Pentagram designed the new identity of Mohawk flooring, a family business founded in 1931, North America’s largest privately owned manufacturer of fine papers and envelopes. The paper business has changed enormously in recent years, with revolutions in digital technology transforming the ways people use paper. To meet this challenge, Mohawk is leveraging connections in the digital, design and photo spaces to develop new web-based offerings. This week the company launches a dynamic new identity system designed by Pentagram’s Michael Bierut and his team that helps reinvent Mohawk for the digital world.
The new mark is based on the letter M. The logo serves as a monogram for the name Mohawk, but is also inspired by the papermaking process and the printmaking process, both of which involve paper moving around cylinders. The forms of the logo suggest paper rolls, printing presses and circuit boards, as well as the idea of connection and communication, the core functions of paper. “Whether it’s for a small book of family photos or a brochure for a giant corporation, it’s all about communication,” says Bierut. Applied to advertising, swatchbooks, brochures and ream wraps, the logo is a building block in a flexible branding system that includes more than a dozen color variations and countless patterns based on the mark.