BOSTON – The Boston Celtics have announced the addition of a new alternate logo, extending the team’s family of emblems and further expanding one of the world’s most recognized brands. The new logo, which was created in-house, features a modern take on the classic image of Lucky the leprechaun spinning a basketball refurbished in a clean contemporary style.
The goal in creating the logo was to extend the Celtics brand with a symbol reflecting the rich tradition of the organization throughout its history, yet versatile enough to work across various formats and products. The new mark was inspired by the team’s past logos and pays homage to the Leprechaun logo from the 1960’s illustrated by Celtics’ Legacy Red Auerbach’s brother Zang.
The logo reproduces well at one or two-color and can be displayed with or without a border on the outer ring. To make the logo even more versatile, Lucky’s finer details were slightly modified, allowing for better visibility when produced at a smaller scale. The logo can also be displayed without the curved Future Bold typeface, resulting in a simplistic yet bold Celtics mark.
The new logo will first appear this month in a variety of adidas apparel and merchandise on the Celtics online store (celtics.com/shop). Celtics season ticket members and corporate partners will have an exclusive, 2-day presale opportunity to purchase apparel featuring the new logo before products are released to the general public.
The new “Lucky Alternate” is a combination of classic visuals that have been updated with a modern twist. It will be a great addition to the Boston Celtics brand and integrates seamlessly with the existing primary and secondary logos, which will remain unchanged.