Starting with logo, Lions on new mission
Associated Press

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

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

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

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

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

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

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

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

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

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

Copyright 2009 by The Associated Press