Lifetime launched on Feburary 1, 1984 as a result of a merger between Viacom-owned Cable Health Network and Hearst/ABC-owned women's lifestyle network Daytime. The apple in Lifetime's original logo was inherited from predecessor Cable Health Network.
This was used from 1994 to July 2006. Lifetime's then-CEO Doug McCormick has described the previous logo as looking "like some kind of yachting flag or engineering logo". Under his watch, the network switched to a simple wordmark with the slogan "Television for Women".[1]
On May 2, 2012, Lifetime introduced a stylized "L" logo, and the new slogan "Your Life. Your Time." The conceptualization of the rebrand logo was developed by Tim Nolan, senior vice president of marketing for Lifetime, in partnership with Leroy + Clarkson and Loyalkaspar. The same day, a deal was made to launch a Canadian feed of the channel in August of that year.
On February 4, 2013, Lifetime revealed an updated version of the 2012 logo. The wordmark was given a slightly different font, with the "L" capitalized. This was designed by Troika Design Group and debuted on April 25, 2013. Since then, Lifetime has continued to expand internationally, launching in the United Kingdom in 2013 and Latin America a year later.
On February 2, 2017, following the announcement that the network would broadcast games for the National Women's Soccer League, a new logo designed by Primal Screen was unveiled. While it was used on promos since the date of its reveal, it was first used as an onscreen bug on February 18, 2017.
2020–present[]
Designer:
Unknown
Typography:
Domaine Display Condensed Bold Italic
Launched:
January 22, 2020
On January 22, 2020, the circular logo was replaced by a design more akin to the 1994 logo. Although slightly different from that logo (most notably indicated with the signature format being decreased on some of the letters), it mostly keeps consistency with the design of the 1994 logo.
