The Jacksonville Icemen are a professional ice hockey team in the ECHL based in Jacksonville, Florida, that began play in the 2017-18 season. The franchise relocated from Evansville, Indiana, where it had competed as the Evansville IceMen from 2010 to 2016. In July 2026, ahead of the club’s 10th anniversary season in Jacksonville, the team unveiled an entirely new brand identity, replacing the logo and colors that had been carried over from the Evansville era. [1] [2]
Design and History
The Jacksonville Icemen’s previous primary logo, used from the team’s arrival in Jacksonville in 2017 through the 2025-26 season, depicted a man in a hooded jacket holding a hockey stick over an oval background above the words “ICEMEN JACKSONVILLE.” [3] That mark, along with its navy blue and gray color scheme, was carried forward from the franchise’s years in Evansville, Indiana, before the relocation to Jacksonville. [2] [4]
On July 16, 2026, the Icemen introduced a completely new permanent brand identity ahead of their 10th anniversary season. The new primary logo replaces the stick-wielding man in a parka with a stick-wielding Yeti-like creature as the central element. [5] The top half of the Yeti sits above a revamped angled “ICEMEN” wordmark with beveled edges. [5] The full logo suite also includes a standalone wordmark mirroring the one in the primary logo and a “JAX” logo spelled out in ice block lettering. [5]
The rebrand was designed by The Barn Creative. [1] The agency’s Nick Matarese said the defining moment of the design process came from a pencil sketch in which a Yeti foot transforms into the shape of the state of Florida, creating a connection between the brand, the community and the fans. [1] ECHL Commissioner Ryan Crelin noted that the redesign gives the team a modern look of its own, since the prior logo had been carried forward from Evansville. [2]
Meaning and Symbolism
The new primary logo is described by the team as a “mythic snow creature,” and the design was intended to modernize the team’s identity and colors while honoring the original logo and team history. [1] The Yeti foot sketch that transforms into the outline of Florida was cited by the designer as a key element connecting the brand to Jacksonville specifically. [1]
Typography and Design
The new wordmark uses an ice-like font that differs from the previous logo’s lettering, which had emphasized the letters I and N in “Icemen.” [6] The new team colors are iceberg blue, black and snow, replacing the navy blue and gray of the previous look. [1] [2] The new blue is described as a brighter and bolder shade than the prior navy palette. [6]
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