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.

With the Celtics hitting the TD Garden parquet this week for a couple of preseason games, the team debuted its new-look logo at center court. The logo is the same as it's always been in terms of ...

The Boston Celtics unveiled an alternate logo for the 2014-15 season on Monday, producing a silhouetted logo featuring the team's Lucky the Leprechaun mascot. The Celtics' new alternate logo won't ...

Emily made herself a prominent face on social media with her various logo redesigns, and now she has added the Boston Celtics ...

The Boston Celtics have unveiled a new alternate logo for the 2014-15 season: An explanation from the team: Photos via Celtics.com The Celtics say the new “Lucky Alternate” is a combination of ...

"We did not take lightly to putting a logo other than the Celtics logo on our uniform," team president Rich Gotham said. Although the jersey patches are the most visible part of the deal ...

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 Celtics have unveiled a new alternate logo that features a white silhouette of "Lucky the Leprechaun" against a green background. Lucky is depicted wearing a bowler hat, smoking a pipe and ...

And down one hallway, all the Celtics logos dating to the team’s founding in 1946 were splashed on the wall, each carrying the story behind its origin. Those stories sparked an idea for ...

The "lucky alternate" won't be on Celtics jerseys -- yet -- but who knows? Maybe one day, anti-tobacco groups will fight to remove the cigar from the iconic logo.