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New Logo for Lifetime



Noted Feb. 27, 2017 by Armin

Industry / Entertainment Tags /


(Est. 1984) “As the premier female-focused entertainment destination, and most favorite and trusted network for women, Lifetime® offers the highest-quality programming with shows that are modern, sexy, exciting, daring and provocative. We provide viewers with a diverse selection of critically acclaimed, award-winning original movies, scripted dramas and unscripted programming, and are building on our heritage by attracting top Hollywood talent, including Eva Longoria, Heidi Klum, Whoopi Goldberg, Christina Ricci, Julia Ormond, Jenna Dewan Tatum, Heather Graham and Ellen Burstyn, to name a few.”

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Related links

2008 Brand New post
2012 Brand New post

Images (opinion after)
New Logo for Lifetime
Horizontal version.
New Logo for Lifetime
Stacked version.

This is the fourth logo for the channel in 10 years and all have been drastic changes. Yes, the programming has changed, which is natural, but it's not exactly a good sign to see this kind of lack of commitment to a logo that can be sustained over time. Also, none of the logos have been particularly good. The old one was sort of interesting because of the funky, groovy, curvy shapes but it was kind of random and the wordmark was awful and lacking any relationship. All logos have also been launched without any fanfare or ownership, which, although not a requirement, is kind of odd. The new logo is bland type in a bland circle. It doesn't say anything, at all, about… anything. About TV, or life, or women and it's not full-on hipster or minimal or elegant. It's just caught somewhere in graphic limbo.

The logo comes in two variations: a horizontal one where the full name is on one line, and a stacked one where "LIFE" and "TIME" are broken up and monospaced. Why? Who knows. The stacked version is relatively the most interesting as it at least strives to break up the norm but why not commit fully to it and have it be the only logo? They have a nice thing going with the aligning "I"s and "E"s and you can get past the different letterspacing in each line because you can see what they were going for but ultimately, there is not much of substance. Unfortunately, there is no on-air package to share, which might be the missing link in this mystery. Not that it matters because in four years they'll change again.

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On Horizontal Logo


On Stacked Logo

See what else happened on Brand New each year since publication began in 2006


Logo Before & After
Stacked Version

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