For more than a century, SKF has been a recognized leader in products and solutions designed to reduce friction. Today, the company is evolving its approach, not just minimizing friction but actively combating it to drive progress. SKF’s goal is to make industries smarter, more competitive, and energy-efficient, contributing to a sustainable society where greater results are achieved with fewer resources.
To better align its brand with its current offerings and values, SKF is making strategic updates to its identity. The refreshed brand reflects the company’s evolution and aims to enhance its presence in the market, attract more customers, and support profitable growth.
“Our brand represents everything we stand for—our innovations, values, people, reputation, and future aspirations. From a business perspective, it helps us build strong relationships with customers, employees, investors, and partners. It’s how we earn our place in the world while staying true to our core values,” said Rickard Gustafson, President and CEO of SKF.
The new brand strategy builds upon SKF’s historical strengths and future potential, refining its messaging to tell a broader and more compelling story. The updated approach is designed to bridge the gap between SKF’s significant global impact and how the company is perceived, emphasizing its commitment to innovation, sustainability, and leadership in the industry.
“Few companies in the world have the ability to reduce friction like SKF. Wherever rotation occurs—whether in bicycles, high-speed trains, paper mills, or washing machines—we are there. This is a remarkable position, but also one that still has an inspiring story to tell. We’ve been fighting friction since 1907, and today, it’s more important than ever,” said Per Nilsson, Director of Communication.
The newly updated brand identity is bolder and more modern while maintaining SKF’s core recognition. It features a subtly redesigned logo, a refreshed shade of blue, a new typeface, and more distinctive photography. As part of the update, SKF will also enhance marketing support for distributors, offering a simplified, consistent, and more recognizable distributor identity.
“After nearly 120 years of innovation, we have developed products and solutions that reduce friction. But now, we’re stepping it up. We’re not just reducing friction; we’re actively fighting it to help move the world forward and telling the story of the difference we’re making,” added Rickard Gustafson, President and CEO of SKF.
SKF is a global leader in the design and manufacturing of bearings, seals, lubrication systems, and other related products, providing solutions for various industries such as automotive, aerospace, industrial equipment, and energy. Founded in 1907 in Sweden, the company has grown into a trusted name in the engineering sector, known for its high-quality products and innovative technologies that improve the performance, reliability, and efficiency of machinery and equipment.
SKF’s commitment to sustainability and operational excellence is reflected in its wide range of products designed to reduce energy consumption, increase productivity, and extend the lifespan of machinery. With a strong global presence, SKF continues to lead the industry by offering comprehensive services and solutions that meet the evolving needs of its customers worldwide.
