We all know that certain brand names are recognized worldwide. They carry with them an image of high quality, technically advanced solutions, modern design, etc. These brands represent strong identities, and the companies behind them attract customers, skilled employees and media attention. This in turn means more fame and an even more powerful brand. Invariably, behind these success stories lies considerable product development and design work, with extremely careful attention paid to the brand name and what it stands for.

A unifying idea behind all industrial design is the development of solutions ­­– products and services – that take into consideration both functional and aesthetic demands and that are based on the actual needs of the end user. For design to generate a strong brand, a company must establish multifaceted qualities for goods, services, processes, the working environment, sustainability and benefits – for the individuals as well as for its target audience.

During 2005 SKF introduced a new identity programme, which is ongoing. Without intruding on the well-known name of the SKF Group, the design of the brand has been adjusted to better fit what SKF represents today – a global knowledge engineering company. And behind this progress there is continual technological development, new solutions, the provision of knowledge to customers, high ethical standards in the work environment and a way of growing that is ecologically sustainable.

In this edition of Evolution we offer you examples of the development of new products and packaging, the ideas behind them and also more general thoughts on industrial design. Our advertising demonstrates the new SKF identity.

Enjoy your reading!