Leading seal brand rebranding

15th May 2020

Leading seal  brand rebranding

NOWHERE TO HIDE The new branding on Chicago Rawhide seals stays true to SKF's traditional blue colour for bearings and green colour for seals

Bearing and rotation specialists SKF has introduced a new packaging design for its vehicle aftermarket products, more so its sealing solutions provider Chicago Rawhide seals.

Inspired by Chicago Rawhide’s 140th anniversary in 2018, SKF decided to relaunch the Chicago Rawhide seals brand as a pure product brand within the SKF portfolio.

Chicago Rawhide became a well-known supplier of seals to a variety of industry segments, including automotive, industrial, truck and marine markets.

The company was acquired by SKF in 1990 and the brand was eventually retired in 2007. Since then, Chicago Rawhide has maintained high brand recognition in the market where many channel partners still use the Chicago Rawhide name.

The SKF packaging design stays true to the company’s traditional blue colour for bearings and green colour for seals. It incorporates graphic elements that pay tribute to the long company history and SKF’s areas of expertise.

The focal point of SKF’s new design is a zoomed-in graphic of its iconic wheel bearing.

“The success of SKF vehicle aftermarket products is rooted in aspects that remain universally important – a commitment to quality, longstanding technological expertise and a true sense of customer service,” says SKF technology development manager Andre Weyers.

“Our new design highlights these values in a modern and dynamic way and reinforces SKF’s position as the leading brand for aftermarket products within our category,” he concludes.