Lifetime reveals new look

A+E Networks' Lifetime has rebranded with a new logo and tagline to reflect "the dramatic cultural changes occurring among women."
May 3, 2012

Lifetime has rebranded with a new look and tagline to reflect “the dramatic cultural changes occurring among women.”

The logo and tagline “Your Life. Your Time” will become the cornerstones of the Lifetime brand.

According to the network, the refresh will “evoke an aspirational tone and bolder spirit connecting Lifetime’s brand and growth in original programming.”

The rebrand is part of a network evolution that began last year with the expansion of up to 350 hours of original programming. It comes at a time when, according to the network, Lifetime has posted first quarter growth with nearly double digit gains across all key demos.

Nights will have themed programming blocks, from Thursday’s “make it work time” with Project Runway, to Tuesday’s “mama drama time” with Dance Moms.

“Nothing is more valuable to women than time,” said Nancy Dubuc, president and general manager of Lifetime Networks, of the messaging behind the revamp. “A moment in time can be an experience that becomes memorable and Lifetime creates times for viewers to laugh, cry, or be inspired. These aspirational moments and life experiences will continue to be the essence of the Lifetime brand.”

About The Author
Meagan Kashty is an associate editor of realscreen, an international print and online magazine that covers the non-fiction film and television industries. Meagan is an award-winning business journalist. Prior to joining the realscreen team, Meagan was online editor of Canadian Grocer, named Magazine of the Year at the 2015 Canadian Business Media Awards. She can be reached at, and you can follow her on Twitter @MegKashty