New York, NY --April 19, 2002 -- Increasingly diverse markets, both at home and abroad have led Mohawk Paper Mills to update its corporate identity for the first time since 1991. The new logo is a confident rendering of a classic American typeface and combines traditional quality with the spirit of innovation for which Mohawk (Booth #1824) is known.
"Mohawk’s new logotype is an evolutionary step, which allows us to bring our ‘conventional’ and ‘digital’ identities together," said Craig Slemp, Senior Vice President Marketing/Business Planning. The new logotype is designed to work in a wide range of settings and applications and to appeal to Mohawk’s many different audiences: paper distributors, graphic designers, printers, and corporate end users. It will soon begin appearing on advertising, corporate correspondence, packaging, marketing materials and trade show displays.
According to Abbot Miller of Pentagram Partners, in New York City, who designed the new logotype, "Our research showed that a key element of Mohawk’s success is their ability to balance two potentially contradictory attributes: tradition and innovation. Our goal was to create a new identity that would capture the powerful combination of these two values."
Mohawk Papers Mills, Inc. is a leader in the manufacture of premium printing papers. From its flagship grade, Mohawk Superfine, through patented Inxwell products, Navajo and Options, Mohawk has engineered its papers to provide optimal performance for offset sheetfed, and web as well as for digital printing.
WhatTheyThink is the global printing industry's leading independent media organization with both print and digital offerings, including WhatTheyThink.com, PrintingNews.com and WhatTheyThink magazine versioned with a Printing News and Wide-Format & Signage edition. Our mission is to provide cogent news and analysis about trends, technologies, operations, and events in all the markets that comprise today’s printing and sign industries including commercial, in-plant, mailing, finishing, sign, display, textile, industrial, finishing, labels, packaging, marketing technology, software and workflow.