New larger format is designed to make paper specifying process clearer, and more inspirational for designers and printers
[Cohoes, NY – November 17, 2014] Mohawk, North America’s largest privately-owned manufacturer of fine papers, envelopes and specialty substrates for commercial and digital printing, announces a new series of redesigned swatchbooks that have been developed to make the paper specification process clearer, easier and more inspirational for designers, printers and paper enthusiasts.
The new Mohawk swatchbook series was developed by Hybrid Design of San Francisco to be both beautiful and inspirational, to get designers excited about using color and texture in new ways.
Hybrid’s design approach was akin to creating a wayfinding system. “Our number one goal was a good user experience. We are all familiar with navigation on digital devices or in public spaces, so it made sense to bring that thinking to the swatchbooks. The result is a tool that is easy to use by the seasoned specifier as well as someone spec’ing paper for the first time. The books needed to be clear to designers, merchants and printers, but also to their clients,” said Dora Drimalas, Principal, Hybrid Design.
“We recognized that everyone’s relationship to paper is different. Some want to get right to the details, while others may take their time and browse, discovering the feel of different color and finish combinations. These insights informed the information architecture of the books. A Quick Spec section allows you to see the array of options available to you, while Browse and Detail sections allow you to dive deeper and deeper respectively,” continued Drimalas.
Mohawk’s entire line of swatchbooks will be redesigned and rolled out throughout 2015, resulting in a total of nine new swatchbooks. The first to launch is a combined portfolio featuring Mohawk Carnival & Mohawk Via papers, which feature a variety of expressive colors and textures designed for both offset and digital printing.
Carnival + Via Swatchbook
The Carnival & Via lines have not changed, but the combination of the portfolios will give paper specifiers a fresh look at each grade. The Mohawk Carnival & Via swatchbook showcases a collection of multiple shades of white, a fresh palette of colors and ten distinctive textures. The entire range of Carnival + Via is also now FSC® Certified, so designers won’t need to choose between beauty and environmental responsibility.
“Carnival’s more conservative colors uniquely complement Via’s lively color palate, resulting in a colorway that spans several shades of white, and includes traditional colors like navy, forest green, as well as new brights like safety yellow and rhodamine red. It’s a one-stop shop for specifiers looking for stand-out colors and textures,” said Mohawk’s Bart Robinson, Senior Vice President, Marketing.
Bigger + Better
Measuring nine by six inches, the new swatchbooks are significantly larger than Mohawk’s previous collection. Each book features consistent branding, including similarly designed covers and colorful, eye-catching spines displaying the Mohawk logo, swatchbook name and a paper grade descriptor in vertical type.
The combined Carnival + Via swatchbook features a hefty, two-inch, bright orange spine and weighs in at two pounds.
Redesign Features: Quick Spec and Browse
This new swatchbook begins with a Quick Spec section on the left side of the inside spread. As its name suggests, Quick Spec provides a quick, organized overview of all colors, finishes and weights available within the paper grade. Waterfall features allows users to easily search by color, finish, weight, or printing technique, including helpful tips on choosing finish and basis weight.
“We believe the Quick Spec section will inspire designers, printers, merchants and everyone who specifies paper. The waterfalls feature a rainbow of colors, with many variations in the spectrum. It was designed to be both beautiful and inspirational; to encourage people to look at colors and textures in new ways, and to consider new applications for their use,” said Mohawk’s Chris Harrold, Vice President Business Development and Creative Director.
The swatchbooks utilize a new key system featuring solid black dot icons to indicate offset papers, a black dot with D icon to indicate offset and digital papers, and a black dot with DI icon to indicate offset, digital & i-Tone (HP Indigo friendly).
To the right of the Quick Spec section is the Browse section, which allows users to dive deeper into the specification process to identify finish, shade and weight. Each waterfall within Browse contains in-depth information about available colors and weights, including one sample of every shade available within each finish.
