The Utah Hockey Club’s journey to establish a permanent team identity encountered a setback this week as the U.S. Patent and Trademark Office (USPTO) rejected their application to trademark “Utah Yetis” as the official name of the NHL’s newest franchise. According to the USPTO, the proposed moniker presents a “likelihood of confusion” with existing brands, putting the Salt Lake City-based team back at the drawing board just months before their second season.
Trademark Troubles Ahead of Sophomore Season
The NHL’s latest expansion venture in Utah had been operating under the provisional title of “Utah Hockey Club” during their inaugural 2024-25 campaign, with the intention of revealing a permanent name and brand identity in time for year two. However, the organization’s plans to adopt the “Utah Yetis” mantle were stymied by intellectual property concerns raised in the USPTO’s decision.
In a detailed memo, the Patent Office cited the dominance of the word “YETIS” in the proposed trademark and the potential for confusion with products and services offered by other companies under similar names, such as Yeti Coolers LLC. The ruling emphasized that simply adding the generic geographic descriptor “Utah” was insufficient to distinguish the hockey team’s brand from existing marks.
Navigating the World of Trademarks
Chris Armstrong, Utah Hockey Club’s president of hockey operations, acknowledged the complexity of the branding process in a statement following the USPTO’s decision:
Since acquiring Utah’s NHL team, we have been carefully evaluating possibilities for the permanent identity of the team, while working within the complicated world of trademarks and intellectual property.
— Chris Armstrong, Utah Hockey Club President
The team now finds itself navigating a crowded landscape of established trademarks as it seeks to carve out a distinct identity in the sports world. With the USPTO’s ruling serving as a stern reminder of the legal hurdles involved, the Utah Hockey Club must balance creativity and originality with the practical realities of intellectual property law in its quest for a lasting brand.
Utah’s Place in NHL Expansion
As the NHL’s first venture into Utah, the franchise carries the hopes and expectations of a new fan base eager to establish itself in the league’s competitive landscape. The team’s launch last year marked a new chapter in the NHL’s steady expansion into nontraditional markets, building on the successful precedents set by franchises in places like Las Vegas and Seattle.
Despite the branding setback, the Utah Hockey Club remains committed to its long-term vision for success both on and off the ice. Armstrong reaffirmed the organization’s dedication to community involvement in the naming process and expressed confidence in unveiling a permanent identity before the 2025-26 season.
Yeti Dreams on Ice (For Now)
While the “Utah Yetis” moniker had gained traction among fans and even players, the USPTO’s decision has put those plans on hold indefinitely. The team must now grapple with the disappointment of the rejected trademark while also embracing the opportunity to explore new creative avenues for its brand identity.
As the Utah Hockey Club regroups and charts a new course forward, the NHL community watches with anticipation to see what name and image will ultimately define the league’s 33rd franchise. With legal hurdles cleared and lessons learned, the stage is set for Utah to make its mark in the annals of hockey history – even if the Yeti must remain in the realm of myth for now.
