Mohawk, the largest privately owned paper company in North America, have unveiled a bold new identity. Desinged by Pentagram partner Michael Bierut and associate partner Joe Marianek, the new identity and website are part of company wide reinvention to ‘thrive in today’s digital world’. The old identity (also designed by Pentagram in 2002), whilst clean and minimal, hinted at the companies heritage and seemed a good fit for a company producing ‘fine papers’. However, as times change, we must move with them and it seems a forward thinking identity fit the bill on this occasion.
Certainly, the vibrant colour palette and adaptable logo marque have given the brand a broader set of assets to apply across both print and digital marketing material. The new identity also adopts a more friendly feel, both through the logo marque and its playful application, which seems to have almost endless variations.
This identity is a bold and assured step forward by a well established company, who are clearly undaunted by the changing demands of the digital world and the way people view brands. Given the goal of thriving in the digital age, this identity is hopefully an indication that Mohawk will do just that.