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Lifetime has unveiled its brand new logo and tagline.



The female-targeted network - now in its 28th year - has announced a full rebrand, with the tagline, 'Your Life. Your Time.'

The rebrand aims to connect the network's new programming with the modern-day woman, says The Hollywood Reporter.

The tagline will appear with the new logo on 30 and 60-second spots and will be used for all its programmes such as Project Runway and The Client List.

The network's Nancy Dubuc said: "You only have one shot to do this. It's not like you can go out and put a stake in the ground and claim a brand position and redo your on-air look every two years."

Of the tagline, she added: "I like to call it the hair-on-fire moment. The reaction among the women was really quite profound. It spoke to everyone. But it meant something different to every woman at the table, which to me was the perfect answer. Now, many of the men looked at their watches. We all said, 'You're missing the point, boys!'"

The rebrand aims to drop the network's reputation for producing many one-off made-for-TV movies, along with the introduction of several new shows.

Queen Latifah will star in a remake of Steel Magnolias, alongside a new Bristol Palin documentary series.