Gary Bettman thought it was a crazy idea.The NHL commissioner had not overseen any of the league’s teams conduct as wide-ranging a fan survey as Smith Entertainment Group did to find its franchise’s official name.

They unveiled Utah Mammoth as the franchise’s permanent, full-time name Wednesday, with a profiled logo of the ice age creature featuring nods to the shape of the state, its mountain range and the same light blue, black and white color scheme that quickly became synonymous with the team in its first season in Salt Lake City.

The mammoth head is visible as a secondary mark on the club's away jersey, which uses the diagonal "UTAH" as its primary design. The crossbars on the last two letters are angled, which SEG described as another homage to Utah's mountains.