The Utah Hockey Club has officially rebranded as the Utah Mammoth, marking a new chapter for the team as they prepare to enhance their presence in the NHL. The name change celebrates the state’s rich history with mammoths, with fossils discovered in various locations throughout Utah, including a notable find in Fairview in 1988.
Smith Entertainment Group, which acquired the franchise in April 2024, announced the new name on Wednesday, stating that “Utah Mammoth” symbolizes the community’s involvement and spirit. Owners Ryan and Ashley Smith emphasized their commitment to building the team as a community asset.
The name selection process involved a fan-driven initiative over 13 months, with over 850,000 participants. Though “Yeti” was initially a contender, trademark issues led to its exclusion. The final choice of “Mammoth” gained overwhelming support, showcasing the connection Utahns have with the prehistoric creature.
Concerns regarding trademark overlaps with the Colorado Mammoth of the National Lacrosse League were addressed through positive dialogue between the two organizations, ensuring a collegial relationship moving forward.
The branding design, developed in collaboration with Doubleday & Cartwright, will include the “Mountain Mammoth” as the primary logo, featuring elements that reflect the Wasatch Mountain Range and include a stylized “U” formed by the mammoth’s tusk. The marketing slogan “Tusks Up” will serve as the rallying cry for fans.
The team’s colors remain consistent with their inaugural season: Rock Black, Mountain Blue, and Salt White. New home and away jerseys are on the way, with merchandise expected to be available soon. This year’s draft picks will notably receive their jerseys upon selection, further integrating the identity of the Utah Mammoth.
This rebranding signifies a hopeful and ambitious future for the team, affirming its commitment to community and the sport of hockey in Utah. The excitement surrounding the launch reflects a shared anticipation for an engaging and successful season ahead.