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.

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.

The NHL team in Salt Lake City is now known as the Utah Mammoth. Owners Ryan and Ashley Smith unveiled the franchise’s permanent name Wednesday after more than a year of fan input and voting.