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.

#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 ...

For decades, an intimidating figure has loomed large over any NBA game played in Boston... a leprechaun spinning a basketball on his finger? The Celtics' famous logo has been an indelible part of ...

During his time suiting up for the Celtics, Sharman wore only jersey No. 21 and put up 18.1 points, 3.9 rebounds, and 3.0 ...

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 ...

By the time the Celtics set up shop in June 1946, the Red Sox were well into their fourth decade of play. An original American League franchise, born in the inaugural 1901 season, they’d won the ...

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.

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 ...