Hallmark channel is dedicated to helping viewers celebrate life's special moments, and screens mostly heart-warming family films or romance comedy. The company started off promoting Christianity, but it went through several rebranding. As a part of American cable and satellite television network, the channel is well-established worldwide.
The first thing that I came across upon googling 'Hallmark idents' was this comment:
Some of their idents made in early 2000s does reflects the comment above, and they don't show the tone of voice of the channel. Especially in the one below made for their Latin franchise, with rapid motion graphics which does not allow the audience to digest what is being presented in the indents.
The UK channel had went a rebranding in 2010, using plum colour as their main colour palette. I like the simple concept of layering textures on top of the channel logo. It works better than the previous elaborate motion graphics done for its Latin channel. The tone of voice of the channel is clearly presented through the homely design, which sets up the mood to celebrate moments by giving the audience a sense of leisure.
Another ident made in for Hallmark Channel South Africa, showing effective design with simple effects. The two idents evidenced strong representation of the channel's tone of voice, although their moods differ. For instance, the first is cheerful, while the second is relaxing.
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