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GOTHENBURG, Sweden, May 6, 2025 — SKF has modernized its brand identity to project a more contemporary, confident, and dynamic image. The well-known SKF logo has also been updated for the first time since 1908. This refresh, however, has had some unexpected consequences, especially for the company’s most ardent supporters.

The SKF logo has become a symbol of excellence within the industry, inspiring some to permanently mark themselves with it. To acknowledge this dedication, SKF is providing an opportunity for these individuals to update their tattoos to align with the refreshed brand identity.

József Mézes, an SKF distributor from Hungary, is among the first to take advantage of this offer. Having received his initial SKF tattoo in 1994, followed by another in 2023, Mézes has now once again tattooed the new SKF design, placing it proudly above his heart.

“As an SKF distributor, I’ve always held the company dear. Passion, brand loyalty, and ethical business practices are key to the company’s success,” states József Mézes.

The revamped brand identity is bolder and more modern while still retaining its recognizable SKF character. It includes a subtly redesigned logo, a brighter shade of blue, a new font, and more striking photography.

“The SKF brand represents everything the company embodies—our products, people, values, innovations, reputation, communication, and our vision. As the company moves forward, we recognize the impact of updating an iconic brand, especially on our dedicated fans. That’s why we are offering this update,” says Daniel Sjöstrand, Head of brand and campaigns, SKF.

Individuals with existing SKF tattoos can register on [website address – missing from original text] to align their tattoos with the new brand. This offer is available to the first 100 applicants and ends on July 31. Applicants are welcome to choose their preferred tattoo artists, provided they adhere to local laws and regulations.

Disclaimer

SKF is offering a tattoo update to the first 100 adults who currently have an existing tattoo and accept the participation terms. SKF will not provide a tattoo artist, nor is SKF responsible for the tattoo artist chosen. Participants must select their own artist, but SKF strongly advises choosing a certified tattoo artist in a safe and regulated environment, adhering to all local rules and regulations.

Aktiebolaget SKF

      (publ)

For further information, please contact:

Press Relations: Karin Markhede, PR-manager, +46 707 58 87 30;  

This information was provided by Cision.

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