SALT LAKE CITY — Fans beamed and a branding expert glowed Wednesday as they stood in long lines outside the Delta Center to be among the first to get their hands on Utah Mammoth merchandise.
The NHL franchise formerly known as Utah Hockey Club introduced its new name and logo Wednesday morning, and the team store was stocked with hats, hoodies and jerseys when it opened at noon.
Getting to the front of the line, however, required an early start.
Justin Bancroft said he showed up at 9:30 a.m. after the 8:00 a.m. announcement.
“As soon as I got word they were selling stuff today, I’m like, ‘work can wait,’” he said.
There was already a healthy crowd by the time Lee Estep arrived.
“(I) figured there would be some fanfare, and lo and behold there was,” he said. “Surprise, we’re the Mammoth now.”
The initial reaction to the new name and logo was overwhelmingly positive.
“I think it represents Utah well,” said Jessica Cartwright. “I think they did a great job with the logo. We’re excited.”
Jakob Jensen, a professor of communication who directs the branding program at the University of Utah, also reacted very favorably to the Mammoth look and especially the logo.
“When I first look at it, it’s just very crisp and lucid,” Jensen said during an interview with KSL TV. “The more I look at it, I should be able to see layers. I think they did a beautiful job with their ‘TusksUp‘ site where they walk you through the logo and all the different choices they made, all the different ‘Easter eggs’ that are hidden in it. So that logo is really, really well-designed. I mean, it’s a 10 out of 10. It’s a beautiful design.”
Jensen went as far as to say it was “immediately one of the best logos in the NHL.”
“I mean, I love it — I can’t wait to have it on a jersey,” the self-professed hockey fan said. “This is a place where Mammoth once roamed and they’re an Ice Age creature, and so it makes a ton of sense that you’d have a hockey logo that was Mammoth, right? I’m surprised somebody doesn’t have it already, frankly, in the hockey world.”
Fans who combed through the store went to registers with hands full and left with large bags.
“So far, I found a hat, hoodie and even a puck that they signed for us,” Hunter Hiatt said. “That was cool.”
The Delta Center team store was stocked with Utah Mammoth gear Wednesday. (Greg Anderson, KSL TV)
Zach Lifferth seemed impressed by all the merchandise options on day one.
“I haven’t even gotten to that half of the store yet, so we’ll see what else there is,” he said.
Estep said he believed fans in general were satisfied with the name and look.
“I think we’re all pretty happy that Mammoth is what won out,” Estep said. “I am. I think it’s dope.”