Why the Wisconsin Tourism Federation Changed Its Name

The Wisconsin Tourism Federation couldn’t possibly have predicted how the Internet would change their logo over a period of 30 years. While its abbreviation — WTF — was fairly innocuous a few decades ago, it means something entirely different these days. That meaning — a phrase that can’t be printed on this website — isn’t what anyone in tourism wants potential visitors to associate with Wisconsin. So, the name was changed to protect the tourism board’s innocence. It’s now the Tourism Federation of Wisconsin — TFW. The new logo avoids any uncomfortable, ambiguous meanings, while the meaning remains the same. Oddly enough, the crude translation of the acronym was called to the tourism board’s attention by a blog called Your Logo Makes Me Barf.