Detroit Lions Unveil New Logo

Monday was a big day for the Detroit Lions. As the team prepares for a potential make-or-break first-round pick in the NFL Draft this weekend, they also tried to shed years of mediocrity and embarrassment by making some tweaks to their image.

The logo you see above was revealed Monday in Detroit. It is labeled as the team's new "comprehensive brand".

The idea wasn't to overhaul everything. You'll notice that the Lions' familiar Honolulu blue remains the home jersey color, and the logo didn't change all that much.

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Detroit Lions fans look at the teams new logo on a helmet in Madison Heights, Mich., Monday April 20, 2009. The team's comprehensive new brand includes a new logo, new uniforms and other branding elements. (AP Photo/Paul Sancya)

Detroit Lions wide receiver Calvin Johnson (81) from left, running back Kevin Smith, center Dominic Raiola (51), linebacker Ernie Sims (50) and place kicker Jason Hanson (4) unveil their new team uniforms in Madison Heights, Mich., Monday April 20, 2009. The team's comprehensive new brand includes a new logo, new uniforms and other branding elements. (AP Photo/Paul Sancya)

Detroit Lions merchandise is shown for sale after the team unveiled their new team logo in Madison Heights, Mich., Monday April 20, 2009. The team's comprehensive new brand includes a new logo, new uniforms and other branding elements. (AP Photo/Paul Sancya)

Detroit Lions president Tom Lewand unveils the new team logo in Madison Heights, Mich., Monday April 20, 2009. The team's comprehensive new brand includes a new logo, new uniforms and other branding elements. (AP Photo/Paul Sancya)

Buffalo Bills' Dominic Rhodes speaks during a football news conference at Ralph Wilson Stadium in Orchard Park, N.Y., Monday, April 20, 2009. The Bills agreed to terms with unrestricted free agent Dominic Rhodes on Monday. (AP Photo/David Duprey)

A Detroit Lions helmet is shown with the new team logo in Madison Heights, Mich., Monday April 20, 2009. The team's comprehensive new brand includes a new logo, new uniforms and other branding elements. (AP Photo/Paul Sancya)

Detroit Lions center Dominic Raiola (51) unveils the new team home uniform and linebacker Ernie Sims (50) the new away uniforms in Madison Heights, Mich., Monday April 20, 2009. The team's comprehensive new brand includes a new logo, new uniforms and other branding elements. (AP Photo/Paul Sancya)

Denver Broncos linebacker Boss Bailey looks on as the New Orleans Hornets face the Denver Nuggets in the first quarter of Game 1 of a Western Conference first-round playoff basketball game in Denver on Sunday, April 19, 2009. (AP Photo/David Zalubowski)

Also, Lions president Tom Lewand is clear that this won't turn around the team's image unless the team improves on the football 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."

This isn't a bold move by the organization. It's very similar, in my view, to the most recent logo changes made by the Atlanta Falcons, Arizona Cardinals, and Minnesota Vikings. While it allows the organization to talk in big terms about branding and having a mission, it also allows them to talk about the importance of their history. Most importantly, in this bad economy, fans won't feel like they need to go buy new wardrobes. The $100 jersey they bought last year doesn't look awfully out of date.

Now that the Lions have made this move to change their off-field image, it's time for Lewand and the front office to make the right move in the NFL Draft.

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