Utah Mammoth is the permanent brand identity of Utah’s NHL Franchise after a 13-month process, with design firm Doubleday & Cartwright, that included four rounds of surveys and more than 850,000 votes. The name – deliberately singular, in an all-for-one spirit – honors an animal that lived in Utah during the last Ice Age about 10,000 years ago.
The primary logo, called the “Mountain Mammoth,” includes 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 rallying cry is “Tusks Up.” The Mountain Mammoth charges across the front of the home jersey, while an updated “U-T-A-H steps down the front of the away jersey.
A new “Utah Badge” secondary logo sits on the shoulders of the home jersey, featuring the outline of the state of Utah, the stairstep “U-T-A-H” from the inaugural uniforms, and a hockey stick. A tusk cuts through the “U” in another secondary logo on both sets of pants.
The colors will be the same used by the Utah Hockey Club during the team’s inaugural 2024-25 season: Rock Black, Mountain Blue and Salt White.
The new identity honors and updates the inaugural one. 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 into the inaugural lettering system.
The branding process of a professional sports team usually takes 18 months from design to trademark clearance. On a compressed timeline, Utah adopted the temporary identity of the Utah Hockey Club while working on the permanent identity.
