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".
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 design firm Leroy + Clarkson. 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.
January 22, 2020
On January 22, 2020, the circular logo was replaced by something more akin to the 1994 logo, with the design being slightly different (most notably indicated with the signature format being decreased on some of the letters), while mostly keeping the design of the 1994 logo the same.