E! and Lifetime Have New Logos and They're Not That Great

Two cable networks, E! and Lifetime, made wardrobe changes this week, ditching their old duds for new logos AND new taglines to better indicate who they are now. And apparently one of them likes to get drunk and the other is a multitasking woman. So let's take a gander at both new looks and do what we do best: Critique them to tears while we lounge about in the pajamas we haven't washed in weeks.


First up... E!, the channel with 20 Kardashian shows, a dozen Chelsea Handler shows, and Playboy bunnies.


The Logo: I gotta admit, it's nice that E! finale realizes that it's no longer 1993 and that Beverly Hills, 90210 was canceled years ago. Today's brands are sleeker, blacker, and all about skinny fonts. I'm guessing the people in charge of this drew inspiration from The Soup host Joel McHale's ties. But the lack of symmetry in the logo leaves it with more unnecessary whiteness than an episode of The Bachelor.

The Tagline: The old tagline was one of those ideas that gets suggested early in a brainstorming session, everyone says, "nahhhh," then spends a week trying to come up with something better but can't (fun fact: that's how we first named Swell-o-vision vs. Hell-o-vision, now known as FTW vs. WTF). But "Everything Entertainment" is about as grandma as you can get, so it had to go (not that it should have been there in the first place). The new tagline, "Pop of Culture" is more in line with E!'s mindless, Kardashianated idea of entertainment, because like everything on the network, it doesn't make sense. "Pop of Culture?" Are they missing an "o" in that first word? I do like the golden hue of the "pop" though, and I'm guessing that's supposed to subliminally remind us of champagne or awards season or something.

Verdict: Aside from the clusterf*ck of a phrase that's supposed to be E!'s new tagline, the unevenness of the logo, and the general ho-hum nature of the whole thing, we'll call this a successful re-branding because the old one was lame 10 years ago.


Next... Lifetime! The network famous for horrible made-for-TV movies and Dance Moms!


The Logo: The old Lifetime logo looked like something you scrawl on a wall if you're trying to warn others about monsters and/or a viral outbreak. Yet compared to the new monstrosity, it still manages to appear feminine, which is what the network that features a show starring Jennifer Love Hewitt as a pro tug-and-rub specialist is all about. The first thing that comes to mind when looking at the new logo is a frog's egg. The second thing that comes to mind is a shiny red period, and I'll let you go there because I'm staying away from that.

The Tagline: THANK YOU LIFETIME FOR REMINDING ME THAT THIS IS MY LIFE AND MY TIME. For a second there I forgot about free will and all that. I don't know why Lifetime has such a hard time with slogans. Take their previous attempts: "Television for Women." "My story is on Lifetime." "Connect. Play. Share." When "Television for Women" is your best motto, you've got problems. The new slogan, "Your Life. Your Time." is "designed to integrate the network's new programming direction with the sensibilities of today's multitasking gal," says The Hollywood Reporter with a Lifetime PR person's hand up its ass. Instead I see condescending pandering to a group that's a lot smarter than that. And couldn't the designers have at least matched the fonts to appease the obsessive-compulsive disorder in all of us?

Verdict: This is the TV logo equivalent of a regrettable tattoo. Simply awful.


If you were going to be stranded on a desert island with one of these two new logos, which would you choose? And what other networks are in need of a brand makeover?


Follow TV.com writer Tim Surette on Twitter: @TimAtTVDotCom

Comments (32)
Submit
Sort: Latest | Popular
Lifetime has reached the end of their time. And e network promotes whores and pimping out your daughters. Kim trashdasian is a whore who should die for her trampy-ness. What a whore.No talent except for giving niggars blow jobs and taking it up her backside. I ccan't wait till north west (stupid name) hears from her fellow students that her mommy is a slut and your daddy is a no talent niggar.
Reply
Flag
The new logo is so overwhelming and in your face. And then they drop the show your watching on top of that leaving no room to enjoy the show you wanted to watch. We have had to stop watching Lifetime since the new intrusive logo has appeared - I hope the powers that be realize their mistake and allow us viewers to again watch TV without a major distraction.
1
Reply
Flag
I watched a Lifetime movie the other night on my 32 inch lcd tv. The Lifetime logo was up for the entire movie. Very annoying because the Logo was in the bottom right side of my tv, actually took up the entire lower right quadrant of the tv. Distracting and annoying while trying to watch a movie. Plus they constantly kept running ads for a new movie premiering on Lifetime just underneath the bright orange Logo. Now I make it a point to watch movies on other channels that don't inflict their logo onto the viewer the whole movie or show.
2
Reply
Flag
I'm just saying the new lifetime logo is pretty hilarious considering its a television channel for women. 1. The new tagline is "your life. your time." 2. It's red. 3. The symbol looks like an ovary, fallopian tube and the letter "L."
1
Reply
Flag
I liked the originals
Reply
Flag
The new Lifetime logo is awful. It's size and color distract you from the show. What's worse is their new tagline popping out from it after every commercial break and them running a 2 minute commercial explaining how great they are. Last night will be the last time I tune into The Client List or Lifetime.
Reply
Flag
Lifetime's new LOGO is awesome, a lot better I mean alot
Reply
Flag
I actually do not think either logo is as bad as they are being made out to be... they are logos for pete's sakes... I do like the E one better though.
Reply
Flag
E's logo is okay. Tagline...not so much.



