Detroit Lions Concept Logo
Detroit Lions Concept Logo By Dan Kennedy
By Dan Kennedy - Graphic Designer Website
The Detroit Lions have had virtually an unchanged look since 1965 with only small changes being introduced here and there. It's critical to maintain the team's consistent identity, but find ways to evolve it as the rest of the NFL's teams have. Being a Detroit Metro Area native, the old english "D" has become an icon for the city just as the leaping lion silhouette has been an icon for the Lions franchise. Combining these two icons creates a fusion that unites the city and the franchise equally. This evokes a timeless, enduring, and noble spirit that the Lions have maintained throughout the years and can carry into the future.
Detroit Lions Concept Logo By Addison Foote
By Addison Foote - Graphic Designer Website
I wanted to try something different from their current lion logo and focus more on the head of the lion.
Detroit Lions Concept Logo By Max O'Brien
By Max O'Brien - Graphic Designer Website
The Detroit Lions I feel are on the right track with their current logo, much like a fair few of other existing logos, but the devil is in the detail, the expressiveness in the execution. I was tempted a few times to focus on the face of the lion or follow in the generic path of an ornamental lion one would see on a coat of arms or some such thing.
But NFL team logos are about pride or intimidation. Football is a brutal sport and intimidation is key in all things NFL. The best course of action I believed for the Lions was to bring more fluidity and ferocity into the lion; to make it seem as if it were jumping out of the helmet, over the O-Line and to the QB. One of the things I learned greatly from the many iterations I made of this logo was, apart from grasping perspective in motion, knowing just how much and how little detail to put in. The Lions logo was one of the later logos I finished so at this point it was almost second nature but each iteration of the logo was a reminder of how delicate the balancing act is between adding too much and leaving out too little.
Detroit Lions Concept Logo By Matt Matthiason
By Matt Matthiason - Graphic Designer Website
So this whole project started about 3 weeks ago when I got word that my hometown team, the Detroit Lions, were considering implementing a new logo. After giving it some thought, I finally decided to pick up the drawing pencil and give it a go... But first we need to address why this is necessary...
Now a phrase that has been brought up is "evolutionary, not revolutionary." While that sounds nice and dandy, we are talking about the worst organization in professional sports. A team that did not win a single game last year. Not one game.
When someone brings up the term "evolution", they usually mean "a change following a continuing trend". In fact, one of the dictionary.com's definitions of "evolution" is: "a process of gradual, peaceful, progressive change or development..." So that brings up the question: "So what in the world is this franchise going to evolve into?"
What's the answer? An arena football team? Why in the world would we as Lions fans want this trend to continue?
A REVOLUTION is exactly what the Lions need. To completely change course. To do a 180°. To turn from losing and look to winning.
Now that we know why this is necessary, we need to realize that change is never easy. When the Buccaneers rebranded 10 years ago, there were alot of fans who didn't want to let go of Bucco Bruce. Same thing with the Denver Broncos. However, looking back, we now realize that it was for the best (or at least most of us do )
So what do Lions fans need to let go of? Bubbles. The symbol of 50 years of losing. Sure Bubbles is a nice logo. But Bubbles was also designed almost a half century years ago. Even half the people who look at it can't even tell the shape of the lion because of its major flaws (from purely a design standpoint.) It has symbolized poor management, underperforming teams, and even a death on the field. It is practically begging to be put down...
There you go... put Bubbles down nice and slowly... There! Was that so hard?
Now let me introduce you to the new mark of the Detroit Lions. A mark that will represent change. A mark that will represent the new dawn. A mark that will represent REVOLUTION.
Together, Andy and I have put together the ultimate identity package for the Lions.
The first bit of business was to ditch any black. Instead, the black was replaced by gunmetal silver. We also richened the traditional honolulu blue to more of it's original state...
The primary logo is the product of studying several modern lion logos. You name a logo that contains a logo, it was probably searched and studied. Structure, facial postioning and expressions, highlights, everything, was carefully crafted.
The wordmark features a Verlander-esk update. Circus points were incorporated into the letters, a specific reference to the era of the greatest running back in NFL history, Barry Sanders.
Detroit Lions Concept Logo By Wes Kull
By Wes Kull - Graphic Designer Website
A logo rebranding of the Detroit Lions NFL football team.