Jacksonville Icemen Unveil Yeti-Themed Branding for 10th Anniversary Season

The YETI brand may not own the team, but the Jacksonville Icemen are embracing a similar aesthetic for their milestone season. As the ECHL franchise prepares for its 10th year in Florida, the organization has introduced a new primary logo featuring a snarling, blue yeti-like creature wielding a hockey stick. The rebrand was revealed to hundreds of fans on July 16 at the Community First Igloo.

Zawyer Sports and Entertainment CEO Andy Kaufmann noted that the update was years in the making. The previous logo, which emphasized the letters “I” and “N,” was a holdover from the team’s origins in Evansville, Indiana. The new design replaces that concept with the creature imagery and an updated, ice-inspired font. The color palette has shifted to a brighter, bolder blue, moving away from the previous navy and Columbia blue mix.

The rebrand comes during a period of notable stability and growth for the minor league club. While the team has not yet secured the Kelly Cup, the Icemen have dominated at the gate. The franchise led the ECHL in attendance during the 2025-26 season with an average of 9,198 fans per game. This represents a significant increase of more than 3,000 fans per game compared to their inaugural 2017-18 campaign.

Historically, Jacksonville has seen several professional hockey franchises—including the Rockets, Barons, and Lizard Kings—fail to gain traction over the last four decades. However, the current ownership group has reversed that trend. Popular mascot Fang will remain with the team despite the visual overhaul. The new logo was designed in-house under Chief Marketing Officer Lauren Muni, with official jersey designs expected to follow.

What to watch

• Release of the new official game-day sweater designs.
• Attendance figures for the 2026-27 season to see if the rebrand sustains recent growth.
• Merchandise sales impact following the logo launch.

Source: original release