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A lively 100-year-old

In 1907, Sven Wingquist – the man behind the hugely successful self-aligning ball bearing – founded SKF. A decade later, the company was known all over the world – and still is. Over the years, SKF has expanded its portfolio to include seals, lubrication and services, but ball bearings remain its flagship product.

Insight

Today, SKF provides service, maintenance and engineering expertise on every continent. Add to that sales offices in 70 countries, as well as some 15,000 distributors, and it is easy to see why brand clarity and consistency are paramount.

Creation

A close inspection of the SKF brand, and how it’s used at key touchpoints, revealed the need for a revamp of the visual identity. The new design, with strict guidelines for all printed material, exhibitions, web and mobile applications, is both accessible and sophisticated. And an absolute must for a technology and service company on the sharp edge of progress.

The logo, a throwback to the early days, remains the keystone of the visual identity.

A new digital portal, designed solely for SKF’s guidelines, ensures the best possible user access.

Change

The facelift has rejuvenated the SKF brand, and makes it a lot easier to communicate. A lighter, friendlier expression has helped transform an industrial giant steeped in tradition into a service provider in step with the times.

What we did

  • Brand portfolio strategy
  • Design applications
  • Design implementation
  • Design platform
  • Digital service design
  • Digital strategy