On February 1, 2017, the Lions announced a new typeface, logo, and the complete removal of the color black from the team identity. The team “made it a priority to emphasize our classic color combination of Honolulu blue and silver, which has been synonymous with the Detroit Lions since 1934. ” The new logo is identical to the old, except with a silver border instead of a black one. The Lions then unveiled the club’s new uniforms on April 13, 2017. The Lions also added the initials “WCF” to the left sleeve as a permanent tribute to William Clay Ford, who owned the team from 1963 until his death in 2014. The sleeve addition replaces the black “WCF” patch on the left breast that was added after Ford’s death.