Option A
On white
Reversed
A 1930s brush script. The closest match here to the lettering in the Hallmark logotype itself.
Storefront wordmark / for review
Eight directions for the Joy’s name alongside the Hallmark crown and logotype, narrowed down from a much longer list. Each one is shown twice: once in purple on white, and once reversed, which is how it would read on a dark sign face.
How to give feedback. Each option has a letter above it. Send back the one you prefer, using its letter, along with a line about what you like or would want changed.
Saying what you do not like is just as useful. "Too formal", "too thin to read from the parking lot", "the tail is too much" all move it forward quickly.
On white
Reversed
A 1930s brush script. The closest match here to the lettering in the Hallmark logotype itself.
On white
Reversed
Nostalgic brush with a stronger tilt.
On white
Reversed
Victorian flourished script. Ornate capitals, decorative and clearly of a period.
On white
Reversed
Perfectly circular geometry. Friendly, modern, very legible at a distance.
On white
Reversed
Franklin Gothic revival. Classic American storefront lettering.
On white
Reversed
Slightly rounded corners. Softer than most narrow faces.
On white
Reversed
Strong vertical stress. Sturdy and a little industrial.
On white
Reversed
Humanist and narrow, but still warm in the letterforms.