I hate to lose more than I like to win
Founded in 1946, and with an enduring legacy of champions, the Boston Celtics deserve a modern image that represents excellence in basketball and its unique brand story. Like most organizations with devoted fans, undergoing a rebrand is a delicate process, but I felt the best direction to take the Celtics was a nod to the past with a contemporary twist. I chose to use the celtic knot as inspiration for both the primary "BC" mark and the secondary shamrock logo. With clean, interweaving lines, the new look encapsulates dynamic movement without cluttering an inherently sporty brand.