Browse features a broad range of unique finishes available in the Carnival & Via lines, organized alphabetically and designed to inspire specifiers:
- Cordwain (leather-like appearance)
- Felt (reminiscent of wool felts historically used in papermaking)
- Groove (wide linear pattern embossed in the sheet)
- Hopsack (burlap/homespun appearance)
- Laid (soft texture with a crisp laid pattern embossed in the sheet)
- Linen (including Premium Linen)
- Satin (silky-smooth surface)
- Smooth (elegant, highly printable surface midway between satin and vellum)
- Vellum (a toothy surface lending tactility)
- 25% Cotton (Cockle and Light Cockle reminiscent of traditional stationery papers)
Each distinctive finish is separated by tabs, clearly defined, with waterfall displays showing available colors and basis weights available within each finish. Charts located opposite the waterfall of papers contain details including basis weights, sheet sizes, recycled content, caliper, and sheets per carton.
The swatchbook ends with a Details section that shares important paper attributes that were previously only available separately in the Mohawk Code Book.
The Mohawk Carnival & Via swatchbook was produced by Fey Printing, Wisconsin Rapids, WI.
The new Mohawk Carnival & Via swatchbook is easy to order. Paper specifiers can contact their local paper merchants or place an order from Mohawkconnects.com.
Companion Piece: Mohawk Maker Quarterly
The recently released fifth issue of the Mohawk Maker Quarterly is printed on Carnival & Via papers, and designed to be a companion piece to the new Carnival & Via Swatchbook.
The Mohawk Maker Quarterly demonstrates how colored papers can enhance design, and showcases four color printing processes on colored papers as an affordable, high-impact way to enhance print jobs with more color.
To demonstrate the beauty and range of options available within Mohawk Carnival and Mohawk Via, the publication features 32 printed pages featuring a variety of colored papers and finishes, including:
- Mohawk Via Vellum Kraft 70 text (104gsm), pgs. 1-2, 31-32
- Mohawk Via Smooth Light Pink 70 text (104gsm), pgs. 3-4, 29-30
- Mohawk Via Smooth Light Blue 70 text (104gsm), pgs. 7-8, 25
- Mohawk Via Vellum, Sunflower 80 text (118gsm), pgs. 11-12, 21-22
- Mohawk Carnival Smooth Stellar White 70 text (104gsm), pgs. 5-6, 9-10, 13-14, 19-20, 23-24, 27-28
- Mohawk Carnival Blue Vellum 70 text (104gsm), pgs. 15-18
The publication’s finished size is 9.75 inches x 13.25 inches, and features short sheets (7.2 inches x 13.25 inches) showcasing beautiful colored papers including Mohawk Via Smooth Light Pink, Mohawk Via Smooth Light Blue and Mohawk Via Vellum, Sunflower.
The Mohawk Maker Quarterly issue No. 05 explores the influence of art and design on perception. It was designed by Hybrid Design and printed by Sandy Alexander, Inc., Clifton, NJ, using four color process, match metallic copper and spot dull varnish. Pages 15-18 (blue “Paper is Part of the Picture article) features four hits of white and four color process (UV inks). Page 10 features four color process plus a second black and match metallic copper duotone.
To view The Mohawk Maker Quarterly online or to sign up to receive an issue, visit www.mohawkconnects.com/cultureofcraft.
Mohawk is North America’s largest privately-owned manufacturer of fine papers and envelopes which are preferred for commercial and digital printing, photo specialties and high-end direct mail. Mohawk fine papers and envelopes include the signature brands Mohawk Superfine® and Strathmore®, as well as proprietary treatments Inxwell® and i-Tone®. With a culture of innovation, Mohawk’s business model now extends beyond paper manufacturing into new areas of growth, including digital substrates and web-based software platforms, which connect designers and printers to new markets.
As a leader in environmentally and socially responsible business practices, Mohawk was the first U.S. manufacturer of commercial printing papers to match 100% of its electricity with wind power renewable energy credits and the first U.S. premium paper mill to shift toward carbon neutral production. Mohawk’s portfolio of recycled papers is certified by Green Seal and the Forest Stewardship Council (FSC).
Mohawk is a fourth-generation, family-owned and operated business based in Cohoes, New York, with global sales and operations located throughout North America, Europe and Asia. For more information, please visit www.mohawkconnects.com.
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