Photo: The Celtics' new alternate logo
Boston will debut what it is calling the "Lucky Alternate" this season, according to the Boston Globe.
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.
It appears Wall will be staying in Washington for a long time
Apparently James wasn't aware that Kyrie was considering a change of scenery
The Knicks reportedly have interest in the Cavs star, but do not want to give up their uni...
The Knicks, Spurs, Timberwolves and Heat are reportedly his preferred teams
Altman has been serving as the Cavs' assistant general manager under David Griffin
It was a calm Friday in the NBA world ... and then it wasn't