The Icemen Evolved
Some may see this title and think that I've gone into human anthropology, but I assure you that I have zero training in that subject. That's not to say I wouldn't be interested in it, but I simply have no claim to being any sort of subject matter expert. It won't matter here, though, because this article is about the ECHL's Jacksonville Icemen and not ancient ancestors. The ECHL Icemen have been busy thus far this summer as they're going to look different next season with an assortment of new logos to prepare for the franchise's upcoming 10th Anniversary Season in Jacksonville, Florida! So what do these new Icemen look like?
"This rebrand is about more than a new look - it's a reflection of how much this community has embraced the Icemen over the last decade," Icemen Owner and CEO Andy Kaufmann said on Thursday. "Jacksonville has given us so much, and as we head into our 10th Anniversary Season, we wanted a brand that truly represents the city and the fans who've supported us every step of the way."
Personally, it never made much sense to have a parka-clad hockey player as a logo for a team that plays in Florida. Those two things - parkas and Florida - just don't go together normally, and it looks like this rebrand will take the Icemen in a whole new direction visually!
The Icemen are now yetis rather than being parka-clad hockey players, and one has to wonder how much effort The Barn Creative put in when coming up with this "new idea". I get that abominable snowman are known for existing in cold climates, but the legend came from the Himalayas where they lived in mountains. The last time I checked, there are no moutains in and around Jacksonville.
However, it seems that one needs to notice the details for this redesign to make sense. The Barn Creative's Nick Matarese explained that the "Yeti foot transforms into the shape of the state of Florida" while ECHL Commissioner Ryan Crelin pointed out that "the prior logo was carried forward from the membership in Evansville, Indiana before relocating to Jacksonville."
The fun part is that no one has ever complained about the Icemen being in Jacksonville with that name, and that's what makes minor-professional hockey so fun. For a state that has ECHL teams called the Solar Bears and the Everblades, having a team that regularly sees 80F days in December and January embracing the cold and ice is fun. And minor-pro hockey should be completely about having fun.
The team will likely have newly-coloured jerseys at the very least as iceberg blue, black, and snow white at the new colour palette with gray and navy blue being removed. With a newer, fiercer logo, there likely will be a mascot update at some point as well, but the Icemen can improve their marketing and visual recognition with this fun redesign. It doesn't fit Jacksonville's persona as a city, but that's why it works so well. It's fun, it's modern, and it belongs to Jacksonville.
Overall, I don't hate it, but I appreciate the Icemen putting their own spin on the logos to make it Jacksonville's own. The Barn Creative did good work updating the logo and converting the old logo into the new yeti while coming up with the state-shaped footprint. I'm curious to see what the jerseys will look like in the new colour palette, but the Icemen should look pretty good with their new logos next season!
And we didn't need an anthropology degree to explain this evolution!
Until next time, keep your sticks on the ice!
"This rebrand is about more than a new look - it's a reflection of how much this community has embraced the Icemen over the last decade," Icemen Owner and CEO Andy Kaufmann said on Thursday. "Jacksonville has given us so much, and as we head into our 10th Anniversary Season, we wanted a brand that truly represents the city and the fans who've supported us every step of the way."
Personally, it never made much sense to have a parka-clad hockey player as a logo for a team that plays in Florida. Those two things - parkas and Florida - just don't go together normally, and it looks like this rebrand will take the Icemen in a whole new direction visually!
The Icemen are now yetis rather than being parka-clad hockey players, and one has to wonder how much effort The Barn Creative put in when coming up with this "new idea". I get that abominable snowman are known for existing in cold climates, but the legend came from the Himalayas where they lived in mountains. The last time I checked, there are no moutains in and around Jacksonville.
However, it seems that one needs to notice the details for this redesign to make sense. The Barn Creative's Nick Matarese explained that the "Yeti foot transforms into the shape of the state of Florida" while ECHL Commissioner Ryan Crelin pointed out that "the prior logo was carried forward from the membership in Evansville, Indiana before relocating to Jacksonville."
The fun part is that no one has ever complained about the Icemen being in Jacksonville with that name, and that's what makes minor-professional hockey so fun. For a state that has ECHL teams called the Solar Bears and the Everblades, having a team that regularly sees 80F days in December and January embracing the cold and ice is fun. And minor-pro hockey should be completely about having fun.
The team will likely have newly-coloured jerseys at the very least as iceberg blue, black, and snow white at the new colour palette with gray and navy blue being removed. With a newer, fiercer logo, there likely will be a mascot update at some point as well, but the Icemen can improve their marketing and visual recognition with this fun redesign. It doesn't fit Jacksonville's persona as a city, but that's why it works so well. It's fun, it's modern, and it belongs to Jacksonville.
Overall, I don't hate it, but I appreciate the Icemen putting their own spin on the logos to make it Jacksonville's own. The Barn Creative did good work updating the logo and converting the old logo into the new yeti while coming up with the state-shaped footprint. I'm curious to see what the jerseys will look like in the new colour palette, but the Icemen should look pretty good with their new logos next season!
And we didn't need an anthropology degree to explain this evolution!
Until next time, keep your sticks on the ice!













