Lifetime is an American cable network, created in early 1984 through the merger of two other cable networks: ABC and Hearst's Daytime and Viacom's Cable Health Network. The channel is dedicated to movies, sitcoms and dramas, all of which are either geared toward women or feature women in lead roles. The network is owned by A+E Networks.
Lifetime's first logo contained a heart-shaped apple which was inherited from Cable Health Network.
About 1985, Lifetime started branding itself as "Talk Television" with a nightly lineup of talkshows and call-in programs hosted by people like Regis Philbin and Dr. Ruth Westheimer. In the process, they dropped the apple from their logo.
Used from 1995 to July 2006; The then CEO of Lifetime, 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 tagline "Television for Women".
In 2006, Lifetime's wordmark logo was tweaked.
- Because Two Years is a Lifetime from Under Consideration
On May 2, 2012, Lifetime introduced a stylized "L" logo, and the new tagline "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 version in August of that year.
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Lifetime revealed an updated version of the logo on February 4, 2013. The logo was given a glossy look, and the channel name is in a slightly different font, with the "L" capitalized. It debuted on-air 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.
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1Jointly owned by A+E Networks and Ole Communications.