SKF, one of Sweden’s largest industrial companies and global bearing manufacturers, is giving its brand a little TLC in the shape of an update to better emphasise its core expertise in innovation and optimise its identity for digital contexts. In collaboration with the design agency NORD ID at NORD DDB, SKF has returned to its visionary beginnings, mining its original logo, created in 1908, for inspiration.

“Our mission is to reduce friction and get the world moving a little more smoothly, and this needs to be reflected in our identity. We want to progress from a static expression to communicating constant development and innovation – and thereby secure our position as a leading player in the industry for at least another 100 years,” says Daniel Sjöstrand, Head of Brand Strategy at bearing manufacturer SKF.