Two years after the new branding for Crown Media’s Hallmark Channel rolled out, its film-focused network gets its new look along with a new name.
This October, Hallmark Movie Channel will become Hallmark Movies & Mysteries, and the channel unveiled its new logo (above) this Monday as a way to kick off the rebranding process.
Announced this March, the new name reflects Hallmark’s evolution with its recent foray into original programming, specifically mystery series. Crown also felt that by dropping “Channel” from its official name, it will be better equipped to adapt to the ever-changing realm of TV platforms, both linear and digital. This includes a new Mystery Wheels franchise, set to premiere on Hallmark Movies & Mysteries next year.
“Hallmark Movie Channel has evolved significantly over the past 24 months and it was time to refresh the network with a new name and logo that better embody its brand promise and programming mix,” said Susanne McAvoy, EVP of marketing, communications and creative for Crown Media Family Networks. “The reimagined brand will better identify the network as a wholly distinct destination from Hallmark Channel, while more fully realizing its potential for future growth in the rapidly changing multi-screen universe.”
The new logo was announced as Hallmark begins its “Christmas in July” programming on both Hallmark Channel and Hallmark Movie Channel.
Read more at Deadline.
Brief Take: Hallmark Movie Channel’s new name reflects an expanding focus for the network on mystery programming, but also an expansion on the Hallmark brand itself, as Crown uses yearly franchises such as “Christmas in July” for both network synergy and brand awareness.
[Image courtesy of Hallmark]
Tags: