Utah Hockey Club unveils brand for inaugural season, launches social media

[Monsieur Miz]

Lame as f***.

 

[BKarchitect]

Didn't they already say the first year wouldn't have the permanent name/logo before?

Complaints for the sake of complaining is more on brand for hockey fans than Utah having a bland branding.

That this “brand” even is allowed to exist for a single minute in the cold light of day is an affront to my exquisite taste and sensibilities and I must let the world know! It is very important to me! And I can do Photoshop!

 

[Leafidelity]

Didn't they already say the first year wouldn't have the permanent name/logo before?

Just because they said it, doesn't make it less lame

 

[Ezekial]

Just because they said it, doesn't make it less lame

You're lame.

 

[Bruins4Lifer]

unpopular opinion but I like Utah HC over the other names I've seen thrown out there. Washington FC was better than commanders, too.

these jerseys are bland though, unsurprisingly.

 

[BKarchitect]

HFB bros tonight.

 

[dirtydanglez]

Didn't they already say the first year wouldn't have the permanent name/logo before?

Complaints for the sake of complaining is more on brand for hockey fans than Utah having a bland branding.

or people complaining about the complaining like it's somehow different.

just because it's temporary doesn't mean it has to be bad. it can be temporary and good.

 

[BleedBlueNYR]

Me and my buddies could’ve come up with this in 5 minutes on EASHL haha this is trash.

 

[Fish on The Sand]

https://x.com/i/web/status/1801359319176212717

It's like if the Sharks and Kraken had a baby.

 

[hockey17jp]

All they had to do was copy the colors the Utah Jazz just made their full time set and they would have had one of the nicest color schemes in the league.

 

[piqued]

Temporary or not, the fact that "UTAH" is straight across in a line in some applications and has a text warp effect applied in others would lead me to believe that whoever's in charge doesn't know what they're doing.

 

[Dog]

It's like if the Sharks and Kraken had a baby.

Yet it's better than both in my opinion. That baby blue reminds me of Kelly Hrudey's bandana.

 

[Cas]

This is the "Legal hasn't finished their due diligence on our real choice, so we go with the nondescript placeholder that no one will remember in five years" choice.

 

[Artemi Panarin]

"I'm excited to be a Utah Hockey Clubber" - Future FA's

 

[BKarchitect]

Temporary or not, the fact that "UTAH" is straight across in a line in some applications and has a text warp effect applied in others would lead me to believe that whoever's in charge doesn't know what they're doing.

See, this is an actual constructive criticism. Along with not leaning into purple perhaps.

 

[Ezekial]

or people complaining about the complaining like it's somehow different.

just because it's temporary doesn't mean it has to be bad. it can be temporary and good.

Or people complaining about people complaining about people complaining.

And if you actually take in what I said it wasn't a complaint, I said it was on brand for hockey fans.

What else would they use other than "hockey club" without tipping their hand toward one of the others in contention. You say it's bad. Some people say Yeti is bad. Some people say Outlaws is bad. Some people say Blizzard is bad. Some people say Swarm is bad. Some people say they're all bad.
Hockey Club is a neutral name until they decide on branding.

 

[SirJW]

Bummer they didn't go with "mountain blue" for the home jersey.

 

[dirtydanglez]

Or people complaining about people complaining about people complaining.

And if you actually take in what I said it wasn't a complaint, I said it was on brand for hockey fans.

What else would they use other than "hockey club" without tipping their hands toward one of the others in contention. You said it's bad. Some people say Yeti is bad. Some people say Outlaws is bad. Some people say Blizzard is bad. Some people say Swarm is bad. Some people say they're all bad.
Hockey Club is a neutral name until they decide on branding.

it's not just the name. some people dont like the color scheme or style of the jersey.

completely fine to have opinions ,even negative ones about the utah brand in a thread about utah launching their new brand.

 

[Bouboumaster]

Utah,

to quote one of Quebec's favorite sons:

 

[Osakahaus]

Kootenay Ice like .... Might as well just be Utah Yetis.

probably will be Utah Yeti's, but i would like some purple in that color scheme over black

 

[Rudy Russo]

 

[Incognito]

Temporary name? These guys are so lame. Just pick something. If they’re suffering from decision paralysis to this degree over a team name, I have no idea how they’re going to cope when it comes to hiring key personnel.

 

[Stephen]

What a disservice to fans who want to buy the merchandise on Day One. And then buy it again when you get around to designing a brand. Lame overthinking brought to you buy a corporate survey.

 

[Primary Assist]

This seems like it was focus grouped to death. So bland and inoffensive it becomes anodyne, which is no good if you want a passionate fanbase.

I mean it's way better than anything I can come up with but that's a pretty low bar

 

[BKarchitect]

This seems like it was focus grouped to death. So bland and inoffensive it becomes anodyne, which is no good if you want a passionate fanbase.

I mean it's way better than anything I can come up with but that's a pretty low bar

That’s the literal point of these. To be so bland that you forget they existed a year from now when the actual rollout happens.

People can complain about corporate indecisiveness and focus groups and yadda yadda but why have your fanbase on the hook for one set of merch when you can have them essentially all double dip within 12 months? Seems like economics of a business to me.

The people in SLC and the Valley will be crazed for this team for more than 12 months. They aren’t gonna lose any “passion” for a one year temporary “look”. Smith is leaning INTO the idea that the reason this is taking longer is because he wants maximum community engagement. You and I can say he’s full of crap, but the idea that this temporary brand hurts fan excitement in Utah is ludicrous.