Hallmark is adding a new store concept to its network of Hallmark Gold Crown stores. According to the company website, HMK is a store where you don't only shop, but create, personalize and learn.
The HMK logo differentiates the new concept from Hallmark Gold Crown stores, while staying true to the Hallmark brand. The logo incorporates their trademarked crown, but a simplified word mark solution and typeface indicates that consumers can expect something new.