New Breed of Cat: Lions Release New Logo

Detroit Lions President Tom Lewand unveiled today the Detroit Lions' new comprehensive brand that includes a new logo and new uniforms during a press conference held today at Dunham's Sports. See it all inside!

[NOTE: Death of Bubbles The Lion?
RoarReport.com publisher Nate Caminata shared his thoughts on Detroit's logo in a March 30 column. Click here to read his take.
Share your thoughts on Detroit's new logo in The Den message board.]

 

LIONS PRESS RELEASE: Detroit Lions Media Relations Department (www.detroitlions.com)

Allen Park, Mich.-Detroit Lions President Tom Lewand unveiled today the Detroit Lions' new comprehensive brand that includes a new logo and new uniforms during a press conference held today at Dunham's Sports, the exclusive third-party retail partner for the new logo and brand launch, in Madison Heights.

As part of the new comprehensive brand, the Lions also introduced a new logotype and a new proprietary font, "NFL Lions."
The new logotype is additional imagery that presents the Lions brand and will be featured in such prominent places as the endzone marking at Ford Field.

"We will consistently present the Lions as a first-class organization with a clear sense of mission and direction," Lewand said. "We have made several significant changes this offseason 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."

The classic Honolulu blue, white and black colors remain unchanged.

For full logo slick, click here.

NEW UNIFORM ELEMENTS
Home Honolulu Blue Jerseys

  • The Lions new home jerseys are Honolulu Blue, a color first established in 1934.
  • The numerals were developed and customized specifically for the Lions uniform. They are Honolulu Blue, trimmed in silver and black.
  • Above the new numerals is the new Lions logotype.
  • On the collar, there are three trim lines of equal width, with two black trim lines outside a silver trim line.
  • The sleeves are a new knit sleeve that features a wide silver trim, inside two smaller white trims and those all inside two black trims of equal width as the white trim. The new material is improved and more flexible for players. The trim is part of the knit-sleeve material, which was changed from the previous silk-screened sleeve.
  • Numerals remain on the shoulders but are now in the customized Lions jersey numerals.
  • Players' nameplates on the back of the uniform have slightly modified block letters from the previous block letter names on the back of the uniform.


Road White Jerseys

  • The road jerseys are the traditional "road whites," with blue numerals trimmed in silver and black. 
  • Included above the front numerals is the Lions logotype.
  • On the road jerseys, the collar is in the same black and silver trim pattern as the home uniforms.
  • Sleeves are of the same new knit-sleeve material that are on the new home uniforms. The trim on the sleeves includes a wide Honolulu blue trim, inside two smaller silver trims and those are all inside two black trims of equal width as the white trim.


Helmet

  • With the introduction of the new Lions logo, the helmet now features the new logo on each side. It is the most significant change since the Lions logo was first placed on the team's helmet in 1961.
  • The facemasks will remain black, but the new Lions logotype will be included on the front and the back of the helmet.
  • At the top middle of the helmet, the striping pattern has been modified. Instead of a thick white stripe, two Honolulu blue stripes and a very thin black accent stripe, the helmet striping pattern is now a 5/8-inch Honolulu blue stripe, two 3/16-inch white stripes and two 3/16-inch black stripes. Part of the new brand initiative is to create consistency and one example of this is that the striping pattern on the helmet, at a smaller scale, is the same striping pattern as the team's game pants.


Pants and Game Socks

  • Detroit's game pants will remain in the team's traditional silver. Like the striping pattern on the helmet, the pants vertical trim on the side of the legs are now a thick Honolulu blue stripe inside smaller white stripes, which are all inside black stripes that are the same width as the white stripes.
  • The game socks, which are the same for the home and road uniforms, now have a 5/8-inch black stripe on the calf midline. The top half is Honolulu blue and the bottom half is white.


