The Boston Celtics are one of the most storied franchises in all of sports; the organization has a strong tradition of success. In the sumptuous history, they have accumulated 51 playoff appearances and 17 championships. They had a knack of assembling high-caliber players to win those multiple championships like Bill Russell, John Havlicek, Cedric Maxwell, Larry Bird and Paul Pierce.
The Celtics are definitely in a rebuilding stage with head coach Brad Stevens going into his second year at the helm. They finished with a 25-57 record, which had them finishing 12th in the Eastern Conference.
The C’s have not made many changes to their roster this offseason, but that doesn’t mean they won’t have a new look. The organization will unveil the “Lucky Alternate” logo for the 2014-15 NBA season.
The Celtics will debut their new logo this week after 18 months of in-house work. The logo features “Lucky the Leprechaun” as a white silhouette with a green backdrop encircled by the words “BOSTON” and “CELTICS” in white, paying homage to the original logo created by Zang Auerbach, the brother of the team’s legendary president and general manager Red’s Auerbach. Zang was an editor and sports artist for newspapers in Washington.
The Celtics decided to create a new logo because it had been 16 years since the team had debuted its last new logo, a secondary shamrock.
“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.
Keith Sliney, the Celtics’ creative director and the logo’s designer, stressed that it won’t replace their main logo, nor are there immediate plans to place it on game jerseys.
Celtics season ticket-holders and corporate partners can buy apparel featuring the new alternate logo two days before products are released to the general public. However, the Celtics will be making revisions to their away jerseys. The front will now read “BOSTON” instead of “CELTICS”.
The NBA will make a universal change to jerseys by placing their logo on back instead of the front, along with adding a “gold tab” on the collar for each team that has won at least one championship.