​They’re big, blue and ice-cold in Florida.The Jacksonville Icemen are skating into year 10 with a new look.Just in time for their 10th ECHL season beginning this fall, the hockey club rolled out a fresh logo before hundreds of fans in a July 16 presentation at the Community First Igloo.Jacksonville Icemen mascot Fang displays the club’s new logo as Zawyer Sports & Entertainment CEO Andy Kaufmann speaks during the ECHL hockey club’s new logo release on July 16, 2026. [Clayton Freeman/Florida Times-Union]Andy Kaufmann, chief executive officer of the Zawyer Sports and Entertainment organization that owns the Icemen, said the time was right for the move, preceded for weeks by a marketing campaign built around giant blue footprints.AdvertisementAdvertisementAdvertisement”It’s been bugging me for years,” Kaufmann said. “We wanted to wait until our 10th year to come out and make this Jacksonville’s Icemen.”The club’s previous logo was largely derived from the franchise’s earlier years in Evansville, Ind., emphasizing the I and N in the word Icemen. That made sense in Indiana, but not so much in the Sunshine State.Jacksonville Icemen logos are displayed on an overhead screen during the ECHL hockey club’s new logo release on July 16, 2026. [Clayton Freeman/Florida Times-Union]The new logo features a snarling blue yeti-like creature, hockey stick in hand, with a distinctly different ice-like font for the Icemen logo without the emphasis on the I and N. The color combination stands out as a somewhat brighter and bolder blue than the team’s prior color palette of navy blue, Columbia blue and white.AdvertisementAdvertisementAdvertisementKaufmann said the Icemen’s creative department under chief marketing officer Lauren Muni designed the new logo in-house.”We had a little bit of a brainstorm session, and then her creative team got to work, and several iterations later, we got to this,” Kaufmann said. “We didn’t want it to be too different, and there’s obviously some similarities. We’re excited about it.”Although the logo is changing, Kaufmann emphasized that popular canine mascot Fang is sticking around.While rebrands are sometimes associated with struggling franchises searching for a new image and a new identity, the Icemen’s move is an exception.AdvertisementAdvertisementAdvertisementAlthough the Kelly Cup trophy has eluded them thus far, the Icemen have established themselves as the league’s most consistent team in drawing large crowds and once again topped attendance in 2025-26, averaging 9,198 in the ECHL statistics. The club has increased its average crowd by more than 3,000 from its inaugural campaign in 2017-18.In a Jacksonville market where others — the Rockets, Barons, Bullets, Lizard Kings and Barracudas — had fallen by the wayside across more than 40 years of professional hockey attempts, city sports and entertainment board executive director Alex Alston said he once felt skepticism that the Icemen would break through. Not anymore.”It’s one