NHL’s Utah Hockey Club Taken To Tusk, Officially Named Mammoth
No more Football Team, now no more Hockey Club. Everyone is properly branded again
If you want to keep dancing at the Utah Hockey Club, you’re gonna have to get stomping. After spending their inaugural year under that temporary name, born from the hockey assets of the Arizona Coyotes, the National Hockey League is going tusks up as the team officially becomes the Utah Mammoth. The name defeated a continuance of the birth name as well as the Utah Outlaws.
The process, the team revealed Wednesday, took four rounds of surveys and tallied more than 850,000 votes, all to be spoiled by changing their YouTube handle and URL a week early in preparation. The name is deliberately singular in an all-for-one spirit, and honors one of the animals that lived in Utah about 10,000 years ago during the last Ice Age. The primary logo is called the “Mountain Mammoth” and incorporates the snow-capped Wasatch Mountains on the crown, the outline of the state of Utah in one of the peaks and tusks curving up to form a “U.” The Mountain Mammoth is the star of the home jersey, while an updated “U-T-A-H” adorns the away jersey. The “Mountain Mammoth” primary logo also sits on the shoulders of the away jersey. A new “Utah Badge” secondary logo sits on the shoulders of the home jersey, featuring the state’s outline, the returning stairstep “U-T-A-H”, and a hockey stick. A tusk cuts through the “U” in another secondary logo on both sets of pants. The team will continue to use Rock Black, Mountain Blue and Salt White color scheme that they were born with.
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Owners Ryan and Ashley Smith and NHL Commissioner Gary Bettman held an introductory press conference at 1 p.m. ET Wednesday at the team’s home arena, Delta Center in Salt Lake City. “From Day 1, we committed that this team would be built with and for the people of Utah, and we are excited to celebrate today’s launch with the entire state,” the Smiths said in a statement. “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.”
Because of trademark clearances, the process from design took 18 months. “When it came to naming the team, we did something unprecedented -- going through four rounds of community voting, including getting feedback not only on potential names but also on potential logos,” the Smiths said. “We love the passion of the people of Utah and the way they showed up for the team during its inaugural season and the energy they brought to voting on its permanent identity.”
Paleontologists have found mammoth bones “at various spots in the state, some so well-preserved that they still contained tatters of DNA,” according to an article on the Natural History Museum of Utah website. That gives the Mammoth historical significance, while the details hone in on location, the team says. The new identity honors and updates what was established in the first year. It uses a new custom-designed typeface, Mammoth Sans, featuring a 10-degree forward slant to “mirror Utah’s mountainous terrain” and angled crossbars on the “A” and “H” to link to the inaugural year’s lettering system. The striping design and color scheme, black at home, white on the road, are retained, but the players’ numbers will shift to the new font. Founding year insignias are inside the collar.
The reveal comes as the team readies for the NHL Draft, happening at L.A. Live’s Peacock Theater in Los Angeles on June 27 on ESPN and 28 on NHL Network. You wouldn’t want to go in without a solidified identity on the jersey for the potential 4th overall pick to hold up. Since the full press conference was livestreamed, as an NHL Network simulcast, it can be watched below.
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Source: NHL