Crown Media Family Networks
A refreshed brand identity for a classic storytelling network.
Owned by Crown Media Family Networks, and part of the stable that includes the cable behemoth Hallmark Channel and Hallmark Movies & Mysteries, Hallmark Drama is the youngest channel in the Hallmark family.
It features a mix of well-known acquired series, like Little House on the Prairie, original drama series like JL Ranch and reality shows like Christmas Cookie Matchup - shows with classic storytelling at their heart.
A SUMPTUOUS COLOUR PALETTE
The colour palette was chosen to reflect the richness of the stories and emotions that are threaded throughout Hallmark Drama.
We used copper for the Hallmark Drama logo and key text, enabling both to pop and also adding a drop of sophistication to the channel.
A graphic transition, inspired by the opening and closing movement of curtains in a theatre, adds movement and flow.
We introduced two complementary type faces: bold Gotham to give stand-out to show titles; and the gentler Mrs Eaves for call to action and other navigational information.
USING THE LOGO TO STRENGTHEN THE CHANNEL
We created six logo IDs, each with a different deep, rich colour made from 3D textures that dazzle, glint and glimmer when hit by shards of light.