Ryan Smith Envisions Distinct Utah Identity for Mammoth and Jazz Brands
SALT LAKE CITY — As the Utah Mammoth and Utah Jazz undergo major transformations, team owner Ryan Smith is confident both franchises will increasingly reflect the unique spirit of Utah in the coming years.
Following the official renaming of the Utah Hockey Club to the Utah Mammoth, Smith joined Hans and Scotty G. on KSL Sports Zone to outline his branding goals for both the NHL and NBA teams.
Fan engagement played a key role in naming the Mammoth. Smith said the final decision was easy once the name was narrowed to three options, thanks to an overwhelming response from the public.
BREAKING: The Utah Hockey Club will officially become the Utah Mammoth after a 13 month naming process 🦣#TusksUphttps://t.co/NGQtxi2VoG
— Cole Bagley (@BagleyKSLsports) May 7, 2025
“Once we got to the final three, our fans made it really clear,” Smith said. “I’m incredibly proud that we went in the direction our fans wanted.”
During an 11-day stretch of NHL and NBA games in February, Smith and his team collected nearly a million votes, helping solidify the Mammoth identity.
In addition to hockey, Smith shared updates on the Utah Jazz’s upcoming rebrand. Surrounded by the Wasatch and Oquirrh Mountains, Salt Lake City offers an outdoor lifestyle unlike most other pro sports markets—something Smith plans to highlight through the team’s design choices.
The Jazz’s visual identity has evolved from its original New Orleans Mardi Gras palette to the mountain-themed look of the late ’90s Stockton-Malone era. However, in recent years, inconsistent redesigns failed to resonate with fans—reaching a low point during the 2022–23 season with a widely criticized highlighter yellow scheme.
The @utahjazz note is purple once again ahead of Friday’s jersey reveal.
🟣⚪️🏔#TakeNote pic.twitter.com/OR9tTqALLT
— KSL Sports (@kslsports) June 16, 2022
Now, four seasons later, the Jazz are set to unveil a new white, mountain-themed uniform, officially phasing out the unpopular yellow.
“Our goal is to create a cohesive look across all our jerseys,” Smith explained. “The mountain is something uniquely ours—it connects everything. It’s exciting to finally make it central to our identity.”
Would you like a side-by-side comparison of the old and new Jazz branding elements?
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