One round of fan voting is complete, with a second round set to close on June 20. And with that, what was once a list of 20 possible team names for the Utah-based NHL club formerly known as the Arizona Coyotes has been narrowed to six. In other words, progress is being made so you may not want to shell out too much on the newly introduced 2024-25 branding.
Considering that four of the remaining options were among my top-five in my original ranking, I mostly approve of these finalists. But now that we're getting closer to the finish line in determining a team name (one that will help shape the future name of this blog, too), it's worth taking a closer look at each of the possible names left standing:
Utah Blizzard
Why It Works: Quite simply, "Blizzard" just sounds incredibly cool (no pun intended), just as "Kraken" did before it. Not only is it hockey-appropriate, but it's a name that lends itself to promotional and in-arena themes while also presenting a ready-made sponsorship opportunity with Dairy Queen.
Why It Doesn't Work: If you want to get technical, Utah only ranks 19th in terms of average annual snowfall among US states. That means that nine NHL teams reside in states that can stake a stronger claim for snow accumulation than Utah, to say nothing of the Canadian teams. Then, you also have the fact that "Blizzard" is a registered trademark by Dairy Queen, so if a partnership can't be achieved, the club will have to find agreeable terms for an ice cream giant that has been known to be litigious over its trademark.
Utah Hockey Club (Utah HC)
Why It Works: Though something of an outside the box idea, the thought of a soccer-inspired team identity was at least somewhat embraced by hockey fans in the first round of voting. In a stark contrast to some of the more cartoon-ish and unserious options, "Hockey Club" serves to legitimize the organization while also setting it apart from the rest of the league. Given how little respect was afforded to the Coyotes at times, this might be a welcome improvement among players and staff.
Our 2024-25 season jerseys 🏒
— UtahHockeyClub (@utahhockeyclub) June 13, 2024
Inspired by our love for Utah and our passion for hockey.#UtahHC pic.twitter.com/S7j4mfmejL
Why It Doesn't Work: For all the things that "Hockey Club" is, it just isn't fun. Regardless of the fact that no other franchise among the North American 'Big Four' leagues has taken this route for a team name, it still won't inspire any real passion or excitement if it ultimately gets chosen, especially since its being used currently as the default placeholder. Sure, they could adopt a separate identity for marketing and branding purposes, but then what's the point? Now that fans have been teased with alternate fun, regionally specific choices, "Hockey Club" starts to feel a bit boring.
Utah Mammoth
Why It Works: Arguably no other finalist works better as a cross reference between regional recognition and a strong hockey-relevant identifier. On one hand, woolly mammoths were known to inhabit parts of modern Utah in prehistoric times - so much so that a town called Mammoth, Utah exists about 90 minutes southwest of Salt Lake City. Of course, mammoth also refers to things that are exceptionally large in size - and that certainly applies when it comes to Utah's prospect pool.
Why It Doesn't Work: As can tend to be the case when you attempt to incorporate a range of references, none hit the mark perfectly when it comes to "Mammoth". While there exists some geologic accuracy to the woolly mammoth connection, how many people in Utah see the creature that last lived over 4,000 years ago as having anything to do with the local culture? Furthermore, while the term "mammoth" can serve as a coveted descriptor for hockey players, a description based on skill and hockey ability would be more apt.
Utah Outlaws
Why It Works: This one qualifies as a cool name that bridges the age barrier that can sometimes prove challenging. Cowboy-loving kids can get behind "Outlaws", but so can adults who embrace the edgy, anti-hero vibe that it gives off. It's a name that you could see the players really rallying around as part of their collective identity. I will admit that my low ranking of this option (19th out of 20) stemmed, at least in part, from an ignorance towards Utah's cowboy cultural history.
Why It Doesn't Work: Even if "Outlaws" carries some regional validity, doesn't it still seem kind of random and generic? It would be pretty wild if the state's two 'big four' sports teams celebrated their love of cowboys and jazz music.
Utah Venom
Why It Works: If the hockey club is looking for something cool, bold and intimidating, then let's just all acknowledge that this is probably the way to go. "Venom" is sharp, dangerous and carries an obvious association with an iconic Marvel character.
Why It Doesn't Work: It's great to have a cool name, but not if it's devoid of any meaning. To suggest that "Venom" refers to the deadly bite of some of the dangerous predators that are native to the area seems like a reach. While there is no shame in selecting a name seemingly borne out of a cool name generator, there will be a significant portion of the fan base that likely wants it to mean something to Utah residents. Oh, and settling with Marvel over the "Venom" trademark likely won't come cheap.
Utah Yeti
Why It Works: My No, 1 choice from the original list of 20 is still alive, and with good reason. "Yeti" refers to a monstrous snow creature, making it vaguely regional but also cool and intimidating. It also happens to be simple, bold and alliterative. It just works.
Why It Doesn't Work: Admittedly, I have trouble finding fault with this one (maybe it's a little too cute?). However, execution is key here. It's easy to take a kid-friendly route that would result in a kid-friendly, cuddly Yeti mascot and serve to alienate a good portion of the potential fan base. Unfortunately, voters won't have the luxury of knowing how the club will look to brand these choices if they are selected.
While I've laid out some positives and negatives on each option, it's going to be hard to screw this one up. Fans are having their voices heard, resulting what are largely inoffensive, interesting and appealing choices for Utah's NHL moniker.
Which one do you like best?