DANNNY MCCCARTHY | Brand Identity Design & Strategy in Seattle

Make it stand out.

Is the iconic leprechaun getting a makeover? Dive into the Boston Celtics' bold logo rebrand.

Celtics Updated Hoodie

Updated Celtics Practice Court

Updated Celtics Jersey

Updated Celtics Sticker Design

I thoroughly enjoyed working on this recent branding project, particularly drawing inspiration from the historical Celtics logos, such as the captivating design from the 1950s. While acknowledging the advancements in design capabilities since then, I couldn't help but appreciate the character embedded in the earlier iterations.

Although the current Celtics logo is commendable, I couldn't shake the idea of infusing the lively essence of the leprechaun mascot from the games into a new logo. Exploring the possibility of merging the charm of the old logo with the sophistication of the new, I created mock-ups to illustrate the envisioned identity for the Celtics.

I opted for a light gray-green hue instead of a stark white, and employed a hunter green accent to convey a sense of premium quality.

HERE IS A TIMELAPSE OF HOW I WORKED ON THE REBRANDED LOGO.