Refreshing a Legacy
Redesigning an intentional secondary and throwback marks for the Detroit Lions new season campaign as the NFL evolves it's uniform rules.
Client: Detroit Lions
Creative Director: Dane Storrusten
Designer: Dane Storrusten
History
The Lions revived their classic "automotive badge" mark from the 1960's in 2023 to adorn their new alternate Honolulu Blue lid. The results were mixed given the mark's inability to stand up in a modern media application.
Design Approach
The New Classic
A fresh new look with bold line work, intentional geometry, more personality, and optional variations that allow for one-color and reverse applications.
Alternate Lids
The logo mark, traditionally wasn;t meant for a helmet application. The redesign provides a more bold stylization fit for broadcast, and a more aggressive attitude that provides directional movement.
In the Wild
The throwback ID can flex across color ways and applications with ease, keeping it rooted in history while also fitting modern team campaigns and merchandise.
