SKF Revamps Brand Identity to Enhance Stakeholder Engagement and Value
For more than a hundred years, SKF has been recognized as a pioneering force in products and solutions designed to minimize friction. As the industrial landscape evolves, SKF is not merely content with reducing friction but is actively engaging in initiatives that propel progress in various sectors. The company aims to enhance the smarts, competitiveness, and energy efficiency of industries worldwide, fostering a sustainable future where maximized output coexists with minimized resource input.
In a bid to modernize its image and better reflect its core principles, SKF is introducing notable updates to its brand. These adjustments aren't just cosmetic; rather, they serve to represent the transformation the company has undergone, making it more visible and appealing to a wider audience while paving the way for sustainable growth.
Rickard Gustafson, President and CEO of SKF, encapsulates the essence of this brand evolution: “Our brand is more than just a logo; it embodies our innovations, values, people, reputation, communication, and our vision for the future. It's crucial for fostering trust and loyalty among customers, employees, investors, and partners alike.”
The new brand orientation is rooted in SKF's historical strengths while also addressing contemporary expectations. By refining their messaging, SKF aspires to close the gap between its substantial global impact and how the public perceives it. The updated approach highlights SKF's commitment to innovation, sustainability, and leadership in the industry.
Per Nilsson, Director of Communication at SKF, adds, “Few companies have the capability to combat friction quite like SKF. We're present wherever there is motion – from bicycles and high-speed trains to washing machines and paper mills. This positions us uniquely within the market, and we have a compelling narrative that reflects our journey against friction since our inception in 1907, which is more pertinent today than ever.”
The refreshed brand identity is bolder and more contemporary, yet retains the essence of SKF's longstanding legacy. Key features of the update include a subtly redesigned logo, a revitalized blue color palette, a modernized typeface, and more engaging imagery that resonates with modern aesthetics. Additionally, SKF is committed to enhancing marketing support for its distributors by simplifying and standardizing distributor branding, aiming for a more cohesive and recognizable identity.
As Gustafson emphasizes, “After nearly 120 years of innovation, our focus extends beyond merely reducing friction; we are on a quest to actively combat it and propel the world forward, sharing the transformative impact of our efforts.”
Over the coming year, SKF will roll out these updates to new marketing and communication materials, a revamped website, and various digital channels, ensuring that the brand stands out in all spheres of engagement. The new logo and other brand assets will be available for viewing at brandhub.skf.com.
In summary, SKF is taking significant strides not only to enhance its market presence but to also contribute meaningfully to a sustainable global economy. The company is reasserting itself as a crucial player in the industrial sector, pushing the narrative that they are not just part of the industry, but significant changemakers in reducing friction and fostering progress. With these enhancements, SKF is poised to engage stakeholders more effectively and drive substantial growth across various fronts—truly fighting friction to move the world forward.
In a bid to modernize its image and better reflect its core principles, SKF is introducing notable updates to its brand. These adjustments aren't just cosmetic; rather, they serve to represent the transformation the company has undergone, making it more visible and appealing to a wider audience while paving the way for sustainable growth.
Rickard Gustafson, President and CEO of SKF, encapsulates the essence of this brand evolution: “Our brand is more than just a logo; it embodies our innovations, values, people, reputation, communication, and our vision for the future. It's crucial for fostering trust and loyalty among customers, employees, investors, and partners alike.”
The new brand orientation is rooted in SKF's historical strengths while also addressing contemporary expectations. By refining their messaging, SKF aspires to close the gap between its substantial global impact and how the public perceives it. The updated approach highlights SKF's commitment to innovation, sustainability, and leadership in the industry.
Per Nilsson, Director of Communication at SKF, adds, “Few companies have the capability to combat friction quite like SKF. We're present wherever there is motion – from bicycles and high-speed trains to washing machines and paper mills. This positions us uniquely within the market, and we have a compelling narrative that reflects our journey against friction since our inception in 1907, which is more pertinent today than ever.”
The refreshed brand identity is bolder and more contemporary, yet retains the essence of SKF's longstanding legacy. Key features of the update include a subtly redesigned logo, a revitalized blue color palette, a modernized typeface, and more engaging imagery that resonates with modern aesthetics. Additionally, SKF is committed to enhancing marketing support for its distributors by simplifying and standardizing distributor branding, aiming for a more cohesive and recognizable identity.
As Gustafson emphasizes, “After nearly 120 years of innovation, our focus extends beyond merely reducing friction; we are on a quest to actively combat it and propel the world forward, sharing the transformative impact of our efforts.”
Over the coming year, SKF will roll out these updates to new marketing and communication materials, a revamped website, and various digital channels, ensuring that the brand stands out in all spheres of engagement. The new logo and other brand assets will be available for viewing at brandhub.skf.com.
In summary, SKF is taking significant strides not only to enhance its market presence but to also contribute meaningfully to a sustainable global economy. The company is reasserting itself as a crucial player in the industrial sector, pushing the narrative that they are not just part of the industry, but significant changemakers in reducing friction and fostering progress. With these enhancements, SKF is poised to engage stakeholders more effectively and drive substantial growth across various fronts—truly fighting friction to move the world forward.
Topics General Business）
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