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Detroit Lions unveil new, fiercer logo

MADISON HEIGHTS, Mich. - Detroit has added teeth to its newLions logo. Only time will tell if the product on the field alsohas teeth.

The franchise revealed subtle changes to the logo and how theword "Lions" is spelled out during a news conference Mondayattended by dozens of fans.

Detroit stumbled to the NFL's first 0-16 season last year andhas the first pick Saturday in the NFL draft.

The leaping lion appears more fierce, while the team namefeatures an italicized slant.

The team says the changes are consistent with its "sense ofmission and direction."

"We stand firmly committed to improving the team on thefield," team president Tom Lewand said. "That success is alwaysthe most determinative factor of any NFL brand."

Some changes also have been made to the team's uniforms. Newtrim lines have been added, and the logo is above the numerals onthe jerseys.

Helmets now feature the new logo on each side. It's the mostsignificant change since 1961, when the logo originally was placedon helmets.

The team's Honolulu blue, white and black colors remainunchanged.

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


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