Posted to News on 5th Mar 2025, 14:00
SKF launches revitalised brand during its Authorised Distributor tour
For over 100 years, SKF has been recognised 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 company to further stand out in the industry, attract more customers, and drive profitable growth.
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 SKF's commitment to innovation, sustainability, and industry leadership.
"Only a few companies in the world can reduce friction like SKF," said marketing manager Ringo van Voorst. "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."
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 support for its authorised distributors, including a redesigned distributor identity that is simpler, more consistent and easier to recognise.
Recently SKF's Marketing and Distributor Development team has introduced the revitalised brand and identity to authorised distributors during the so called "Fighting Friction UK Tour 2025".
"Together we look forward and see how we can bundle our strengths and help our customers to be more cost effective, more profitable, more competitive and ready for a sustainable future," Ringo concluded.
