Utah Mammoth unveiled as NHL’s newest identity after fan-led rebranding

Fan power defines Utah NHL franchise’s permanent identity

In a unique show of fan engagement, the Utah Mammoth was officially unveiled on Wednesday, May 7 as the permanent name for Utah’s NHL team, replacing the temporary Utah Hockey Club. Over 850,000 fan votes were cast during a four-round selection process, which included logo feedback and branding reviews.

Owners Ryan and Ashley Smith highlighted the collaborative nature of the process.


“The community chose the Utah Mammoth brand, and it stands as a symbol of who we are, where we came from, and the unstoppable force we're building together.”

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The name pays homage to prehistoric mammoths that roamed the region over 10,000 years ago, including a complete skeleton unearthed in Huntington Canyon in 1988.

New identity features Mammoth logo, unique jerseys, and “Tusks Up” motto

The team’s Mammoth logo, revealed Wednesday, features a stylized mammoth head incorporating several hidden elements, including the Wasatch Mountains, a Utah silhouette, a negative-space “M”, and a curved tusk resembling a “U” for Utah.

“Evidence suggests mammoths charged in herds at speeds exceeding 25 miles per hour, comparable to the speeds reached by the fastest skaters in the NHL,” the team noted in a release.

Utah Mammoth jerseys will feature the mammoth logo on home sweaters and the state name on road uniforms, joining the Carolina Hurricanes in mixing logos and wordmarks.

Trademark hurdles eliminated, Mammoth surpasses former favorites

Initially, names like Yeti were favored by fans and players, but legal obstacles with Yeti Coolers LLC forced the team to pivot. The final vote included Mammoth, Outlaws, and Utah Hockey Club, with the Mammoth name emerging as the “clear favorite.”

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The team confirmed that trademark conflicts were resolved, including dialogue with Colorado Mammoth (NLL), who offered support.

A Mammoth-inspired mascot will debut at home games next season, and merchandise is already available at the Delta Center.