As they mark their 10th anniversary, the Jacksonville Icemen are evolving.

The new ECHL affiliate of the NHL‘s Minnesota Wild and the AHL‘s Iowa Wild unveiled a new suite of logos on Thursday, July 16, to kick off the countdown to their 10th season in Florida. This includes an all-new primary logo and a total of five alternate logos designed by The Barn Creative.

The biggest change to the primary logo is the switch from a stick-wielding man in a parka to a stick-wielding Yeti as the main element. The top half of the Yeti sits above a revamped angled “ICEMEN” wordmark with beveled edges. Navy blue and grey have been dropped from the colour palette, while a brighter “iceberg blue” has been added.

The Yeti is mostly white, with blue hands, a blue face and blue highlights. The stick he’s holding is blue with black tape on the blade.

Secondary logos, meanwhile, include the Yeti’s head on its own, a full-body version of the Yeti, and a Yeti footprint that includes a map of Florida. There’s also a wordmark mirroring the one found in the primary logo, and a logo with “JAX” spelled out in ice block lettering.

Courtesy Jacksonville Icemen

“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. 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.”

— Andy Kaufmann, owner and CEO, Jacksonville Icemen

The Icemen will roll out three new jerseys at a later date.

The Icemen franchise began as the Muskegon (Michigan) Fury in the International Hockey League in 1992, changing their name to the Muskegon Lumberjacks in 2008 before moving to Evansville, Indiana, in 2010, and becoming the Icemen, replacing a team of the same name that played in the All American Hockey League. The new Icemen played in the Central Hockey League until 2012, when it was admitted into the ECHL.

After an arena dispute with the City of Evansville, the franchise went dormant for the 2016-17 ECHL season, with the owners intending to move it to Owensboro, Kentucky, in 2017-18. That deal fell through, though, and the franchise was eventually sold to a group from Jacksonville, who retained the Icemen moniker when they relocated the team to the VyStar Veterans Memorial Arena.

Since moving to Jacksonville, the Icemen have been affiliated with four NHL teams:

The new-look Icemen begin their 2026-27 ECHL regular season with four straight games, starting with a tilt against the Savannah Ghost Pirates on Saturday, October 17. After that, they’ll enjoy a nine-game homestand that begins with a game against the Atlanta Gladiators on Saturday, October 31.