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.

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 ...

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 ...

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.

Kevin Garnett has put Kyrie Irving on blast for stomping on the Boston Celtics ‘Lucky’ logo. Garnett– who is newly minted into the NBA Hall of Fame —played six seasons with the Celtics and ...

Boston Celtics owner Wyc Grousbeck was expecting more of a fight when he and his partners approached franchise patriarch Red Auerbach about having cheerleaders perform at games. The Celtics were th… ...

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 ...

The Boston Celtics are one of the NBA's most iconic franchises, and now, ... Boston Celtics Will Use Alternate Logo Featuring Silhouette of Leprechaun. Kyle Newport Jul 20, 2014.

A depiction of the GE logo on the Celtics' jerseys (Courtesy of GE) The NBA Board of Governors last year approved the sale of jersey sponsorships. The three-year pilot program begins with the 2017 ...

But there were some Celtics fans out there who put the logo stomp in the same category as the bottle throw. And for that, NBA fans went on to mock the enormous overreaction to Kyrie's logo stomp.

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.