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.”