SKF offers free tattoo updates as the iconic brand gets a refresh

Rhea-AI Summary

SKF (SKFRY) has unveiled its first brand identity update since 1908, featuring a modernized logotype, vibrant blue color scheme, new typeface, and distinctive photography. In an unusual marketing move, the company is offering free tattoo updates to the first 100 people who have existing SKF tattoos. József Mézes, an SKF distributor from Hungary, has already received his updated tattoo design, marking his third SKF tattoo since 1994.

The offer is valid until July 31, 2025, and participants must register at skf.com/tattoo. While SKF allows customers to choose their own tattoo artists, they emphasize the importance of selecting certified professionals and adhering to local regulations.

GOTHENBURG, Sweden, May 6, 2025 /PRNewswire/ -- SKF has updated its brand identity to become more modern, confident and dynamic. Even the iconic SKF logotype has gotten a facelift, for the first time since 1908. However, it created some unforeseen consequences - for those who cares the most.

The SKF logotype has become a symbol of excellence in the industry, inspiring some individuals to permanently brand their bodies with it. To honour this dedication, SKF is offering the opportunity to update their tattoos to match the refreshed brand identity.

One of the first to embrace this offer is József Mézes, an SKF distributor from Hungary. Mézes, who got his first SKF tattoo in 1994 and another in 2023, has now yet again tattooed SKF with the new design, proudly placed above his heart.

"As an SKF distributor, I have always kept the company close to my heart. The key element to the company success is passion, brand loyalty and business ethics," says József Mézes.  

Video with Mézes.

The new brand identity is bolder and more modern, yet unmistakably SKF. It features a subtly redesigned logo, a more vibrant blue, a new typeface, and more distinctive photography.

"The SKF brand represents the culmination of everything the company does—products, people, values, innovations, reputation, communication, and our vision for the future. As the company embarks on this journey to the future, we take full responsibility for the impact of updating an iconic brand, even when it comes to supporting our fans, and that's why we are offering an update," says Daniel Sjöstrand, Head of brand and campaigns, SKF. 

How to update your tattoo

By registering on skf.com/tattoo, people with SKF tattoos can get up to date with the new brand. The offer is valid for the first 100 applicants until July 31. The applicants are free to choose their own tattoo artists, if they adhere to local rules and regulations.

Disclaimer

SKF offers a tattoo update to the first 100 adults that have an existing tattoo today and who agree to the terms of participation. SKF will not provide a tattoo artist, neither does SKF take accountability for the tattoo artist of choice - the receiver will have to choose their own, but SKF strongly urges participants to choose a certified tattoo artist in a safe environment and participation shall adhere to local rules and regulations.

Aktiebolaget SKF

      (publ)

For further information, please contact:

Press Relations: Karin Markhede, PR-manager, +46 707 58 87 30; karin.markhede@skf.com 

This information was brought to you by Cision http://news.cision.com

https://news.cision.com/skf/r/skf-offers-free-tattoo-updates-as-the-iconic-brand-gets-a-refresh,c4144956

The following files are available for download:

https://mb.cision.com/Main/637/4144956/3426273.pdf	SKF offers free tattoo updates as the iconic brand gets a refresh
https://news.cision.com/skf/i/skf-tattoo-01,c3405187	SKF Tattoo 01
https://news.cision.com/skf/i/skf-69,c3405188	SKF-69

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SOURCE SKF

FAQ

What changes did SKF make to its brand identity in 2025?

SKF updated its iconic logotype for the first time since 1908, introducing a bolder and more modern design that includes a subtly redesigned logo, a more vibrant blue color, a new typeface, and more distinctive photography.

How can customers get their SKF tattoos updated to the new logo?

Customers with existing SKF tattoos can register at skf.com/tattoo. The offer is free for the first 100 applicants until July 31, 2025. Participants must choose their own certified tattoo artists and comply with local regulations.

Who was the first person to get the new SKF logo tattoo?

József Mézes, an SKF distributor from Hungary, was one of the first to get the new logo tattoo. This marks his third SKF tattoo, with his first one dating back to 1994.

How long had SKF's previous logo been in use before the 2025 update?

SKF's previous logo had been in use since 1908, making it a 117-year-old design before the 2025 update.