO of SKF. "From a business perspective, we are building favourability among current and potential customers, employees, investors, partners, and beyond."

The company's new brand strategy aims to bridge the gap between SKF's global impact and public perception by highlighting its commitment to innovation, sustainability, and industry leadership. Per Nilsson, Director Communication, noted that the company holds a unique position in the market, serving industries ranging from bicycles to high-speed trains and from paper mills to household appliances.

Founded in 1907, SKF has evolved into a global leader in bearings, seals, lubrication systems, and condition monitoring solutions. The company operates in approximately 130 countries with around 17,000 distributor locations worldwide. In 2024, SKF reported annual sales of SEK 98,722 million and employed 38,743 people globally.

The brand updates will be implemented gradually over the coming year across marketing materials, the company website, and other digital channels. SKF has made brand assets with the new identity available on its brand hub website and has released videos explaining the brand reinforcement.