Utah Mammoth's new 2025-26 sweaters (Courtesy of Utah Mammoth).
(Courtesy of Utah Mammoth)
SALT LAKE CITY – Last week marked the dawn of a new ice age as the Utah Mammoth officially unveiled their highly anticipated rebrand. With an assortment of fresh logos, wordmarks and new sweaters, let’s take a closer look at Utah’s updated identity.
Full Story: Utah Hockey Club To Become Utah Mammoth As Team Announces New Name
After more than a year long process, Smith Entertainment Group remained true to their word as Utah chose the name of the NHL’s newest franchise.
A new Ice Age dawns. Introducing Utah Mammoth. #TusksUp pic.twitter.com/B2yuoflDRt
— Utah Mammoth (@utahhockeyclub) May 7, 2025
With nearly a million votes (850,000) from start to finish, Mammoth became the clear favorite down the stretch and fulfilled what felt like a process of destiny.
“This entire identity has been chosen by our community. I don’t think people thought we would actually go for it, but we did, and we landed in a spot that we are pretty excited about, and the community wanted because they chose it,” Mammoth Owner Ryan Smith said during the announcement press conference.
“As we uncovered a little bit of the mammoth history in this state, it was daunting…whether it was Lake Bonneville, Fairview, Lake Powell…The size of the mammoth and how fast they go. It became this really cool thing and then it catapulted with ‘Tusks Up.'”
Like Smith pointed out and as the naming process progressed, it felt like Mammoth was always meant to be.
Once Yeti was out of reach due to Yeti Coolers unwillingness to collaborate, Mammoth emerged as a rallying point that so many fans resonated with.
Combined with the state’s somewhat overlooked yet rich history of mammoths and how perfectly it matched Utah’s aesthetic, the name was a home run.
The more I see it, the more it feels like Mammoth was always destined to become the name.#TusksUp https://t.co/P4AoJFCzRG
— Cole Bagley (@BagleyKSLsports) May 12, 2025
As for the actual logo itself, the design was a perfect combination of the team’s colors, a representation of the state and the ferocity of the prehistoric beast.
Alright Mammoth gang,
How do you feel about your new name?#TusksUp pic.twitter.com/DOVJtnIwtC
— Cole Bagley (@BagleyKSLsports) May 7, 2025
Name and Primary Logo Grade: A+
While the primary logo is more detailed and outfitted with easter eggs, the secondary logos were approached with strength and simplicity.
All of the new Utah Mammoth logos 🦣#TusksUp pic.twitter.com/XETeG6Qm1g
— Cole Bagley (@BagleyKSLsports) May 7, 2025
For a state overflowing with pride, adding a tusk to “UTAH” and a single “U” was a well-constructed thing of beauty.
Secondary Logo Grade: A+
Nothing crazy here.
With so much detail in the primary logo and strong secondary logos, the wordmarks remained very basic.
As for the tertiary logo, the organization continued to combine simplicity with state pride while also adding a slight easter egg of the UTAH stairstep design from the franchise’s inaugural season sweaters.
Wordmark Grade: B-
Tertiary Grade: A-
Incorporating the primary logo, tertiary logo and original UTAH stairstep design, the new Mammoth sweaters are certainly a step up from their inaugural season threads.
A closer look at our future jerseys. 🔎 #TusksUp pic.twitter.com/pQEtLpidMn
— Utah Mammoth (@utahhockeyclub) May 7, 2025
As Chris Armstrong pointed out last fall, the away sweater will remain mostly unchanged as the club represents Utah on the road. Meanwhile, the new home sweater features the fierce Mammoth front and center with the tertiary Utah on the shoulders.
Player numbers will be styled in the “Mammoth Sans font” and “Est. 2024” will be stitched inside the collar of both sweaters to recognize the club’s inception.
“The idea of representing Utah when we are away from the state, on the road, playing against other teams across the league; It’s a point of pride to have Utah adorned across our chest and our new primary mark featured in our home arena with our home marks,” The club said.
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While these jerseys are a beautifully crafted upgrade from last season, they’re some minor areas that arguably could’ve gone a different direction.
First off, while the stripes on the home are fine, it would’ve been fun to see a little more personality.
Perhaps some mountain outlines to add a bit of flare?
And concept time… It’s awfully close to the Avs, but I used the mountain-style stroke from the inaugural patch as the basis of the striping pattern. I guess I’m Team Mammoth, but at this point, I think Utah HC is just as good lol #UtahHC #Mammoth #TuskUp pic.twitter.com/no7wOBvaDm
— Orion Taylor (@orionataylor) February 4, 2025
As for the shoulders, the tertiary logo is also fine, but the secondary “U” logo may have offered a stronger and more simplified look.
The state outline just feels a little bit heavy.
Looking ahead to the future, Utah will need to introduce an alternate at some point which undoubtedly needs to be the mountain blue.
Couple that with the secondary “U” logo on the front and Utah would have one of the best jersey trios in the NHL.
10/10 alternate 🤩 https://t.co/g6oh6G4v4t
— Cole Bagley (@BagleyKSLsports) May 10, 2025
Sweater Grade: B+
Originated by the fans during the inaugural season, Tusks Up quickly became the rally cry and the club made the right move by embracing the slogan.
#TUSKSUP 🤘🏻 is our “Release the Kraken” moment #UtahHC #UTAHMAMMOTH (all caps) @utahhockeyclub @RyanQualtrics
— Clubbers Till We Die 🦣 (@clubbertime) January 30, 2025
“‘Tusks Up’ is really a rally cry. It’s already been used over ten-thousand different times and it’s going to be how we’re known,” Smith said.
Tusks Up Slogan Grade: A
Following the announcement, I conducted a poll on my X account asking fans to grade the rebrand.
With more than 4,000 votes, the Mammoth received a remarkably positive response with 86 percent voting “A” and another 10.9 percent voting “B.”
Mammoth gang, what overall letter grade would you give the #TusksUp branding?
I’m very curious to see how it’s generally been received.
Please let me know your thoughts as I may include them in an article!
— Cole Bagley (@BagleyKSLsports) May 9, 2025
They did quite a unique job with all the minor details and really brought the Utah to the logo which is what we needed!! Amazing
— Tusk Talk (@TuskTalk_) May 10, 2025
I said B because I’m still unsure about the mail logo. It’s growing on me and I do like the subtle things like the state and the M…. Colors have been perfect, the secondary logos are great and I love #TusksUp
— BIG12Utes (@big12Utes) May 9, 2025
Perfect for Utah imo. Little do people know Utah is where archeologists have found tons bunch of fossils including mammoths. The logo, the colors, and the brand that they came up with for this brand are perfect imo. Can’t wait to bring the Stanley Cup to Utah.
— ACB⚡️ (@UnkleZero) May 10, 2025
Generally good, would have liked to see a little more done with the sweaters, not anything crazy, but a little more personality would have been nice .
— Center Ice Utah (@Center_Ice_Utah) May 10, 2025
Following the conclusion of the Utah Mammoth’s inaugural season, the next notable event will be the NHL Draft on June 27 and 28.
After recently drawing the fourth overall draft pick in the 2025 NHL draft, each of Utah’s upcoming draft selections will be dressed in the new Utah Mammoth home sweater.
Full story: Utah Hockey Club Draws No. 4 Overall Pick In 2025 NHL Draft Lottery
