The Hallmark channel has distinct characteristics of romance, connectedness and sweetness. The site is family orientated and many of their shows, films and content seem to be aimed at family centric people, most likely women from mid twenties to their middle ages.
The colour palette includes complementary colours of Pink paired with Teal and Red paired with Green. There is a general presence of summer as most of the imagery resemble flowers, bees and wind wheels.
This is an example of an animated Hallmark logo at the end of a movie premier on the Hallmark channel. The flowers twirl and spin as the bee flies across the screen leaving a trail that resembles sewing stitches. This simple and small element adds a quality of authenticity and homeliness to the brand.
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