Last autumn, the Lifetime Movie Network (LMN), an American cable network offering movies for women, introduced a new look. There was an an article about that here a few months ago. The new look was created by the American branding studio Joyride Creative, who have previously done a lot of work for History, which is now owned by the same company as LMN.
Joyride created "sexy, curvy" logo with seven movie sprockets (one for every day of the week). The graphics package was built on modules based on the shape of the logo with a dark purple-grey color scheme, making it far more consistent than its predecessors.
"We were asked to redesign the Lifetime Movie Network logo and brand to focus on the moniker “LMN” and create a seamless experience for the viewer across all programming and promotion. The package needed to drive viewers from movie to movie without distracting from the dramatic content of the features and be built using streamlined, modular elements that could be easily updated by the Network staff. In addition, LMN required an image that would complement the main Lifetime channel, fit within the larger A&E family and still convey the bold, romantic feeling consistent with their movie programming. Inspired by the motion of film traveling through a projector, all of the brand navigation elements emulate the twists and turns of a Lifetime movie plot and saunter through the scenes with a distinctly feminine attitude. Additionally, the easy flow between the content and messaging keeps you wanting more. Just be careful—the ladies on this channel can be trouble." - Joyride Creative
From Joyride's case study, republished here for posterity:
The Challenge: Overhaul LMN’s on-air identity and graphics package in order to create a consistent, modular branding system that works well with the channel’s vertical programming strategy.Credits:
In addition to the original and acquired movies, programming is segmented into three weekly franchise blocks and numerous monthly stunts. All promotional graphics were custom tailored to each ﬁlm title, franchise or stunt. The goal of the redesign is to produce a new standardized package ﬂexible enough to answer all the network’s needs.
The Solution: Starting with the logo letterforms, we ﬁrst crafted a sexy, curvy logo mark and then accented our new creation with a set of graphic movie sprockets (seven to be exact, one for everyday of the week.) The curves of the logo letters allow us to graphically connect with the twists and turns of the movie storylines, applying a meaningful and surprising directional component to the motion and a purposeful framing of key moments and information.
The Process: We decided on a dark cinematic background that provides nice contrast to the color of the logo that we dubbed “purple rose.” This new, limited palette allows us to reverse foreground and background colors occasionally, providing a broader tonal range without complicating the color system.
In addition to the letterform infused in every element, we also use the sprocket shapes to round out all corners so there are no sharp angles. The graphic ﬂow of shapes and compositions is echoed in the smooth motion of the full animated package.
SVP of Marketing: Tim Nolan
Creative Director: Jas Sustrich
Head of Production: Jennifer Ferguson
Exec Producer: Chris Gargani
Creative Director: Aaron King
Art Director: Steven Harper
Designer: Jiyeon Kim
Head of Production: Katie Larkin
Lead Animator: Danny Kamhaji
Animator: Frankie Principe
Animator 2: Ege Soyuer
Animator 3: Gabriel Tick
Joyride pdf (archive)