NFL Shield, NFL Equipment Logo and Reebok Vector Logo

  • The NFL Shield, NFL Equipment logo and Reebok vector will be placed on the same parts of the uniform as in year's past.
  • On the back of the Lions' helmet, the NFL Shield is placed on the left (from a rear view).
  • The NFL Equipment logo is prominently placed at the v-neck of both the home and road uniforms. It also appears at the top of the team's left pant leg.
  • Reebok's vector logo appears on both top, side shoulders of the home and road uniforms, and the vector is placed on the top of the left pant leg.

For new Detroit Lions logo, click here.
For new Detroit Lions logotype, click here.

For new Detroit Lions helmet (3/4 turn), click here.

For new Detroit Lions helmet (sideview), click here.

UNIFORM HISTORY (1934-2008)

1934-1947: The first uniform donned by the Detroit Lions included a blue jersey with gleaming silver numerals, silver pants and a silver helmet. The shoes were black. The shade of blue used for the jersey became known as 'Honolulu' blue.

1948: Alvin 'Bo' McMillin joined the Lions after having success as a college coach at Indiana University. Soon after his arrival, McMillin changed the colors of the Lions' uniforms with the new colors resembling those of his Hoosier teams. The organization retained Honolulu blue and silver as their official colors. The jersey was scarlet with white numbers and the pants were white with a thin black stripe between two thin scarlet stripes. The helmets were black. All the players wore leather helmets that season due to the league's ban on plastic helmets. The team had a second, all-black uniform, which would be worn only for certain important games that McMillin particularly wished to win. The jersey was black with white numbers and the pants were black with a thin scarlet stripe between two thin white stripes. The two uniform sets ended up being worn in four different combinations (scarlet/white; black/black; scarlet/black; black/white).

1949: The Lions returned to wearing their Honolulu blue and silver uniforms at home but continued to wear combinations of the scarlet and white uniforms and the all-black uniforms on the road. The team changed the color of their helmet to blue and some players went back to wearing plastic helmets after the NFL lifted the ban on plastic headgear from the previous season.

1950-55: After wearing five different combinations of scarlet, white, black, silver and Honolulu blue in the previous two seasons, the Lions went back to wearing the traditional Honolulu blue and silver uniforms at home and on the road. For most of the 1950 season the team wore blue helmets but went back to wearing silver helmets for the 1951 season. During the early 50s, the NFL did not allow the Lions to wear silver helmets for night games because of their resemblance to the white ball under the night lights. They spray-painted their helmets blue for night games. Also, in 1951, the Lions wore the Detroit 250th Anniversary patch on their left sleeve. The patch was also worn by the Red Wings and Tigers.

1956: This was the first season that the Lions added their uniform numbers to the arm sleeves. Some players, like Lions Hall of Fame LT Lou Creekmur, were unhappy with the change - claiming that it made it harder to get away with holding.

1957-60: The Lions began wearing separate colored uniforms on the road on a permanent basis in 1957. The jersey was white with three blue stripes, one thick between two thin stripes, on the sleeves. The numbers were blue and the helmet and pants remained silver. They wore a white jersey on at least one other occasion in a previous season. On October 24, 1954, the Lions wore a similar white uniform in a game at San Francisco which they lost, 37-31, to the 49ers.

1961-67: In 1961, William Clay Ford's first season as the team's president, there were some significant uniform changes. The helmet remained silver with a grey facemask but now had the leaping-lion logo as well as two vertical blue stripes running from the back to the front. The pants also had two vertical blue stripes. Three silver stripes, one thick between two thin, were added to the arm sleeves of the home jersey. The away jersey remained the same. During the mid-60s, many players cut off part of the sleeves - giving the appearance of only one or two stripes on the sleeves.

1968-69: 1968 was the first year the Lions had a white stripe between the two blue stripes on the helmet. The Lions and the rest of the league wore the NFL 50th Anniversary patch on their left shoulder in 1969.

1970-71: Last names were added to the back of the players' jerseys in silver lettering and white trim was added to the Leaping Lion logo on the helmet in 1970. For the second half of the 1971 season, the Lions wore a black band, which was sewn over the thick stripe on the left sleeve on their home and away jerseys, in honor of wide receiver Chuck Hughes. Hughes died of a heart attack with 62 seconds remaining in the fourth quarter against the Chicago Bears on October 24, 1971.

