THE NEW: The leaping lion mascot sports a fresh look, complete with teeth.
The Detroit Lions took another step in their franchise overhaul effort Monday when a new uniform and logo was unveiled to the public and media after months of speculation.
The biggest change is a more aggressive and defined “Bubbles” — the leaping lion mascot that’s adorned the team’s helmets since the early 1960s.
The classic Honolulu blue, white and black colors remain unchanged, the team said in a news release.
The uniforms themselves have tweaks to some stripes and piping, making the overall changes more of a clean-up than a drastic overhaul.
The new trademarked typeface is called “NFL Lions” and will replace the current “Lions” painted across the Ford Field end zones and just about everywhere else the team name appears.
The team held a press conference and unveiling at a Madison Heights Dunham’s Sports on Monday afternoon.
Dunham’s will be the exclusive retailer of the new logo merchandise for a time. Gear also will be available online at the official team and NFLShop.com sites.
THE OLD: The old Lions logo lacks some of the subtle changes unveiled today.
Photo credit: Detroit Lions
Word of the cosmetic changes has been floating for some time, and NFLShop.com accidentally displayed a toy truck with the new logo for a time, further fueling rumors and speculation.
However, the logo changes were in the works prior to the winless season. The NFL and team confirmed that any change for the 2009 season first had to be approved by the league headquarters in March 2008, with final approval in November 2008.
“We will consistently present the Lions as a first-class organization with a clear sense of mission and direction,” team President Tom Lewand said in the news release.
“We have made several significant changes this off-season in accordance with that commitment. The introduction of this new brand identity is another element of that process. Today is an exciting and historic day for this franchise.
“The new identity retains many important aspects of our history in terms of our primary mark and our colors. However, the evolution allows us to present our Lions brand and visual identity in new, versatile and distinctive ways. We stand firmly committed to improving the team on the field. That success is always the most determinative factor of any NFL brand.”
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