Lions ditch black in new logo, uniforms

Justin Rogers
The Detroit News
The Detroit Lions unveiled an altered logo Wednesday morning.

Houston – The Detroit Lions are dumping black from their color scheme.

The team unceremoniously unveiled a slightly altered logo on Wednesday morning, updating the front of the team’s website and social media accounts. The black trim that had surrounded the leaping Lions logo has been replaced by a gray outline. The logo’s typeface has also been updated.

In an interview with the now-defunct 105.1 sports talk radio station last year, Lions team president Rod Wood indicated everything was on the table when it came to the team’s uniforms, logo and even the color scheme. This is the result.

In addition to the logo alterations, the team has announced it will unveil new uniforms on April 13.

“Throughout the rebranding process, we made it a priority to emphasize our classic color combination of Honolulu blue and silver, which has been synonymous with the Detroit Lions since 1934,” the team said in a press release. “We are confident that our fans will respond well to the changes.”

The Lions last overhauled their logo in 2009, coinciding with quarterback Matthew Stafford and coach Jim Schwartz’s first year with the organization. Details were added to the leaping lion, giving more definition to its mane, claws and teeth while adding an eye. The alterations made the logo look fiercer.

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"The new identity retains many important aspects of our history in terms of our primary mark and our colors," president Tom Lewand said at the time. "However, the evolution allows us to present our Lions brand and visual identity in new, versatile and distinctive ways."

The black trim has been part of the logo and uniforms since 2003.

jdrogers@detroitnews.com

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The Detroit Lions unveiled an altered logo Wednesday morning.