The Lifetime television network is overhauling its entire image with a re-branding campaign that includes new programming, a new logo, and a new slogan.
On May 2, the television network unveiled the newstylized "L" logo as well as the new tagline: "Your Life. Your Time." The tag line is based on research that Lifetime did which determined that their target audience, late-20s and early 30s women, are most stressed about not having enough time in the day.
The head of Lifetime's network, Nancy Dubuc told the Hollywood Reporter that the new Lifetime brand resonates with women because of that message. "The reaction among the women was really quite profound. It spoke to everyone. But it meant something different to every woman at the table, which to me was the perfect answer."
Along with the new branding campaign, Lifetime has a whole new crop of shows on the way featuring fresh network stars. There will be new projects from Queen Latifah (the upcoming reboot of "Steel Magnolias") and Bristol Palin (whose reality show premieres in June) as well as big names working behind the camera, including Demi Moore (executive producer of "The Conversation With Amanda de Cadenet"), Courteney Cox (starring in and directing "Tall Hot Blonde") and Renee Zellweger (executive producer of "Cinnamon Girl").
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