We believe:

That our products and services must enrich people’s lives and enhance their relationships.
That creativity and quality -- in our concepts, products and services -- are essential to our success.
That the people of Hallmark are our company’s most valuable resource.
That distinguished financial performance is a must, not as an end in itself, but as a means to accomplish our broader mission.
That our private ownership must be preserved.

The values that guide us are:

Excellence in all we do.
Ethical and moral conduct at all times and in all our relationships.
Innovation in all areas of our business as a means of attaining and sustaining leadership.
Corporate social responsibility to each community in which we operate.
These beliefs and values guide our business strategies, our corporate behaviour, and our relationships with suppliers, customers, communities and each other.