Hallmark

The new branding of the Hallmark Channel by Imaginary Forces is a brilliant composition that captivates the viewer. The logo itself is a 3D script font that is embossed on the background. It begins with flowers blossoming on a lavender background. The logo then snaps out to a full view and changes showing different palettes that could be used such as an obscure view of a wood grain table with dining wear on it. We then get a look at the same lavender background but with a bow tying animation. It then snaps to a line of chocolates being pushed by the left side of the screen with the title of a show and times. It snaps back to the lavender motif, which then zooms in and turns into a rose color as petals are scattered around it. As the beat snaps the color palette changes to display different possibilities for brand colors including brown, light purple, lavender, and rose. The screen then becomes frosty and snowflakes and icicles on the logo. We are zoomed into the K of Hallmark, which then snaps to show different motifs for different shows. These include a wood grain desk with a typewriter for Murder She Wrote, a canvas style background with a lizard crawling on it for Jack Hannah, and an army camo theme for the show Mash, among a few others. The screen continues to change and display an abundance of possibilities for other Hallmark Channel screens. The text that appears on a few includes Storytelling is our Hallmark, Love is our Hallmark, and Surprise is our Hallmark. It then spins back to the original lavender motif and ends.
The music that accompanies the branding is very well composed. The beat moves the animation forward and helps to grab the viewer. The images snap in correlation to the beat, which is a nice effect. Over all I feel that this pitch is very well designed. It illustrates the possibilities for the Hallmark Channel’s advertisements and does it very effectively. The different colors and small additions to each screen encompasses the feel of each individual show. I feel that this is one of the best qualities of this new brand design.