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.

Boston Celtics defeat Milwaukee Bucks: Jared Sullinger, the first unit struggles, more Jay King and Tom Westerholm break down the Boston Celtics victory over the Milwaukee Bucks, including Jared ...

It's clearly a stark contrast to the logo that's been painted at center court for years, as seen below: The Boston Celtics logo on the court at TD Garden.

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 ...

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 ...

A couple of years ago, the Celtics turned their office on Causeway Street, near TD Garden, into a pseudo museum detailing the franchise’s history, with pictures and memorabilia covering nearly ...

NBAE/Getty Images The Celtics have one of the most iconic logos in all of basketball, and that’s not changing anytime soon. But the team will unveil an alternate logo for the upcoming season, which ...

As part of the deal, Amica becomes the “exclusive auto, home, and life insurance partner of the Boston Celtics,” and its logo will appear on Celtics jerseys starting next season.

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 Boston Celtics unveiled a new alternate logo on Monday, which features a modern take on the classic image of Lucky spinning a basketball, refurbished in a clean contemporary style.