SKF has unveiled a fresh, modernized brand identity, marking the first update to its iconic logotype since 1908. The updated design aims to reflect a more dynamic, confident, and contemporary image for the company. However, the changes have led to an unexpected response from some of the brand’s most dedicated followers.
The SKF logo, a symbol of excellence in the industry, has inspired many individuals to permanently etch it onto their skin. In recognition of this deep commitment, SKF is now offering to update these tattoos to align with the company’s newly refreshed identity.
One of the first to take advantage of this offer is József Mézes, an SKF distributor from Hungary. Mézes, who first tattooed the SKF logo in 1994 and again in 2023, recently had the new design inked above his heart.
“As an SKF distributor, I’ve always kept the company close to my heart. Passion, brand loyalty, and business ethics are at the core of SKF’s success,” Mézes said.
The updated brand identity features a subtly redesigned logo, a vibrant new blue color, a modernized typeface, and updated photography. According to Daniel Sjöstrand, SKF’s Head of Brand and Campaigns, the new look reflects the company’s evolving vision for the future.
“The SKF brand represents everything we do—our products, people, values, innovations, reputation, and communication. As we look to the future, we take full responsibility for the impact of updating such an iconic brand. Supporting our loyal fans, including those who have branded their bodies with the SKF logo, is part of that commitment,” Sjöstrand explained.
SKF’s offer underscores the company’s dedication to its brand community, ensuring that even those with tattoos of the previous logo can proudly showcase the updated design.
Related topics: