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The WWE unveils its new logo

Those of us who grew up marvelling at the antics of 'Stone Cold' Steve Austin and The Rock may still call it WWF, and fondly remember the old 'scratch' logo shown below.

The 1997-2002 'scratch' logo

The 1997-2002 'scratch' logo

But in 2002 the organisation previously known as the WorldWide Wrestling Federation had to change its name due to a lawsuit with World Wildlife Fund. It was then that the company got rid of the 'F' on the scratch logo and rebranded itself as World Wrestling Entertainment:

The 2002 WWE logo

The 2002 WWE logo

Now, however, the time has come to update it, with the company unveiling a new logo to mark the WWE network going worldwide to more than 170 countries (see below):

NEW LOGO: streamlined and shiny

NEW LOGO: streamlined and shiny

Created by WWE's in-house team of designers, the new logo abandons the scratch lettering completely.

The new design will appear on all the WWE's branding and is currently flying about the company's head offices in Stamford, Connecticut.

What do you think of the new logo? Let us know in the comments!

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Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity (opens in new tab), published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine. Today, he is a regular contributor to Creative Bloq and its sister sites Digital Camera World, T3.com and Tech Radar. He also writes for Creative Boom and works on content marketing projects.