Nov 1, 2013; Boston, MA, USA; A general view of the Boston Celtics logo prior to a game against the Milwaukee Bucks at TD Garden. Mandatory Credit: Mark L. Baer-USA TODAY Sports

Boston Celtics New Alternate Jersey Logo [Photo]

It’s been a quiet summer for the Boston Celtics so far, hasn’t it?

Aside from a few player acquisitions (Tyler Zeller, Evan Turner), most of the Celtics’ offseason has been dominated by rumors – will the Boston Celtics trade Rajon Rondo?  Are they still in the Kevin Love sweepstakes – or were they ever really in it at all?  When are they going to unveil a new alternate jersey logo?

Okay – maybe we weren’t speculating over the new alternate logo, mostly because, ah, no one really thinks, cares, or worries about stuff like that.  It is, however, kind of cool.   Here is the press release in which the Boston Celtics explained the thought process behind the new design:

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.

Full disclosure: I had no idea that Red Auerbach’s brother was the man behind the original Celtics’ leprechaun logo.  You learn something new everyday!

The new logo, called “Lucky Alternate,” now gives the Celtics three alternates from which to choose, and can be displayed in a number of different ways, as the following chart depicts (courtesy of the Boston Celtics official website).


Look for the logo to makes its debut on a variety of Adidas apparel and merchandise found at the Celtics merchandise store (

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