Crown Media Family Networks today debuted the new look and logo for Hallmark Movie Channel’s imminent re-brand to Hallmark Movies & Mysteries. The brand repositioning, which will launch across digital and linear platforms on October 1, follows by two years the brand redesign for sister network, Hallmark Channel. The name change was announced in the spring.
Hallmark Movie Channel’s new name and logo design emphasize the network’s evolution, Crown Media said, as it plants its flag in the mystery genre. In addition, by dropping the word “channel” from its name, the network says it’s is better positioned for long-term growth in a rapidly changing landscape that includes traditional linear, as well as digital platforms.
“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, executive vice president 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 network’s programming slate will include three Mystery Wheel movie franchises, debuting in 2015.
Hallmark Movie Channel, the second linear channel from Crown Media Holdings, Inc., simulcast in SD (Standard Definition) and HD (High Definition), is available in 54 million homes; the 24-hour digital cable network telecasts a mix of classic theatrical films, and presentations from the Hallmark Hall of Fame library.