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Saturday, April 24, 2010 Post By: David

Get The “F” OUT- Why WWF Changed Its Name And Logo To WWE?

World Wrestling Entertainment, Inc. (WWE), a publicly traded corporation (formerly known as the World Wrestling Federation), is a media recognized organization leader in the global entertainment. WWE is a company that produces and delivers original content 52 weeks a year to the global audience. WWE is devoted to family-friendly, PG (Parental Guidance) content across all of its platforms including television programming, pay-per-views, Movies, Commercials, digital media and publishing.

Eight years ago, The World Wrestling Entertainment which was known as world wrestling federation (WWF) for almost 20 years, changed not only its name and logo but its entire look. In year 2000, the World Wildlife Fund (also known as WWF), an environmental organization now called the World Wide Fund for Nature, sued the WWF (world wrestling federation). A British court of justice corresponded that Titan Sports (On which WWF used to go on air) had violated a 1994 agreement which had a limitation of the permissible use of the WWF letters overseas, especially in merchandising.

Consequently, on May fifth 2002, the company quietly changed all mentioning on its web site from WWF to WWE, while changing the URL from to However the WWF was actually the World Wrestling Federation Entertainment (WWFE), but the extra E never made it to television because team WWF simply cut off the two lines from the 2nd “W” of the WWF logo initials instead of adding another line to convert the F into an E.

In my opinion, The Word WWF was great, as it always seemed right to pronounce or call as well as the entire term “world wrestling federation”. Even the WWF commentators such as Jerry the king Lawler and Good ol’ Jim Ross mistakenly said WWF instead of new WWE for couple of weeks in each show. The word "Entertainment” just doesn't flow right in my opinion, which is why even the champions are known solely as; intercontinental championship, unified tag team champions etc.

When a company needs to change its name and logo, it has to make sure that the new logo or the name would be easier for people to cope with, not something that would make people stutter for years and years, here WWF/WWE lost a big point. Likewise, a company has to change the name and the logo in a manner that people don’t feel negative about the company. However in this part WWF played safely and came up with some great fun commercials with various WWF logos getting the horizontal lines removed. Sometimes they shown a WWF figure walking into a barber shop and asking the barber to cut off his F to change his hair style and sometimes that WWF figure was seen to be Booed by girls for not being cool so he gets rid of this “F”. They even came out with a brand new t-shirt that read "Get the "F" Out!” which also means a slang/abuse phrase which is used to tell someone to go away. By this phrase Vince McMahan taunted the world wildlife fund for costing them their good ol’ name.

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