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Lifetime has unveiled a new logo, tagline — “Your Life. Your Time.” — and brand campaign heading into its upfront presentation next week. It mirrors similar move by E! Entertainment, which introduced a new logo, tagline and brand campaign at its upfront this week. Both cable networks are under new management following mergers. According to Lifetime, the new tagline “reflects how women value and experience time” through several brand spots. Thursday is “make it work time” with Project Runway. Tuesday is “mama drama time” with Dance Moms, and Sundays is “love time” with Jennifer Love Hewitt of The Client List. The conceptualization of the rebrand and new design was developed by Lifetime’s SVP Marketing Tim Nolan in partnership with creative design and production firm Leroy + Clarkson.
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FAIL. Sounds and looks terrible. Try again lifetime.
New logo, same shit programming.
Did you see that movie on Lifetime about that one chick?
What IS that thing? A pinball and a flipper? Why?
Who approved $ to be spent on that failed
exercise?!
Looks like a failed ying yang symbol to me. Or….something.
I like that they are trying to branch out but that new logo looks like someone found it in their grandparents attic…
Looks like a logo for a tampon. By design?
white sanitary towel on an orange bowling ball. next.
“Mama drama time…” Really Lifetime? I get that Dance Moms is a huge hit, but that tag line belongs on Oxygen. The logo looks bad too.
And more shitty movies that debut each week?
THATS TERRIBLE- LOOKS LIKE IT BELONGS AT WALMART / K-MART
If you look at it sideways, it’s sort of like a creepy one-eyed smiley face.
It looks Japanese.
Hate it!
How much time out of their life did their think tank spend to come up with that?
How ’bout… Lifetime… Time to get a life
Looks like someone found a design concept to go with the old joke – “Lifetime, television for women.. and gay men”
Is it an exclamation point or something a lot more sexual?
The logo was Clarkson’s idea.
Can they stop censoring words like “ass” and “hooker” on Fraiser now? I love having Frasier reruns available, but don’t like feeling like my Mom edited them.
Wait, so the network that gives us TV-MA handjobs on THE CLIENT LIST censors the word “hooker” from reruns of FRASIER? That’s rich.
Could this network and Nancy Dubuc be any worse? They’ve dumped good shows in favor of misogynistic trash that portrays women as hookers and shallow, awful stage mothers!
Yuck.
Wow…this beyond commentary. What on earth does the branding MEAN? It isn’t new branding so much as non-branding. This network…OY.
thoughts on this logo and how it connects to Lifetime’s audience
I’m an exclamation point. But I’m just too lazy to be excited.
Like the Lifetime Viewer.
Have you seen our programming slate? Hard to jump up for that.
I was trying to keep all those balls in the air. Except there was only one.
And that was still too much for me.
Like the Lifetime viewer.
I love Lifetime and its programming. But that is the WORST logo ever. What were they thinking?
My hypothesis on this new logo:
Men (who don’t even watch Lifetime) HATE it.
Women (devoted viewers) FULLY QUESTION it.
People with sympathy toward it say they would get used to it.
My conclusion: WON’T WORK WELL.
I OTHO kinda like it. Looks cool side ways like a odd smile on a T-shirt.
The Tao of Lifetime
Giant sperm, little egg. What does it mean?