BEREA, Ohio - For a franchise in a constant state of change, the ones it unveiled Tuesday were decidedly subtle by Browns' standards.

The organization debuted a new primary logo that looks much like the old one - the team's iconic helmet only with a brighter, richer shade of orange and a brown facemask. The Browns also updated their secondary Dawg Pound logo, which features a snarling cartoon canine.

Browns president Alec Scheiner said the team's new uniform designs - to be made public April 14 at Cleveland Convention Center -- are more radical, but still in keeping with what "fans care about."

"We think the orange brings more energy and vibrancy to the logo," Scheiner said. "It's also a hint of what's to come with the uniforms. And then the brown facemask we think brings toughness.

"What we wanted to accomplish here and what our fans essentially gave us permission to do -- and you'll hear this later on with the uniforms -- is push forward but don't lose track of our tradition."

Some critics find it hard to believe the Browns required two years, along with the help of focus groups, Nike and the NFL, to arrive at such little alteration to their logos.

Whoa, slow down, Cleveland Browns. Let's not go crazy here pic.twitter.com/2mHLSwruzl — Bruce Arthur (@bruce_arthur) February 24, 2015

The process began not long after Jimmy Haslam bought the team in 2012, the club making it known it would be updating its uniforms and markings.

Putting a logo on the helmet was never a consideration, Scheiner reiterated Tuesday.

"We had committed from the beginning that we would not change our helmet, but we did contemplate whether or not there could be a different logo," Scheiner said. "Ultimately, we came back to being the only team in the NFL whose mark (logo) matched our helmet, and we thought that was really important."

Scheiner said there were five people within the organization heavily involved in the process. They looked at possibly 100 candidates , he added, before finally settling on the new markings.

The team president said the NFL is more involved in the logos than the uniforms, which are more the territory of Nike. Focus groups never saw candidates for logos or uniforms, but were asked for input in what they wanted included or excluded in them.

The new secondary logo is to celebrate the 30th anniversary of the Dawg Pound.

"You'd be amazed at the process of these things," Scheiner said. "I've probably seen a 100 of these dog faces if you can believe it. You go back and you tweak elements and there's certain things that you want to pay homage to and then you go back to the designers and you say, 'OK, we care about this aspect of it, these aspects we don't care about' and you would be amazed and shocked at just how many iterations there are with us."

The president understands there will be some backlash. Minutes after the unveiling, social media erupted with opinions, some making light of the subtle change after such a buildup.

Scheiner said the organization simply did not want to make a "radical departure" from the previous logos. Changing the team colors was never an option, he said, but he wouldn't respond when asked in a fourth color (gray) might be introduced.

The team president also said he never saw the Paul Brown silhouette logo that made the rounds on the Internet.

The club is keeping Brownie the Elf around as a secondary logo. It confirmed the team did wear brown facemasks between 1952-62.

The Browns won't roll out new merchandise, Scheiner said, until around the time of the uniform unveiling.