In an unprecedented move that merges fan engagement with brand development, Utah’s newest NHL team is taking a bold step by allowing fans to directly influence the team’s future. At the heart of this innovative campaign is the decision on the team’s name and logo, with options that resonate deeply with local sentiments and the state’s rich natural heritage.
A Community-Centric Approach to Branding
The Smith Entertainment Group has narrowed down the choices for the Utah hockey team’s name to three compelling options: the Utah Hockey Club, the Utah Mammoth, and the Utah Wasatch. This selection process isn’t just about branding; it’s about creating a community asset that fans can feel truly part of.
Mike Maughan, an executive with Smith Entertainment Group, emphasized the exclusivity of the in-arena voting process, stating, “The voting at this stage of the process will only be done in-arena… Because of the logos, we’re doing this only in-arena and not showing those publicly so that we can protect those images.” This approach not only fosters a sense of exclusivity and belonging but also addresses intellectual property concerns creatively.
Engaging Fans at Every Step
The decision to involve fans began with an open invitation for name suggestions, which was then narrowed down through multiple stages of voting. The current finalists—Hockey Club, Mammoth, and Wasatch—reflect a mix of heritage and new ideas, with the latter being a nod to the Wasatch Mountains, a central element in Utah’s landscape and culture.
“The name Wasatch is in tribute to the Wasatch Mountains that run from the Utah-Idaho border south to central Utah,” Maughan explained. “Eighty-five percent of Utahans live within 15 miles of what is called the Wasatch Front, this mountain range. So, it is allowing us to honor this idea of a mythical snow creature, but with a very Utah-centric approach to it.”
This localized approach extends to the visual identity as well. The logos paired with each name suggestion are crafted to embody the spirit of a hockey team while resonating with local and mythological elements. For instance, the Mammoth logo features an imposing mammoth, signifying strength and endurance, whereas the logo for Hockey Club and Wasatch depicts a mythical snow creature, aligning with regional folklore.
Resolving Trademark Challenges
The team’s journey to a new name and logo hasn’t been without its hurdles. Initial submissions for names like Hockey Club and Mammoth faced rejections from the United States Patent and Trademark Office, a common step in the naming process that the team anticipated and prepared for.
Maughan shared insights into their proactive approach, “This is a very standard part of any process naming. Now, obviously, we’re trying to do things in a much more condensed fashion than has largely ever been done before in professional sports, so we’re expediting that entire process. But nothing is unexpected… We’ve known about all of those for months and have strategies to deal with anything that would be coming out from the trademark office regarding any of the names previously on the list or that remain on the list today.”
A New Era in Fan Engagement
This fan-first strategy is not just about picking a name; it’s a part of a larger vision to transform how sports teams interact with their supporters. Ryan and Ashley Smith view the involvement of fans in the naming process as an opportunity to deepen community ties and enhance the fan experience.
I am a writer with a passion for technology and gaming. I write about a variety of subjects, including Esports, Games, Shows, and Sports. I create engaging and informative content for Hiptoro.