The effort to establish a new NHL team identity in Utah is now underway as a survey featuring 20 possible names was put up to a public vote.

In this video, I’m breaking down all the perks and pitfalls of every branding option along with a recap of how the NHL ended up in Salt Lake City. Will the new club have a name and logo when the 2024-25 season begins? Or will we have to wait a year?

▪️ CHAPTERS ▪️
00:00 – Intro
01:06 – NHL Arrives in Utah
04:47 – The Name Survey
07:03 – Utah HC / Ice / Frost / Freeze
08:25 – Black Diamonds / Powder
09:20 – Blizzard / Squall / Glaciers / Canyons
10:48 – Mammoth / Caribou
11:51 – Mountaineers / Outlaws
12:58 – Fury / Venom / Blast
14:08 – Yeti / Hive / Swarm
16:19 – What Comes Next?

The 20 names included in the Qualtrics survey from Smith Entertainment Group were as follows: Utah Black Diamonds, Utah Blast, Utah Blizzard, Utah Canyons, Utah Caribou, Utah Freeze, Utah Frost, Utah Fury, Utah Glaciers, Utah HC (Utah Hockey Club), Utah Hive, Utah Ice, Utah Mammoth, Utah Mountaineers, Utah Outlaws, Utah Powder, Utah Squall, Utah Swarm, Utah Venom, and Utah Yeti.

UTAH IN PROGRESS is a special presentation of Icethetics, looking at the future branding plans for the NHL’s new franchise in Salt Lake City.

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