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Mohawk Paper Launches New Branding

Mohawk Papers has launched a new initiative to revamp the fourth-generation, family-owned business. 

“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 Mohawk Chairman & CEO Thomas D. O’Connor, Jr.

The effort includes the launch of a new brand and a new Website at MohawkConnects.com. The new brand was conceived by Pentagram, Mohawk’s primary brand agency for more than two decades. The logo is meant to communicate a sense of connection with designers and brand owners. Mohawk’s previous logo was unveiled in 2003.

Mohawk will also be streamlining its product offering by reducing its SKUs by roughly 50 percent, most of which the company attributes to redundancies caused by acquisitions over the past five years

“This is the first wave in a holistically conceived solution that recognizes the relationship between experiencing the nuances of papers — starting with color and finish — and keeping the focus on simplicity, what the customer needs when they need it,” said Michael McGinn of Design Office, creator of a new product selector for Mohawk.

“For customers who already know Mohawk, the product line is a simpler and clearer presentation,” said O’Connor. “For customers who are new to Mohawk, the system makes the process of choosing papers effortless and engaging.”

The company has created a series of videos to highlight the new direction for the company under the theme of “What will you make today?” 

Mohawk was founded in 1931 in upstate New York by George O’Connor when he acquired the Frank Gilbert Paper Company. The company recently expanded with the purchase of Strathmore and Beckett brands from International Paper, as well as SMART Papers in 2009. In 2011, the company acquired Bravo Solutions, a supplier of specialty synthetic and paper substrates. The company has also opened sales offices in Asia, Europe and Latin America.