New brand identity for Hallmark

For Hallmark, its brand is its most treasured asset.

Given that importance, Hallmark has chosen to take a careful and well-reasoned approach to managing its brand's identity. Its new brand identity - one that is warm, caring, authentic and inspiring - will be an important tool in achieving consistency. Hallmark wants people to know what Hallmark stands for and to recognise Hallmark when they see it.

The brand identity programme is not about changing the corporate name of Hallmark Cards, Inc. The corporation has a new corporate identity for consumer marketing that will affect the brand presented to consumer - one that is warm, caring, authentic and inspiring.

Plum and gold have been chosen as the colours for the brand. In research tests to determine consumer preferences, consumers consistently described the plum-and-gold colour scheme as classy, professional, warm, inviting and soothing, which is consistent with their impression of the Hallmark brand. Plum and gold were also described as up-to-date and modern. In retail tests, both in the US and the UK, consumers significantly preferred Hallmark displays that boldly featured plum-and-gold colour palettes.

Hallmark believes that the introduction and continued presence of the brand colours of plum and gold in association with the consumer marketing logo and in the retail environment will be a key long-term element in building a global brand identity system and global consumer recognition.

Locally, the Hallmark new brand identity programme coincides with the taking over of the Hallmark shops by Iggy Zammit. Mr Zammit commented that he was eager to start implementing the new Hallmark brand identity in his outlets over the next few months and agreed that this would help the public choose Hallmark over other competitive brands.

Hallmark in Malta offers a wide range of cards, gifts and novelties and is definitely the market leader. The Hallmark shops are conveniently situated at The Strand, Sliema (tel: 2132-2495) and on Freedom Square, Valletta (2125-1963).