[Hulk01]

The problem starts with the name, Lifetime Cardinal.

An ideal name has not more than three syllables and eleven letters.
(A longer name quickly gets abbreviated 
(hence Mercedes, not Mercedes Benz,
and FedEx, not Federal Express.)

Any effort at a logo is doomed by that name, Lifetime Cardinal.
But the inexplicable typeface treatment makes that problem worse.

[Hulk01]

The problem starts with the name, Lifetime Cardinal.

An ideal name has not more than three syllables and eleven letters.
(A longer name quickly gets abbreviated 
(hence Mercedes, not Mercedes Benz,
and FedEx, not Federal Express.)

Any effort at a logo is doomed by that name, Lifetime Cardinal.
But the inexplicable typeface treatment makes that problem worse.