• by Wayne Friedman , May 2, 2012

Looking to further transform itself into a sleeker, perhaps more urbane women-targeted network, Lifetime has pushed out new graphics, a logo and tagline.

The tagline “Your Life. Your Time" is intended to be the mother ship of the Lifetime brand.

In one bit of key art, a young woman holds up one finger to her lips, signaling some secret, quiet message. Next to this photo is a new round, red-orange colored logo featuring a slightly askew exclamation mark with the words under the graphic: “lifetime. your life. your time.”

Tim Nolan, senior vice president of marketing, stated: “Embracing everything we love about life, Lifetime strives to be as brash as it is honest and always entertaining.”

Nancy Dubuc, president and general manager of Lifetime Networks, added: “Nothing is more valuable to women than time. A moment in time can be an experience that becomes memorable, and Lifetime creates times for viewers to laugh, cry, or be inspired."

Lifetime, which had been struggling with declining viewership for seven years, posted its first growth period for the first quarter of 2012 across its key demos -- adults 25-54, women 25-54, and women 18-49.

The network says all the design changes are part of a retransformation of the network that started a year ago -- one that will deliver a three-pronged programming strategy of original scripted series, movies and reality shows. Back then, it announced an expansion of some 350 hours of original programming.