C's unveil new 'Lucky Alternate' logo

The Boston Celtics have unveiled a new alternate logo for the 2014-15 season:

Celtics new logo

An explanation from the team:

Photos via Celtics.com

The Celtics say the new “Lucky Alternate” is a combination of classic visuals that have been updated with a modern twist.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 formats and products. The new mark was inspired by the team’s past logos and pays homage to the Leprechaun logo from the 1960’s illustrated by Celtics’ legacy Red Auerbach’s brother, Zang.

The logo reproduces well at one or two-color and can be displayed with or without a border on the outer ring. To make the logo even more versatile, Lucky’s finer details were slightly modified, allowing for better visibility when produced at a smaller scale. The logo can also be displayed without the curved Future Bold typeface, resulting in a simplistic yet bold Celtics mark.

The new logo will first appear this month in a variety of adidas apparel and merchandise on the Celtics online store (celtics.com/shop). Celtics season ticket members and corporate partners will have an exclusive, two-day presale opportunity to purchase apparel featuring the new logo before products are released to the general public.

The new logo will not be utilized on game uniforms, though the Celtics did make one uniform switch for the 2014-15 season. Their road jerseys will now read "BOSTON" on the front rather than "CELTICS." Also, all teams that have won NBA titles will have a gold tab on the back of their jerseys indicating those titles.

Do you like the new alternate logo? Sound off in the comments.