The goal in creating the logo was to extend the Celtics brand with a symbol reflecting the rich tradition of the organization throughout its history, yet versatile enough to work across various ...

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

The Boston Celtics are an organization steeped in history. So whenever any aesthetic change is made, fans take notice. The latest update is impossible to miss.

Why are there still such divergent views on the Celtics logo? Turns out, symbolism is a complicated subject.

BOSTON (CBS/AP) — The Boston Celtics will take to the parquet court next season wearing a General Electric logo on their uniforms. The team said Wednesday it has a three-year deal that makes the ...

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 ...

Converse projects the Thunder's SGA logo over the city of Boston after their win against the Celtics, which clinches a playoff berth.

Boston's made a few tweaks to the classic look in order to create the alternate logo, which features the silhouette of Lucky the leprechaun with a green background around it.

Rhode Island-based Amica Mutual Insurance will have its logo appear on Celtics jerseys starting next season.

The Oklahoma City Thunder edged out the Boston Celtics 118–112 on Wednesday night in a thrilling potential preview of this year's finals matchup. Led by point guard Shai Gilgeous-Alexander, who ...

Brooklyn Nets guard Kyrie Irving scrapes his foot on the Boston Celtics logo at mid-court after they defeated the Celtics in Game 4 during an NBA basketball first-round playoff series, Sunday, May ...

Converse Bat Signaled SGA's Shoe Logo Across Boston After Thunder's Win vs. Celtics The Boston-based shoe brand paid perfect tribute to their partner.