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Role
Logo Design + Creative Direction
Challenge
Develop a new wordmark for Hallmark for the rebranding of its new streaming media channel—Hallmark Mystery. This mark must utilize a full Hallmark logo with the affiliated crown. Adding to this challenge, the final deliverable must maintain its readability and function across the myriad media formats and scales of the brand.
Develop a new wordmark for Hallmark for the rebranding of its new streaming media channel—Hallmark Mystery. This mark must utilize a full Hallmark logo with the affiliated crown. Adding to this challenge, the final deliverable must maintain its readability and function across the myriad media formats and scales of the brand.
Solution
A winning logo derived from a subtle manipulation of the Trebuchet typeface and incorporation of the legacy magnifying glass icon. The magnifying glass is not only a great mnemonic device that can stand in for the brand but also maintains and builds on Hallmark's prior investment in the original Movies and Mysteries brand. It is a flexible and useful emblem that readily adapts to motion graphic animations and works as the smallest of avatars for social media. This wordmark which borrows from both geometric and humanist sans serif type is optimized for legibility at scale. One insight when designing this mark was the importance of manipulating the “y” letterforms to create a very short descender height for alignment with the magnifying glass icon that allows for an extremely compact overall lockup.
A winning logo derived from a subtle manipulation of the Trebuchet typeface and incorporation of the legacy magnifying glass icon. The magnifying glass is not only a great mnemonic device that can stand in for the brand but also maintains and builds on Hallmark's prior investment in the original Movies and Mysteries brand. It is a flexible and useful emblem that readily adapts to motion graphic animations and works as the smallest of avatars for social media. This wordmark which borrows from both geometric and humanist sans serif type is optimized for legibility at scale. One insight when designing this mark was the importance of manipulating the “y” letterforms to create a very short descender height for alignment with the magnifying glass icon that allows for an extremely compact overall lockup.
This project went live on March 6, 2024.
