I sure looks like a Hornady. I have quite a number of them and have been slowly replacing all my standard seating dies with them. Yes they are pretty much universal for caliber, NOT cartridge specific. About the only thing different is for length the bodies com in short and long for things like the 22H and 218 Bee compared to a Swift or 22-250. When setting them up be sure you don't set them too low hand have the crimp ring crush the case when seating a bullet.