Celtics to unveil alternate logo: Silhouette of the iconic Leprechaun

Baxter Holmes of the Boston Globe talked about the new Boston Celtics logo today: a Silhouette of the iconic Leprechaun.
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.

Keith Sliney, the Celtics’ creative director and the logo’s designer, stressed that it won’t be replacing their main logo, nor are there immediate plans to place it on game jerseys.

“We think of it more as extending the Celtics brand,” Sliney said. “Our existing logos are not changing. This alternate is an additional emblem for us to use on everything from print to web to fabric. It’s very flexible.”

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