Lifetime...sucks on both accounts.
Reply
Flag
Staff
Really wish they called the Client List "Happier Endings"
Reply
Flag
It appears that E no longer is interested in entertainment.



Lifetime's net logo looks phallic.

Reply
Flag
I think that was the point
Reply
Flag
E's new logo is growing on me. Lifetime's new logo, on the other hand, is not. It's sort of drab and the L in the red circle isn't easy to recognize as a letter (I'm guessing that it is a L).



Off the top of my head, I can't think of another network that needs a logo makeover. However, there are many networks that need to put their logos on a diet if they're going to plaster them on the screen. It's annoying when the logo in the corner takes up a lot of room (or turns into a huge ad for another program). Small logos (and small corner promos) are easier to handle when watching TV.
Reply
Flag
They look really cheap now
Reply
Flag
wooww they are horrible
Reply
Flag
Oh, HarrellJessie55, you missed out on the perfect spam. Why didn't you post this on an article that had something to do with TVD?
Reply
Flag
Yeah those are...bad. Especially the Lifetime one.
Reply
Flag
I am so basically drunk right now, but these logos look awesome! Yeahhhhh! But seriously I'll probably have a more appropriate answer tomorrow...
Reply
Flag
I would choose E's old logo.
Reply
Flag
E definitely
Reply
Flag
More unnecessary whiteness than The Bachelor, and Pop missing an 'o'... Haha! I'm gonna steal those jokes if the E! logo ever becomes a topic of conversation in my life. Actually, if the E! logo was ever a topic of conversation in my life, I think I'd have MUCH bigger problems than trying to pass off as funny.



Anyways, both logos suck. Well, to be fair, the E! logo itself is cool enough, but "Pop of Culture" is a horrible tagline.



The Lifetime logo looks like an odd circular version of an inkblot test, and if that's the case, well... I see crap. The tagline sucks, but at the very least, it does achieve in reminding me that if I were to ever watch Lifetime, I'd be wasting my time and my life.
Reply
Flag
I can't like the E logo. Every time I see it, it reminds me that they brought us the Kardashians, and the rest of the annoying reality stars that they promote. The only thing I watch on that whole channel is The Soup.



As for lifetime, i watched their cop show a couple times and it wasn't that bad. But other than that I have never seen any other shows from them. So I don't care about their logo.
Reply
Flag
Is it just me, or does the new E! logo look like they completely stole their font and color scheme from Amazon.com?
Reply
Flag
Neither is any good. If I HAVE to pick between the two, the E! logo is least-repulsive.

Now, if only we could get SyFy (Siffy) to fix itself/go back to the old logo.
Reply
Flag
Sorry, no, E!'s new tagline is crap and the logo is barely passable based on PREVIOUS branding iconography.



Lifetime's new logo and tag are utter garbage. It's a feminine L, for ladies who can't handle the sharp angles of the letter? You are entirely right that a big red circle is a red period which is... well, just not right for a network for women. "Your Life, your time"? If anybody had a life, they wouldn't waste their time watching Lifetime!



I swear, these are both out of the same company that vomited out Comedy Central's new logo. Who do these people think they are with all the bad ideas, NBC?
Reply
Flag
"If anybody had a life, they wouldn't waste their time watching Lifetime!" Should be their new slogan, lol.
Reply
Flag
Eugch. I don't really find Lifetime to be that important to me, but I liked Lifetime's old logo only about 7469% better. And E can just go die or whatever.
Reply
Flag
Lifetime's logo and slogan remind of congresses panel on contraception - Men trying to understand women and failing horribly.
Reply
Flag
Missing an o! Ha! I'm with you on the Lifetime logo; I don't like it. I like the E logo. It's shiny, like the shoes Ryan Seacrest would wear on the red carpet.
Reply
Flag
Yeah I like E! logo better. Lifetime looks like something my kid made.
Reply
Flag
I'd choose E's over lifetimes. What is that? You know who needs a new logo. Syfy. I know that is the new one, but come on. It makes me want to shoot someone whenever I see it.
Reply
Flag
It's not Siffy's logo's fault, it's the name and the concept behind it.
Reply
Flag

Like TV.com on Facebook