Hallmark was established in 1966 by Joe Hall, an ex-employee of Mosrite. Hall was joined by fellow Mosrite luthier Bill Gruggett and together they launched the Hallmark Swept-Wing guitar - with a modern looking arrow head shaped body based on a sketch by Bob Bogle of the Ventures. The company was not successful, however, and went bankrupt in 1968. The Hallmark brand was revived in the late 1990s by luthier Bob Shade. Shade had an interest in the early Hallmarks and had befriended both Hall and Grugett who both became involved in the new Hallmark company. Hallmark now produces the original 1960s designs like the Swept-Wing and Stradette as well as newer designs.

Source: Hallmark History