Lions New Logo

By John Niyo / The Detroit News

Lions New Logo

January 20, 2011

It's evolutionary, not revolutionary. And one thing is clear with the Lions' new look: It's a uniform change -- literally.

From the fashion statement on the front of the jersey to the end-zone decoration at Ford Field to the font on the team's stationery, the Lions are projecting a simpler, more streamlined brand. The colors won't change -- it's still Honolulu blue and silver -- and only time will tell if the team's football fortunes will, but even owner William Clay Ford Sr. agreed last fall it was time to freshen-up the Lions' appearance.

Gone is the circus-lettering and the cluttered jersey striping, replaced by a new custom script and a more refined piping. And yes, most notably, gone is the inanimate "Bubbles," traded in after 50 years for a livelier "Leaping Lion" logo, complete with fangs and a flowing mane, just as advertised -- accidentally -- on that toy truck a month ago.

Fans gathered at the Dunham's Sports store in Madison Heights on Monday for the official announcement, with team president Tom Lewand explaining the reasons behind one of his pet projects that began last fall.

"It's not just about a transformed lion," Lewand said after the new logo was unveiled Monday. "This is about transforming our brand."

The new merchandise is available at all Dunham's locations. It'll also be available Saturday at Ford Field, when the Lions' host their annual NFL draft party from 3-8 p.m. (Admission is free, and no tickets are required.)

There will be changes to the game-day atmosphere at Ford Field as well, though you can forget about cheerleaders for next season. There are no plans currently to change that tradition, Lewand said.

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