Mohawk Unveils New Logo / Brand
Thursday, April 19, 2012
Press release from the issuing company
Mohawk, formerly Mohawk Fine Papers, has a new logo. The new M is the centerpiece of a dynamic branding system created for Mohawk by Pentagram, to signal the dramatic changes underway as this 81 year-old company reinvents itself to thrive in today’s digital world.
THE NEW MARK
A MARK FOR A DIGITAL COMPANY IN A DIGITAL WORLD
When Mohawk was exclusively a papermaker, the logo was primarily visible on advertising, swatchbooks, brochures, and ream wraps. Today, Mohawk does much more online and off. “There are situations where the logo functions as more of an ingredient, an ‘endorsing brand,’ like in the case of Felt & Wire [http://www.feltandwire.com] and other digital media enterprises,” said Bierut. “For these online experiences, Mohawk should not be the headline, but something supporting a larger experience. We are in a world where a lot of things depend on apps, so having a logo that can be reduced to a button and that works adjacent to a URL and so forth is important.”
“Mohawk needed a symbol — a reducible thing that can work with the name ‘Mohawk’ but also stand alone. This time, the identity needs to function in many, many more ways than the first and second times we had approached this,” he said. Pentagram redesigned the Mohawk logo first in 1991 and again in 2002.
NEW MOHAWK COLORS: EXPRESSING CHANGE AND CHANGEABILITY
THE MOHAWK BRAND SYSTEM
This fluid, evolutionary approach to branding meets another strategic need for Mohawk. “We have a history of working with many design studios,” said Mohawk’s Laura Shore, SVP, Communications and Innovation Strategy. “Pentagram has always done our branding, but we like to bring in the best person or team for any given project, whether it’s VSA Partners, AdamsMorioka, CarboneSmolan, Volume Inc., Tomorrow Partners, or a local partner like Aurora Design. So the system needed to inspire and engage other designers — and yet provide a sort of vision map at the same time. Pentagram understands that, embraces that, and they’ve created a toolkit that encourages experimentation.”
The changing nature of Mohawk’s brand architecture is now visible via the work of recent Mohawk design partners, such as San Francisco-based Hydrant, charged with creating the brand experience for MohawkConnects.com and Michael McGinn Design Office, the firm that designed and engineered Mohawk’s primary specification system and related tools. “Nothing excites me more than seeing the early brand strategy work conducted by Nucleus Branding begin to unfold in the market. And nothing could be more important at this point in Mohawk’s evolution as a company,” said Shore.
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