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The Icemen announced the new look on their own site and through the ECHL on Jul 16, 2026, calling it a completely new look for Icemen hockey. The team is the ECHL affiliate of the Minnesota Wild and the Iowa Wild, and opens its 10th anniversary season on Oct 31, 2026. The rebrand was designed by The Barn Creative.

The old primary logo was not born in Florida. ECHL Commissioner Ryan Crelin said "the prior logo was carried forward from the membership in Evansville, IN, before relocating to Jacksonville," and that the new design gives the team and fans "a modern look that they can call their own."

The new primary logo is what the team calls a mythic snow creature, a Yeti swinging a stick over an angled Icemen wordmark, backed by a full suite of alternate logos. According to Nick Matarese of The Barn Creative, the idea came from a pencil sketch in which a Yeti foot turns into the shape of Florida. "This isn't just a new look - it's Jacksonville's team," he said.

"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," said Andy Kaufmann, the team's owner and chief executive. The colors change too: iceberg blue, black and snow come in, and the navy blue and gray of the previous look are gone. Three new jersey concepts are to follow later.