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.

1984: Lifetime's first logo. It inherited the apple from Cable Health Network, the channel it replaced.

The apple was quickly dropped.

And a new tagline was added.

1987: Blame Duran Duran.

1998: Lifetime added a movie channel sub-brand around. This was its first logo.

Early 2000s: The movie network got the same treatment as its parent for the first time.

2006 - 2008: The typeface is tweaked again.

Circa 2006: The movie network's identity again departs from the main brand.

2006 onward: It's as if the two channels were completely unrelated.

2008: New colour, new font. Again.

2008 - 2010: The sub-brands are reunited with the parent, but then ...

2011: What the heck?

2012: If at first you don't succeed ...

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