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Design Category
Brand and identity systems design, 2002
Design firms
Pentagram (New York, New York), Aurora Design (Niskayuna, New York)
Collection
(2003) AIGA 365: 24
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In 1991, Pentagram designed an identity for Mohawk that utilized traditional elements to signify the quality of its paper. Mohawk later expanded into papers for color digital printing, and marketed this line using a separate symbol. Quickly, however, it became clear that Mohawk needed to use one voice to speak to both aspects of its business. Pentagram was asked to redesign the Mohawk identity with a view to providing a more contemporary interpretation of the brand, but one that was rooted in its past. The new signature is based on the typeface Metro, originally drawn by the great American designer William Addison Dwiggins.