As I wrote a couple of weeks ago, the Detroit Lions have finally released their new logo and it is exactly what early sources said it would be. With this larger picture, you can see the logo better. I do like the changes to the Lion itself, but I am still not thrilled with the wordmark. In fact, I don’t really care for the wordmark at all.

In my original post, somebody commented that the wordmark looks very World League and he’s dead right. Ever since he wrote that, all I can think of is USFL or something like that. 

In truth, though, I won’t mind the wordmark too much if they just field a better team. You can have the greatest logo in the world, but if the product on the field is garbage, your brand is garbage. Plus, I’d like to see the Lions return to anthing-close-to-respectability just because I am tired of ESPN jackasses and their constant smirky comments.

Anybody who grew up in Michigan or who follows the NFL is familiar with the logo above and all of the baggage attached to it. It’s the logo of the Detroit Lions, a once-proud franchise whose 2008–2009 season was the worst in NFL history. From the Ford family’s disastrous ownership to bad management decisions to bad luck, the Lions are in the midst of putting together the worst decade in the history of any NFL franchise.

You can’t fire the owners (unfortunately), but you can make a lot of other changes. Along with management changes (several of which weren’t really much of a change) and a lot of personnel changes, the Lions have decided to scrap the old-style Detroit Lions logo (above) and replace it with this:

Sorry for the small size, but it’s the best I could find. As you can see, the basic shape of the Lion is still the same, but they’ve added in some nice broad strokes to give the logo a little more motion. They’ve also sharpened up the Lion’s face, adding an eye and making the snarl more pronounced. It certainly looks a lot tougher and more menacing—now let’s wait to see if the team matches up to the logo.

Overall, I like the logo change. I’m pleased that even though this is a big change for them, the didn’t go too far. I’m glad they kept the Honolulu blue, as well. I know that some fans don’t like the blue very much and don’t think it’s a very tough-looking color, but it is one of the classic NFL logos. Keeping your traditions intact while giving your franchise a contemporary look is a good way to go about rebranding.

In addition to the logo, they have replaced the old, western-style “LIONS” logotype with this:

I don’t love it, but I don’t hate it. The old type was really, really dated and always looked out of place to me. This fits in with the new logo and it has a little more motion to it. It’s fine.

My only regret in this is that I didn’t write about it last week when I first saw a leaked version of the logo. It wasn’t the exact logo, but it was pretty close. Had I written about this then, it would be a little more timely. This is still pretty fresh news, but next time I won’t sit on the news for a week.

Does anybody remember the mini-saga in Detroit involving Detroit News reporter Rob Parker and then-Detroit Lions (then) head coach Rod Marinelli? In a very small nutshell, during a press conference after the Lions’ 14th or 15th loss of the season, Parker asked Marinelli if he wished his (Marinelli’s) daughter had married a better defensive coordinator (ex-Lions defensive coordinator Joe Barry is married to Marinelli’s daughter). At the time Marinelli blew the remark off.

Some sports columnists and bloggers began vilifying Parker right away. And once a few people started it, everybody jumped on the hand-wringing bandwagon and the SS Rob Parker was taking water. The next day Marinelli was interviewed and he was pissed. I mean he was really pissed. “Anytime you bring my family into…” and blah blah blah. Thing is, I believe that he was pissed, but as the head coach of the worst football team in NFL history, I think he may have been channeling some other frustration at Parker.

I get that it was probably a stupid question, but let’s not lose sight of something: it was funny. Rob Parker was right…if Marinelli’s daughter was going to marry a defensive coordinator, she picked the worst available. Let’s not sugar coat it—Joe Barry was a failure as a defensive coordinator in Detroit. Was it all his fault? No. Detroit is outmanned and outgunned in all aspects of professional football, with the possible exceptions of punter and kicker. But he was horrible. Detroit was at or near the bottom in almost every major defensive statistic.

And let’s not forget something else…Rob Parker didn’t bring Marinelli’s family into it. Marinelli did by hiring his son-in-law in the first place. All he did was mention the daughter. He didn’t call her a name or insult her. I suppose it is unprofessional to make a joke, but he didn’t really make the joke about the daughter. It was a jab at Joe Barry who, as I may have mentioned, was horrible. The mere mention of Marinelli’s daughter shouldn’t have created so much drama. Many, many columnists have made a career out of being wise asses (check out Woody Paige with the Denver Post–he’s one of the best). 

In the end, the forces of political correctness won. Rob Parker resigned his position with the Detroit News after having been demoted to general reporter or something like that (a clear case of jumping before you are pushed). It’s really too bad because all the guy did was make a joke. It wasn’t even a bad joke—it was funny. Lighten up, Francis.

I really hate kowtowing to the politically correct police. Remember, if you outlaw jokes than only outlaws will have jokes. Hmmm…I guess that stupid statment only works with guns.

So Parker resigns, Marinelli and Barry are both fired, and the Lions are searching for the next puppet they can hire and the next wide receiver they can draft.

Parker, Marinelli and Barry are all unemployed, but they’re probably all better off. 

Wherever you end up, Rob Parker, I wish you well. You, too, Rod Marinelli. I think you overreacted to the joke, but I still liked the way you handled yourself under the worst set of circumstances any head coach has ever had to endure. And Joe Barry, please believe that when I say you were horrible, I only mean with the hand you were dealt. I am sure that you will find a new gig and you will excel. 

So let’s try to tie this into branding, just so you don’t feel like you’ve wasted your time. Think about what the Detroit Lions brand is worth? This whole dog-and-pony show must have made William Clay Ford (Darth Fordius) gleeful because it pulled a little more attention away from the fact that the Lions are a Division-II team in the NFL. Can the Lions brand be tarnished any more? Or have we finally reached the limit? 

You know what, this gives me an idea. I think I am going to do a little column about the Lions brand and what impact the winless season had. And what it could mean for the future of the franchise. Stay tuned…I’ll try to get to it this week.