Because Two Years is a Lifetime

Lifetime, the “the leader in women’s television,” launched a new identity recently, appearing magically on air without much celebration — not even a change of the logo on their web site and, less cordially to Brand New, without a press release. The nerve! So, what we have to go by — and I’m pretty proud of being the only place online to have a straight up shot of the new logo — is a photo I took of a poster in the subway announcing some show I can’t remember but that luckily showed the logo on a white background that I could isolate for the graphic above. So, there is not much we know about this, other than, well, it’s a channel for women, and the new logo replaces the lameness of a logo they released a mere two years ago. The new logo