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FOR RELEASE: July 26, 2002
COHOES, NY – Mohawk Paper Mills has announced
the launch of a new collection of swatchbooks intended to unify the
Mohawk brand and to improve usability for designers. Mohawk's swatchbooks
have been completely redesigned for the first time since 1995. This
launch coincides with the introduction of Mohawk's new identity.
New Mohawk Identity
Designed by Pentagram and introduced in 1990, the Mohawk logo is a familiar
presence at industry events. By 2000, however, the company was beginning
to face an identity crisis. Its signature and logo had been conceived
to express the values inherent in traditional uncoated text and cover
papers, such as legendary Mohawk Superfine. And though these papers are
still Mohawk's core business, the company was moving aggressively into
the emerging market for color digital printing. Because the identity palette,
including the classic Baskerville typeface, Indian engraving and kraft
colors didn't communicate color, speed, precision, technology, and momentum,
the mill created a separate mark for its digital lineup.
"Early on the digital and offset printing worlds were quite distinct,"
commented Laura Shore, Mohawk's Creative Director. "And it made sense
to be very focused in our communication." While this approach worked for
a time, it was clear by 2000 that things would have to change. The digital
and offset printing markets were converging. Mohawk's mantra, "for all
the ways you print" was more relevant than ever. Traditional sheetfed
printers were buying digital presses. Digital printers were buying offset
equipment. "We needed to speak to both audiences with one voice," says
Shore.
The new identity and logotype, created and designed by partners J. Abbott
Miller and Michael Bierut at Pentagram, and launched at the national
AIGA conference in March, is Mohawk's attempt to bring the different
sides of its brand personality together. "The intent was to articulate an identity
that was connected with the traditional values of craft and humanity but
fearless in the face of change," Shore says. The new metro typeface is
legible, stylish and memorable. "I like the fact that the typeface for
the new mark was hand drawn by an American designer on the cusp of modernism.
In a way it embodies the kind of transition we are experiencing in the
graphic arts industry."
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"What appealed to me was a
word as great as 'Mohawk' with the M, K, and W. In the Metro
font, the letterforms are crisp, defined and beautifully geometric."
— J. Abbott Miller, partner, Pentagram, NY |
New Mohawk Swatchbooks
Mohawk's new swatchbooks, whose covers were designed by Pentagram, are
the first attempt to let the spirit of the identity infuse a major project.
The collection projects an aura of dignity and sophistication, a rare quality
in the increasingly chaotic world of paper specification. Pentagram's Miller
describes the swatchbooks as "serene, refined, confident, understated
and clear."
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"The beauty happens when the
imagery surrounds the paper. We removed a square [on the front
of the books] to show you the beautiful element underneath it
all."
— J. Abbott Miller, partner, Pentagram, NY |
Each swatchbook features dramatic imagery selected
from internationally renowned fine art photographers. "The restrained elegance of the new swatchbook
series plays off against a portfolio of lush photography," says Miller.
"The swatchbooks and the identity are both concise, dramatic and confident.
This new collection is a step away from a highly promotional tone and
instead, represents a step into the editorial realm at a time when designers
are striving to bring more content and meaning to their work."
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"Designers love books and
are avid collectors. So part of our impulse was to make this
be another beautiful collection for Mohawk's bookshelves. The
swatchbook is a tool but it can look like great fiction, too."
— J. Abbott Miller, partner, Pentagram, NY |
The equally elegant swatchbook interiors, designed
by Jennifer Wilkerson, Aurora Design, offer improved functionality
with enhanced accessibility, print demonstrations and paper samples.
According to Shore, "Jennifer
has been working with Pentagram's swatchbook templates for years. For
the first time we involved her up front in the development of the interiors.
The results are both visually stunning and wonderful information design."
Mohawk's intent was both to amplify the company's brand and to allow each
of the books to dramatize the differences between the individual products.
According to Shore, "We ultimately focused on the fact that we make the
highest quality papers for designers. Our goal was to make beautiful,
interesting, and useful swatchbooks that would live up to the quality
and reputation of our premium white papers."
Mohawk is early in the process of implementing the new identity. "It will
gain depth and complexity over time as it is woven into projects and processes," says
Shore.
For Samples and Information
The first two swatchbooks, including Navajo® and Superfine
are available in October. Options® and Satin 2.0 swatchbooks
will be available later this year. For more information, call your local
Mohawk distributor, visit www.mohawkpaper.com
or call 1-800-the mill ext. 6419.
Mohawk Paper Mills, Inc. is a leader in the manufacture of premium printing
papers. From its flagship grade, Mohawk SuperfineTM, through
proprietary Inxwell® products, Navajo® and
Options®, Mohawk has engineered its papers to provide optimal
performance for sheetfed, web and digital printing.
Press Information:
Client Contact:
Laura Shore
Mohawk Paper
518.233.6208
shorel@mohawkpaper.com
Agency Contact:
Pam Williams
Williams and House
860.675.4140
pwilliams@williamsandhouse.com
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