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 ... unorthodox to switch the logo from Jerry West, a Hall of Famer, to Evan Turner, not a Hall of Famer. But the design is brilliant. The outline of Turner's low fade and ...

#Celtics to debut alternate logo. My story in today's @BostonGlobe: http://t.co/aIoHjXSGvv pic.twitter.com/oQU9CsWuUO — Baxter Holmes (@BaxterHolmes) July 20, 2014 ...

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 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 ...

The Boston Celtics officially unveiled a new alternate logo (featured above), which they are calling "Lucky Alternate," on Monday morning. "The new logo, which was created in-house, features a ...

The Boston Celtics are changing things up next season, as the team will have a new alternate logo for the 2014-15 NBA season called the "Lucky Alternate." The Celtics will debut their new logo ...

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.

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 ...

BOSTON (CBS) -- Lucky the Leprechaun has received a bit of a makeover. The Boston Celtics unveiled a new alternate logo on Monday, which features a modern take on the classic image of Lucky ...