Celtics unveil new 'Lucky the Leprechaun' alternate logo
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 spinning a basketball on his finger as he leans on a cane. The words "Boston Celtics" appear in block letters surrounding the central image.
Boston's new look was first revealed by the Boston Globe, which notes that its inspiration dates back more than 50 years ago.
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’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.
All of Boston's current logos and imagery will reportedly remain as is. The new secondary logo won't immediately appear on the team's uniforms, but will instead be used on apparel and on the team's website.
The Celtics' primary logo, which also includes Lucky, and its "Shamrock" secondary logo can be seen below via SportsLogos.Net.
Although they entered the NBA in 1949, the Celtics have used just six different primary logos, and only two since 1978. Lucky has been featured on the primary logo since 1968.
The Celtics also unveiled new sleeved, throwback jerseys for St. Patrick's Day last season as an homage to the original Celtics, who wore sleeves during their inaugural 1946-47 season.