MRO Magazine

SKF to absorb Chicago Rawhide brand name

Elgin, IL -- In response to the demands of an increasingly competitive global marketplace and to customer requests ...


Industry

April 8, 2005
By MRO Magazine
MRO Magazine

Elgin, IL — In response to the demands of an increasingly competitive global marketplace and to customer requests for integrated solutions, the Chicago Rawhide brand, predominantly known as CR throughout North America and around the world, is transitioning to SKF.

Effective immediately, the Chicago Rawhide brand will begin its transition into the SKF mono-brand structure, part of the company’s goal to create one global, universally recognized SKF brand.

The products, employees and facility locations will remain unchanged.

“Ultimately, combining SKF and Chicago Rawhide knowledge will create a stronger global SKF brand,” said Per Jacobsson, director of marketing communications, SKF.”

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The most visible signs of CR’s transition into SKF will be reflected in product packaging, printed materials and signage. Beginning in June 2005, SKF will transition to new packaging that carries a prominent blue and red SKF product brand mark in place of the CR logo.

Most of the new packaging will include four-colour CAD-generated illustrations. Packaging for seal products will carry an updated and modernized green colour, providing a visual link to products previously sold under the CR brand. Certain well-known product names, such as Scotseal and Speedi-Sleeve, will remain in the SKF product mix.

For more information, visit www.vsm.skf.com.