1972: The Honolulu blue home jersey had white trim on the silver numerals and the white jerseys had silver trim on blue numerals for the first time in 1972. It was also the first year that there was a white, vertical stripe between the two blue stripes on the pants. The Lions tweaked the striping on the arm-sleeves for that season as well. The home jerseys had the one thick silver stripe between two thin white stripes and the away jersey had the one thick blue stripe between two thin silver stripes.

1973-75: Detroit changed back to the three silver stripes, one thick between two thin, on the sleeves of the Honolulu blue home jersey except now they had white trim. The away white jersey had three blue stripes, one thick between two thin, and they had silver trim. For the 1974 season, the Lions wore a black band, which was sewn over the thick stripe on the left sleeve of their home and away jerseys, in honor of Head Coach Don McCafferty who died of a heart attack during training camp. 1974 was also the season that the Lions started wearing white shoes.

1976-79:
In 1976, the players' numbers were added to the back of the helmet.

1980-81: The Lions changed the dull silver stripes and trim on their uniforms to a shimmering silver glitter. This only lasted two seasons because of complaints by other teams about the glare.

1982-97: 

  • 1982: The Lions changed the color of the numbers on their home jerseys, making them white with silver trim.
  • 1983: The Lions wore a 50th Anniversary patch on their left shoulder. The Lions changed their facemask from silver/grey to Honolulu blue.
  • 1991: The team wore a patch honoring Russ Thomas, a former player and General Manager for the Lions, who had recently passed away. For their final seven games (five regular season, two postseason), each player had a white circle decal with a blue number '60,' on the back right side of the helmet, in honor of RG Mike Utley. Utley suffered a spinal cord injury in a game against the Los Angeles Rams on November 17, 1991. The small NFL shield was added to the 'V' of the neck.
  • 1992: They wore a black circle decal with a white number '65,' on the back right side of the helmet, in honor of LG Eric Andolsek, who was killed a few months prior to the season. 
  • 1993: The Lions wore a 60th Anniversary patch on their left shoulder.
  • 1994: The Lions wore throwback jerseys for the 1994 season while the NFL was celebrating their 75th anniversary. This version of the uniform was intended to replicate the jersey worn by the Lions in 1935, which was the season that the team won their first world championship. Several players wore a black circle decal with a white number '50,' on the back right side of the helmet in honor of former Lions' LB Toby Caston.


1998: In what turned out to be Barry Sanders' final season, the Lions changed their look on the road, wearing blue pants with a white stripe between two silver stripes.

1999:
The Lions returned to wearing silver pants (with white stripe between two blue stripes) on the road.

2000-02:
In 2000, the Lions moved the numbers that were on the sleeves up to the shoulders. The Lions wore a patch commemorating the first game in Ford Field on September 22, 2002, against the Green Bay Packers.

2003-08: The home jersey had a thick silver stripe between two thin blue stripes with white trim and two thin black stripes. The numbers were white with silver trim and outside black trim. The away jersey had a thick blue stripe between two thin silver stripes with white trim and two thin black stripes. The numbers on the away jersey were blue with silver trim and outside black trim. The helmet had one vertical white stripe between two blue stripes and two thin black stripes on the outside. The Leaping Lion had white trim and outside black trim and the facemask was black. The pants had one vertical thick white stripe between two blue stripes and two thin black stripes.

2005: The Lions introduced a new black alternate jersey featuring Honolulu Blue numbers with silver and white trim. The alternate jersey can be worn in as many as two regular season games and one preseason game.

2008: To commemorate the Detroit Lions 75th Season, the team wore a patch on the home and away jerseys and by wearing the franchise's classic "throwback" uniform sans 75th season patch for two games. Every NFL team for the first game of the year wore a "GU" patch honoring the late Gene Upshaw. Each game after that during the 2008 season, the teams honored Upshaw with a "GU" sticker on the back of the helmet.


Lions Report Top Stories