Hallmark is the greeting card and gift company founded in Kansas City, Missouri, in 1910 by Joyce Clyde Hall, who began selling picture postcards from two shoeboxes after arriving in the city as a teenager. The company adopted the Hallmark name in 1928, and in 1954 the corporate name was officially changed from Hall Brothers to Hallmark Cards, Inc. [1] [2]
Design and History
The Hallmark identity centers on a five-point crown placed above the company’s script-style wordmark. The crown was introduced in 1949, replacing an earlier torch and shield symbol. The distinctive five-point crown and Hallmark signature type became a registered trademark in 1950. [3] [4]
The crown design is credited to Andrew Szoeke (1893-1969), an artist and designer who worked with Hallmark and conducted master classes for the company’s greeting card designers. Szoeke’s version of the crown logo has remained in use by Hallmark for more than six decades. [5] [6]
The crown motif references the hallmark symbol used by London goldsmiths dating back to the 1300s, a mark that certified the quality of precious metals. This connection aligns with the company’s slogan, “When You Care Enough to Send the Very Best,” introduced in 1944 by marketing executive Ed Goodman. [7] [2]
The crown has also lent its name to company ventures. Kansas City’s Crown Center commercial complex is named for the Hallmark logo, and the company’s retail network operates under the Hallmark Gold Crown name. [7] [8]
Meaning and Symbolism
The crown functions as a visual pun on the word “hallmark,” which historically denoted an official mark of quality stamped on gold and silver. The symbol’s association with quality certification is reinforced by the company’s long-standing slogan about sending “the very best.” [7] [2]
Typography and Design
The Hallmark wordmark uses a cursive, handwritten-style letterform that accompanies the crown above it. The signature-style typography and crown were registered together as a trademark in 1950. [4] [3]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
