Created in-house, the logo, which is known as the “Lucky Alternate,” pays homage to the early 1960s illustration created by Celtics patriarch Red Auerbach's brother, Zang, a former editorial and sports artist for newspapers in Washington.
It features the classic image of Lucky the leprechaun spinning the ball on his finger, only in white silhouette against a green backdrop, encircled by the words “BOSTON” and “CELTICS” in white.
“It's such an iconic silhouette that people, when they see it, they'll know exactly what it is,” said Shawn Sullivan, the team's chief marketing officer.
The logo will first be used on adidas team apparel and merchandise on sale through the team's online store beginning this month.
Celtics season ticket-holders and corporate partners can also buy apparel featuring the new alternate logo two days before products are released to the general public.
This won't replace the Celtics' current logo, and Keith Sliney, the team's creative director and designer of the logo, said there are no plans to put it on a jersey. It's been 16 years since Boston has had a new logo, so this seems a reasonable time to create something new. Due to the Celtics' history of logos, the final result has a familiar feel.