Over the last few months, NHL's Utah Hockey Club has run multiple surveys asking fans for input on its permanent brand identity. After almost a million votes, the team has finally revealed its new name – Utah Mammoth – and a brand new logo. But the latter has unexpectedly turned into something of a (hockey) sticking point.
Shortly after the logo, which features the head of a mammoth along with Utah's Wasatch Mountains, was revealed, the team was accused of plagiarising a fan concept. Which wouldn't exactly be the way to go designing one of the best logos.
