Noted: New Logo for Lifetime
“A Matter of Life and Time”
(Est. 1984) "Celebrating over 35 years of entertaining audiences, Lifetime is a premier entertainment destination for women dedicated to offering the highest quality original programming spanning award-winning movies, high-quality scripted series and breakout non-fiction series. Lifetime has an impressive legacy in public affairs, bringing attention to social issues that women care about with initiatives such as the long-running Stop Breast Cancer for Life, Stop Violence Against Women, and Broader Focus, a major global initiative dedicated to supporting and hiring female directors, writers and producers, including women of color, to make its content. Lifetime Television®, LMN®, Lifetime Real Women® and Lifetime Digital™ are part of Lifetime Entertainment Services, LLC, a subsidiary of A+E Networks."
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2008 Brand New post
2012 Brand New post
2017 Brand New post
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Opinion
Lifetime and Brand New have a history that goes almost back to the beginning of our existence with their first logo change in 2008, then 2012, 2017, and now again, three years later, we meet again. As was the case with the most recent change, there was no fanfare, press release, or sizzle reel tied to the new logo. I guess they don’t want to make a big deal out of something that they know has a very limited shelf life. The old logo was as bland as it gets and it could have easily been a channel targeted to anyone with programming consisting of anything. The new logo is much more clear about its target audience and perhaps it falls under a design cliché or, possibly, stereotyping but it definitely feels more feminine and mature. It’s actually a really nice wordmark, very well executed with a lot of attention to detail. It almost feels like a magazine logo meant to be rendered edge to edge on a cover. I’m usually not a big proponent of all-lowercase logos but I think this one could have been a home run with a lowercase “l” that would have allowed for perfectly even counterspaces and an endless array of curly cues on the baseline of the logo. I would definitely love to see how the logo plays out on screen because with the right motion stuff this could be good. I don’t have cable anymore so I can’t check how it looks in real life. In the meantime, I’ll enjoy the logo while it lasts, which probably won’t be long.
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