Mohawk Rebrands, Launches New Website and Identity
Mohawk, the largest privately-owned manufacturer of fine papers and envelopes for commercial and digital printing in North America, launched a new company brand this week. In addition to shortening the name from Mohawk Fine Papers, the company debuted a new website and logo. "Today, we are making bold changes across every aspect of our business with the launch of multiple customer-facing initiatives that provide tangible evidence of the company's vision and new experiences for customers," said Thomas D. O'Connor, Jr., company chairman and CEO.
Mohawk's new web site, MohawkConnects.com, integrates e-commerce into all dimensions of Mohawk's online activities, and offers a personalized experience for customers and trading partners. "This is the beginning of a revolution in the way we do business and who we do business with. As we get closer to all of our customers, we are rapidly evolving the kind of experience we have with them both online and off," O'Connor said.
Mohawk's new technology and operations initiative, the Unified Service Delivery Platform, allows each customer to choose how and when they want to do business with Mohawk and provides them with a frictionless path to do so, fully transforming the delivery of all consumer and business applications to any place and device.
The launch of MohawkConnects.com is the customer's first introduction to Mohawk's vibrant new brand designed. Michael Bierut, who leads the Mohawk brand team at design firm Pentagram, said, "The logo is a monogram for the name Mohawk. It's based on the letter M, but it's also constructed to evoke the papermaking process and the printing process, both of which involve paper going around cylinders."
The logo also speaks to the basic idea of connection, which is what Mohawk paper is designed for, "Whether it's for a small book of photos featuring your niece and nephew or for a giant global corporation—it's about communication," he said.