Utah NHL team files applications for logo trademarks

We might be one step closer to learning the identity of a revamped NHL franchise.

According to a report from KSL.com Ryan Miller, Uyte LLC filed applications with the U.S. Patent and Trademark Office for trademarks for eight wordmarks and logos related to NHL Utah, the team that recently relocated from Arizona. Each trademark features the name “Utah Hockey Club.”

Uyte LLC is the same group that filed applications for 20 potential teams that were featured in Smith Entertainment Group’s survey, which went public last month.

All eight logos have the name “Utah” in them, with the colors in some of them being baby blue, black, and white.

On Friday, Sportslogo.net reported that one of the logos featured in a trademark application was found in NHL.com’s logo files.

It is becoming clear that the franchise–formerly known as the Arizona Coyotes–might use the name “Utah Hockey Club” as a placeholder until the team settles on a final nickname. It is looking like a similar situation that the Washington Commanders went through in 2020, when the team ditched its longtime nickname, the Redskins. For two seasons, the franchise was known as the Washington Football Team.

Reports state the team is working through the fan votes before SEG sends the name to a creative studio to create a logo and build the team’s brand and identity.

Even without a permanent nickname and an arena that is not considered hockey-friendly, the hype train has not stopped rising for the “new” team. Owner Ryan Smith has been out in the public eye, driving interest in the team. Fans from around the Salt Lake City arena arrived in droves to Vivint Arena in late April for a “Welcome the Team” event, showing support for the new ticket in town.