Utah Mammoth Unveil Bold New Identity and Uniforms
What started as a temporary name and a blank slate has officially transformed into one of the boldest identities in professional hockey. After more than 850,000 votes and a year-long rebranding process, Utah’s NHL franchise has a name, a look, and a rallying cry: Utah Mammoth is here to stay — and it’s stomping in with purpose.
the new identity is the product of 13 months of community input, a rapid design timeline, and a vision to build something by Utah, for Utah. The team partnered with Doubleday & Cartwright to bring the brand to life, and fans showed up in force to help shape every element of the new look.
“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,” said owners Ryan and Ashley Smith.
The new identity centers on the "Mountain Mammoth" logo — a mammoth charging forward with the Wasatch Mountains on its crown, the outline of Utah carved into the peaks, and tusks forming a bold "U." It's a logo packed with meaning and motion, and it's now front and center on the franchise’s permanent home and away uniforms.
The home jersey features the Mountain Mammoth charging across the chest, while the away kit introduces a bold step-down “U-T-A-H” wordmark running diagonally down the front — an evolution of the team’s inaugural design.
Other design details include:
Primary Colors: Rock Black, Mountain Blue, and Salt White (a carryover from the inaugural season).
Typography: A custom-designed font called Mammoth Sans, which leans forward at a 10-degree angle, mimicking Utah’s jagged terrain. The “A” and “H” carry angular crossbars, linking back to the team’s original lettering.
Collar Detail: Both jerseys include “EST. 2024” stitched into the neckline — a nod to the franchise's roots.
Shoulder Logos: The home jerseys carry a new Utah Badge — a stylized patch with the state outline, “U-T-A-H,” and a hockey stick. The away jerseys carry the Mountain Mammoth on the shoulders.
Pant Detail: A tusk cuts through the “U” on both sets of pants, tying the whole identity together from top to bottom.
Very few professional teams have invited fans this deeply into the rebranding process, especially on such an accelerated timeline. The franchise began as the Utah Hockey Club after acquiring the Arizona Coyotes in April 2024. From there, it launched a four-round fan vote to determine the permanent name and identity.
That passion was rewarded with an identity that hits hard on every level: geographic, historic, visual, and cultural. From the Ice Age legacy of the mammoth to the modern, clean aesthetic of the jerseys, the Utah Mammoth feel fully formed — like they've been part of the NHL landscape for decades.
SHOP utah GEAR HERE
See What Else Is New
Featured
Related Articles
Featured
