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, assuring customers the same high level of quality and service they have enjoyed previously. The move is in response to the demands of an increasingly competitive global marketplace, and to customer requests for integrated solutions, says the company. "Ultimately, combining SKF and Chicago Rawhide knowledge will create a stronger global SKF brand," said Per Jacobsson, director of marketing communications, SKF. "Our customers will benefit from the synergy of the world’s most experienced bearing and seal expertsworking together, sharing over 225 years of combined knowledge to provide effective solutions to industry’s continuing challenges." The most visible signs of Chicago Rawhide’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 befitting the advanced technology of the products inside. 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.