Lifetime’s New Logo Is Its 11th in 28 Years: See How They Evolved From ‘Yuck’ To ‘Meh’

lifetime

Lifetime Networks is trying to move away from its image as the purveyor of movies for women in which the husband always has a dark secret, and has unveiled a new logo (right) and tagline, “Your life. Your Time.”Lifetime president 

Nancy Dubuc, told the Hollywood Reporter, “You only have one shot to do this … It’s not like you can go out and put a stake in the ground and claim a brand position and redo your on-air look every two years.”

That, in fact, isn’t true. The new marque is the company’s 11th rebranding in 28 years. So if you don’t like it, don’t worry—the company will roll out a new one soon.

Since it was started in 1984, Lifetime has had some of the worst corporate logos in the business. This slideshow, based on archives at The Branding Source and Logopedia, shows how they evolved.

[slideshow]
[slide
permalink=”1984-lifetimes-first-logo-it-inherited-the-apple-from-cable-health-network-the-channel-it-replaced-1″
title=”1984: Lifetime’s first logo. It inherited the apple from Cable Health Network, the channel it replaced.”
content=””
image=”http://static.businessinsider.com/image/4fa1363869bedd2e1e000004/image.jpg”
caption=””
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]
[slide
permalink=”the-apple-was-quickly-dropped-2″
title=”The apple was quickly dropped.”
content=””
image=”http://static.businessinsider.com/image/4fa1363769bedda51b000007/image.jpg”
caption=””
credit=””
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]
[slide
permalink=”and-a-new-tagline-was-added-3″
title=”And a new tagline was added.”
content=””
image=”http://static.businessinsider.com/image/4fa13637eab8ea4542000006/image.jpg”
caption=””
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]
[slide
permalink=”1987-blame-duran-duran-4″
title=”1987: Blame Duran Duran.”
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image=”http://static.businessinsider.com/image/4fa13636eab8eac244000010/image.jpg”
caption=””
credit=””
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]
[slide
permalink=”the-late-1980s-through-1995-former-ceo-doug-mccormick-later-described-this-logo-as-like-some-kind-of-yachting-flag-or-engineering-logo-5″
title=”The late 1980s through 1995: Former CEO Doug McCormick later described this logo as “like some kind of yachting flag or engineering logo.””
content=””
image=”http://static.businessinsider.com/image/4fa13636ecad044a5c000000/image.jpg”
caption=””
credit=””
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]
[slide
permalink=”1998-lifetime-added-a-movie-channel-sub-brand-around-this-was-its-first-logo-6″
title=”1998: Lifetime added a movie channel sub-brand around. This was its first logo.”
content=””
image=”http://static.businessinsider.com/image/4fa136faecad04445c000005/image.jpg”
caption=””
credit=””
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]
[slide
permalink=”1995-2006-mccormick-switched-to-a-simple-wordmark-with-the-tagline-television-for-women-7″
title=”1995 – 2006: McCormick switched to a simple wordmark with the tagline, “Television for Women.””
content=””
image=”http://static.businessinsider.com/image/4fa1363b6bb3f7f056000019/image.jpg”
caption=””
credit=””
credit_href=””
]
[slide
permalink=”early-2000s-the-movie-network-got-the-same-treatment-as-its-parent-for-the-first-time-8″
title=”Early 2000s: The movie network got the same treatment as its parent for the first time.”
content=””
image=”http://static.businessinsider.com/image/4fa1371a6bb3f7f15a000001/image.jpg”
caption=””
credit=””
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]
[slide
permalink=”2006-2008-the-typeface-is-tweaked-again-9″
title=”2006 – 2008: The typeface is tweaked again.”
content=””
image=”http://static.businessinsider.com/image/4fa13639eab8ea9844000001/image.jpg”
caption=””
credit=””
credit_href=””
]
[slide
permalink=”circa-2006-the-movie-networks-identity-again-departs-from-the-main-brand-10″
title=”Circa 2006: The movie network’s identity again departs from the main brand.”
content=””
image=”http://static.businessinsider.com/image/4fa137feeab8ea4847000004/image.jpg”
caption=””
credit=””
credit_href=””
]
[slide
permalink=”2006-onward-its-as-if-the-two-channels-were-completely-unrelated-11″
title=”2006 onward: It’s as if the two channels were completely unrelated.”
content=””
image=”http://static.businessinsider.com/image/4fa1373deab8ea6047000000/image.jpg”
caption=””
credit=””
credit_href=””
]
[slide
permalink=”2008-new-color-new-font-again-12″
title=”2008: New colour, new font. Again.”
content=””
image=”http://static.businessinsider.com/image/4fa1363cecad04335c00000e/image.jpg”
caption=””
credit=””
credit_href=””
]
[slide
permalink=”2008-2010-the-sub-brands-are-reunited-with-the-parent-but-then–13″
title=”2008 – 2010: The sub-brands are reunited with the parent, but then …”
content=””
image=”http://static.businessinsider.com/image/4fa1363a6bb3f7045b000001/image.jpg”
caption=””
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]
[slide
permalink=”2011-what-the-heck-14″
title=”2011: What the heck?”
content=””
image=”http://static.businessinsider.com/image/4fa13781ecad045560000004/image.jpg”
caption=””
credit=””
credit_href=””
]
[slide
permalink=”2012-if-at-first-you-dont-succeed–15″
title=”2012: If at first you don’t succeed …”
content=””
image=”http://static.businessinsider.com/image/4fa13635ecad04fe57000028/image.jpg”
caption=””
credit=””
credit_href=””
]
[slide
permalink=”want-more-logo-evolutions-16″
title=”Want more logo evolutions?”
content=”See how the NBA’s Brooklyn Nets got their new logo from Jay Z >
image=”http://static.businessinsider.com/image/4f9ff0f4ecad04d414000007/image.jpg”
caption=””
credit=””
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]
[/slideshow]