(Trent Nelson | The Salt Lake Tribune) A Utah Mammoth banner is raised outside Delta Center in Salt Lake City on May 7, 2025. Smith Entertainment Group has announced that the Mammoth will be the new name for the former Utah Hockey Club.
The mammoth is back roaming around Utah.
This time, though, it is in the form of an NHL franchise.
Smith Entertainment Group announced this week that “Utah Mammoth” is the official name of the team it acquired in April 2024. The group was called “Utah Hockey Club” for its inaugural season; that name will now be retired with the launch of the permanent branding.
“From day one, 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,” owners Ryan and Ashley Smith 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.”
Here is everything you need to know about the name selection, new logos and release of merchandise.
SEG conducted a 13-month, fan-driven voting process, which included four rounds of surveys.
Yeti was viewed as an early favorite, but SEG abandoned that as an option because of potential issues with the Yeti Coolers brand. Other possibilities included the Utah Outlaws and Utah Hockey Club.
By the final polling, the public voted on both names and logos. More than 850,000 people participated, according to the team, and Mammoth was the clear favorite.
(Bethany Baker | The Salt Lake Tribune) Bear, the mascot for the Utah Hockey Club, waves a flag on the ice after the Utah Hockey Club defeated the Calgary Flames at the Delta Center in Salt Lake City on Tuesday, April 1, 2025.
There were trademark concerns swirling about the National Lacrosse League’s team called the Colorado Mammoth. However, according to the Utah organization, the two have been in regular dialogue and have a good relationship. SEG said the Colorado team was supportive of efforts to name the NHL franchise the Utah Mammoth.
Building an NHL brand and identity has previously taken two years — think of expansion teams like the Seattle Kraken and Vegas Golden Knights. SEG accelerated that timeline to just over a year.
Smith said it was important that the team be a “community asset” from the start, and that included having an identity that was true to the state. Mammoths have a deep and documented history in Utah. Fossils have been discovered along the Bonneville shorelines, Bear Lake, Orem, Fillmore, Park City and Lake Powell. The most famous mammoth discovery, though, is the Huntington Mammoth, which was dug up near Fairview in 1988.
Mammoths were massive and forceful creatures that stood over 14 feet tall and weighed up to 22,000 pounds. The animal used its tusks to fend off predators, dig through snow and handle Utah’s glacial terrain as it came out of the ice age.
(Francisco Kjolseth | The Salt Lake Tribune) Utah hockey fans dress up as mammoth's as they celebrate Utah Hockey Club's first inaugural NHL season with a win at the Delta Center against the Chicago Blackhawks in Salt Lake City on Tuesday, Oct. 8, 2024.
The Utah Mammoth will feature the same colors that the team had in its inaugural season: “Rock Black, Mountain Blue and Salt White.”
The main branding is called the “Mountain Mammoth.” It will serve as the primary logo on Utah’s jerseys and merchandise. SEG worked with the Doubleday & Cartwright design firm on the project.
(SEG) All of the Utah Mammoth marks that were created for the permanent branding of the team.
The mammoth has the Wasatch Mountain Range and snow-capped peaks carved on its crown. The Utah state outline is hidden in those mountains to the left. The mammoth’s tusk is curved to form a “U” as a nod to its home. The team is adopting “Tusks Up” as its rally cry, too.
It is not the exact mammoth logo that fans voted on back in February, but it’s pretty close to it.
The secondary marks are supposed to highlight the team’s pride in the state. It includes the word “UTAH” with the mammoth tusk embedded into the “U.” There is also a tusked “U” that stands alone as a bold lettermark. A typeface called Mammoth Sans was created uniquely for this.
(SEG) The team's new slogan will be "Tusks Up" referring to the tusk on the Mountain Mammoth.
The Mammoth will keep the classic Utah badge emblem that was used during the franchise’s inaugural season. It has a slightly different look to it — including a slanted font and hockey stick through the state outline — but maintains the first-year feel.
Utah has two new jerseys — one home and one away.
The home jerseys are the same Rock Black base and will have the Mountain Mammoth mark at the center, while the Utah badge will be stitched on the shoulders. The same striping design from the inaugural season (on the arms and bottom of the sweater) will remain.
(SEG) The Utah Mammoth's new home and away jerseys featuring the official name.
The away jerseys will be Salt White and have the “UTAH” stairstep design across the chest. It is the same look as the inaugural uniform, except with an updated typeface. The Mountain Mammoth will be stitched on the shoulders.
Both jerseys will have the players’ names and numbers in the custom font and “Est. 2024” will be stitched inside the collar as a tribute to the NHL’s arrival in Utah. The U-Tusk mark will be on both uniforms’ pants.
Fans were able to purchase the first wave of Utah Mammoth merchandise on Wednesday at the Delta Center Team Store: hats, hoodies and T-shirts.
Online purchases will begin on May 14 at www.NHLShop.com.
(SEG) Up-close views of the Utah Mammoth's new home and away jerseys.
Jerseys will not be released yet — they will come out with the rest of the teams in the league ahead of the 2025-26 season. However, Utah’s picks in the 2025 NHL Draft (June 27 and 28) will receive the new Utah Mammoth jerseys when they are selected.
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