According to Pentagram, the new identity focuses on bright, bold color and forms based on the logo. The M, with or without the name Mohawk, appears in different colors and configurations that can be extended in countless ways depending on the application and intended audience, emphasizing the company’s desire to connect with its customers. “We wanted to show a company that has been around as long as Mohawk has is still capable of changing the way it looks the next time you see it, and the time after that and the time after that,” says Bierut. “Color is a great way to do that.”
Photo courtesy of Pentagram.