The Detroit Lions have officially revealed their new uniform designs for the 2024 season, showcasing a blend of modern and classic elements. The unveiling took place at an exclusive event for season-ticket holders at Ford Field, following an earlier online leak of the jerseys.
Drawing inspiration from the Ford Motor Company’s relaunch of the Bronco as a modernized classic in 2021, the Lions’ new uniforms incorporate subtle improvements while paying homage to their early 1990s aesthetic. The updates include tweaks to the team’s color scheme, a redesigned number font, enhanced contrast for the numbers and nameplates, and an overall streamlined appearance with cleaner sleeve striping.
The most significant changes are reserved for the team’s alternate uniforms. The previous all-gray “Color Rush” uniforms have been replaced by a black jersey and pants combination. These new alternates will be paired with the blue helmets that were introduced by the team in the previous season.
Notably, the helmets themselves have undergone a significant overhaul. The retro logo used in 2023 has been replaced with a black version of the team’s leaping lion logo. The helmets now feature black striping and a black facemask, adding a fresh look to the team’s overall visual identity.
The process of developing the new uniforms began during the 2022 offseason, even though NFL teams are only required to change their uniforms once every five years. The Lions, who last unveiled their previous look in 2017, took their time due to an ownership transition and a restructuring of their football leadership. The focus was on establishing a strong culture and identity for the team.
The design process involved an NFL-mandated questionnaire that set the groundwork for the team, the league, and uniform provider Nike. Changing the logo, for example, presented additional complexities, including trademark considerations. Ultimately, the Lions decided not to alter their current logo, which was introduced in 2008 and underwent a minor update in 2017.
Lions’ Chief Communication and Brand Officer Brian Facchini expressed satisfaction with the logo, describing it as being in the best state it has ever been in the team’s history. While acknowledging the nostalgia associated with the previous logo nicknamed “Bubbles” and the interest generated by the black outline, the team believes the current logo represents a clean and excellent design that doesn’t require any modifications.
The Detroit Lions’ uniform redesign also aimed to enhance the definition of their primary color scheme while staying true to the team’s history. The iconic Honolulu blue, established when the team moved from Portsmouth, Ohio to Detroit in 1934, remains unchanged in terms of its Pantone number. However, variations in how color applied to different fabrics led to shading inconsistencies over the years, especially with different jersey manufacturers. Working closely with Nike, their current uniform provider, the Lions sought to match the blue to their vision and draw inspiration from their 1990s uniforms.
The updated blue is noticeably richer and more vibrant compared to the previous version when the jerseys are compared side by side. In addition to refining the blue, the Lions expressed a desire to reintroduce silver into their color scheme, moving away from a trend towards gray in recent uniform iterations. While the helmets maintained a metallic appearance, the new uniforms incorporate silver more effectively in the sleeve stripes and trim around the numbers. The team’s gray pants will be updated to resemble silver more closely, although they will lack the sheen of some earlier looks due to fabric limitations. The silver pants will be the same as those worn by the University of Georgia.
The Lions will have five pairs of pants in total—white, blue, black, silver, and silver with stripes—allowing for increased flexibility in potential combinations. This includes a secondary combination of blue pants with the black alternate jersey. Changes to the helmets include the addition of white accents in the middle striping, replacing gray. The most significant alteration is the return of a blue facemask, reminiscent of the team’s uniforms from the 1990s.
The 1990s uniforms hold a special place in the memories of fans because that era was marked by sustained success, with notable players like Barry Sanders, Chris Spielman, Lomas Brown, and Herman Moore leading the team. In addition to matching the blues, the Lions are updating their number font, which has faced criticism for being difficult to read from a distance. The new font will be blockier and chunkier, similar to what Sanders wore during his career. The gray numbers on the home blue jerseys will be replaced with white digits outlined in silver, while the gray nameplates will also be white. This change not only enhances readability but also adds visual appeal through heightened contrast.
The sleeve striping has been simplified to resemble the ’90s uniforms based on feedback from focus groups. The presence of late owner William Clay Ford’s initials on the left sleeve, which replaced a shoulder patch in 2017, has been a topic of criticism and will be removed. However, Ford will still be honored in two ways with the new uniforms. A small “WCF” sticker, similar to those used by the Chicago Bears and Las Vegas Raiders, will be placed on the back of the helmets as a tribute to the former owner. Additionally, a patch sewn inside official game jerseys will feature Ford’s signature. This patch will not be included in jerseys sold directly to fans.
Inside the collar of the three jerseys, there will be sewn-in wording as an additional embellishment. The home blue jersey will feature the team’s “One Pride” slogan, while the road whites will have “313,” representing Detroit’s area code. The black alternates will bear Detroit’s “Motor City” nickname. As for exterior embellishments, wording will be added to the chest plate on both the away (white) and alternate jerseys. Above the numbers, the white jersey will read “Detroit” in blue lettering, while the black alternates will display “Lions,” also in blue.
The team’s second alternate, throwback jerseys will undergo minimal updates, primarily affecting the colors, which will be barely noticeable. The Lions have found that fans love the retro uniforms, and that sentiment is shared within the organization. The recent adjustment to the NFL’s policy allows for individual uniforms to be changed once every five seasons, independent of the entire package, opening the possibility for the Lions to change their second alternate and add a third helmet as early as next year. However, given the popularity of the throwback look, such changes are unlikely to happen in the near future.
