The slogan comes from an organization that prides itself on being different — in its culture, its definition of success, and the unique atmosphere inside and outside TD Garden. For the lettering, we drew inspiration from vintage Celtics ads and apparel, with one playful script from a 1950s NBA radio guide standing out. Since the Celtics brand usually leans on sans-serif type, using a script created a bold, fitting contrast for the slogan, “Different Here.” Positive fan reactions to past script styles also confirmed this direction. The flowing, rhythmic forms reflect the teamwork, fluidity, and speed the players bring to the court. This mark is here to stay.

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