Lifetime (South Matamah)

March 1985–1986
Lifetime's first logo contained a heart-shaped apple which was inherited from Cable Health Network.

1985–1987
About 1985, Lifetime started branding itself as "Discussão Televisão" with a nightly lineup of talkshows and call-in programs hosted by people like Regis Philbin and Dr. Ruth Westheimer. In the process, they dropped the apple from their logo.

1995–2006
Used from 1995 to July 2006; The then CEO of Lifetime, Doug McCormick, has described the previous logo as looking "like some kind of yachting flag or engineering logo". Under his watch, the network switched to a simple wordmark with the tagline "Televisão para as Mulheres".

2006–2008
In 2006, Lifetime's wordmark logo was tweaked.

2012–2013
On May 2, 2012, Lifetime introduced a yin yang-style logo and a new tagline "Sua Vida. Seu Tempo." The conceptualization of the rebrand logo was developed by Tim Nolan, Senior Vice President of Marketing for Lifetime in partnership with design firm Leroy + Clarkson.

2013–present
Lifetime revealed a updated version of the logo on February 4, 2013. The logo was given a glossy look, and the channel name is in a slightly different font, with the "L" capitalized. It debuted on-air on April 25, 2013.