Logos In The News
May 7, 2012

Yin Yang for Lifetime

by Anne Hellman

In a complete departure from its previous look as well as marketing hook, the Lifetime cable network revealed a new logo and slogan drawn from the yin yang symbol and its message of balance. Previous logos and taglines emphasized script and women's issues. "Lifetime. Your life. Your time"all in lowercaseintends to bring the network's image up-to-date with women's lives.

insidetv.ew.com

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4 Comments

Jeff Halmos

The bug is fine, and will work well when it takes up 20% of the screen during a program. It's the wordmark that kills it. There's no ownership in the font choice. It doesn't "speak" the word. And then you add the tagline, so close, and the same font and thickness, and it just falls apart visually and conceptually.

12 years ago

Jeffrey M

I concur with Jeff Halmos. The fatter, squatter tagline distracts from the overall image. As a good rule of thumb, it's usually a mistake to make the slogan a heavier font than the primary copy, and this logo proves it. I think "lifetime" would look even better in to for the tagline. The icon is fine.

12 years ago

Jeffrey M

Let me try this again ... I think "lifetime" would look even better in a more light-weight font, and apply the same to the tagline.

12 years ago

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4 years ago

What do you think?