“Tusks Up” Becomes New Rallying Cry as Fans Choose Mammoth as Permanent Identity
The NHL’s newest franchise has officially adopted its permanent name and identity: the Utah Mammoth. Announced today by Smith Entertainment Group (SEG), the name was the overwhelming fan favourite in a year-long, multi-round voting process that garnered over 850,000 ballots.
Formerly known as the Utah Hockey Club during its inaugural 2024-25 season, the team rebranded following an extensive community-driven process that allowed fans to vote on potential names, logos, and brand concepts. “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,” team owners Ryan and Ashley Smith said.
Inspired by the prehistoric mammoths that once roamed Utah over 10,000 years ago, the new team identity pays homage to local history. A complete mammoth skeleton was famously unearthed in Huntington Canyon in 1988. According to team lore, these powerful creatures could charge in herds at speeds exceeding 25 mph—mirroring the swift pace of NHL hockey.
The team opted for the singular “Mammoth” over the plural “Mammoths” to reflect unity: one team, all-in, representing the entire state.
The new logo features a mammoth head with symbolic details:
- Snow-capped Wasatch Mountains form the top of the head,
- A silhouette of Utah and a hidden “M” appear on the left side,
- A curved tusk forms the shape of a “U” for Utah.
The official fan chant and rallying cry of “Tusks Up” will serve as the team’s motto next season.
The team unveiled its first wave of Utah Mammoth merchandise today at the Delta Center, including T-shirts, hats, and hoodies. Jerseys will be available later this offseason, making their first appearance during the NHL Draft in June, where Utah will pick fourth overall after winning the second draft lottery draw.
Jerseys will also carry unique elements: the home kit will showcase the Mammoth logo, while the away kit will display “Utah” in bold lettering. Both designs include shoulder patches—one featuring the state of Utah with a hockey stick, the other with the Mammoth logo. This approach aligns Utah with the Carolina Hurricanes as the only NHL teams using different visuals for home and away games.
A Mammoth-inspired mascot will debut next season, with further details expected in the coming months. It’s unclear whether the team will take another fan vote into consideration for the mascot name or whether this will be team driven.
The rebranding effort began in May 2024 with a Qualtrics fan poll listing 20 possible names. After several voting rounds and a trademark challenge that ruled out “Utah Yetis,” the final contenders included Mammoth, Outlaws, and Utah Hockey Club. Mammoth emerged as the clear fan favourite.
The team confirmed there are no trademark conflicts with the Colorado Mammoth lacrosse franchise, citing a collaborative relationship with Kroenke Sports and Entertainment.
While the “Utah Hockey Club” name retires from primary use, team officials say it remains a meaningful part of franchise history and may be honoured in the future.
Photo: Jenn G. This file is licensed under the Creative Commons Attribution-Share Alike 2.0 Generic license.