Looking to refocus its brand, Hallmark Channel will debut a new tagline, its first in three years.
The line, "The Heart of TV" celebrates the 11-year-old network's core values, which are "life-affirming, celebratory and quality programming that families come together to watch again and again," stated Susanne McAvoy, executive vice president of marketing and creative services for Crown Media Family Networks, parent company of the Hallmark Channel
She says the new tag captures the essence of what Hallmark Channel does best: "heartfelt, aspirational programming that evokes a wide range of emotions and responses."
In 2008, Hallmark used the tagline "Make Yourself at Home."
The older-skewing independent network group launches the effort on-air on October 1, with sneak peeks on social media beginning Sept. 17. Hallmark says the brand's redesign will work with new originally scripted shows, which will also launch around the same time.
On October 1, Hallmark will debut a new block of daytime programming, consisting of “Marie," a daily one-hour talk show hosted by Marie Osmond. Also, there will be “Home & Family,” a two-hour program hosted by Mark Steines and Paige Davis.
The Hallmark logo won't be changing -- it will remain with its script font style, similar to one its Hallmark Cards sister company uses. Hallmark says the new tagline will come to life on screen with a new style and colors.