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Then. Now. Forever: WWE’s Logo

“Attitude Era” logo (left) Current Logo (right)

One night I found myself bored, scrolling past television channels until I landed on one that ignited a huge wave of nostalgia— WWE Monday Night RAW. The wrestling show, along with its partner brand, WWE Smackdown Live, is filled a multitude of personal logos for their wrestlers that are quite interesting as well. However, the topic I want to focus is the identity rebrand that the World Wrestling Entertainment went through at the company shed its “Attitude Era” skin. The “Attitude Era” in the WWE, then known as the World Wrestling Federation, was seen as the prime of the company as it was full of radical behavior and adult content. The logo used by the company at this time reflects the craziness through the use of line. This logo fit within this era, but it was soon to change. Around 2014, the company wanted to be known as kid-friendly thus beginning what the fans call the “PG” era. With this change, the company wanted to change their visual identity to help introduce their own streaming service, the WWE Network. The introduction of the streaming service introduced a logo that is simpler and versatile among any platform. 

This newer logo is simple but is ultimately, boring. The original logo had more energy which made the design a little appealing but maybe the reason behind my thoughts might just be my personal wish for the company to go back to their prime.


  1. jsams2 wrote:

    Nice post, I wonder how the new logo makes it appear more friendly. Wrestling has gone through a lot of changes in the past and I can’t help but to think of the WWF being more entertaining.

    Sunday, April 14, 2019 at 7:01 am | Permalink
  2. icattane wrote:

    It is interesting that you brought this up. I although i enjoy the current logo, I too enjoyed the rugged look of the old.

    Sunday, April 14, 2019 at 11:39 am | Permalink
  3. ccollett wrote:

    It is really interesting how companies as a whole have moved towards sleeker, literally shinier designs that parallel the Neo-contemporary art movement we are in. But as all things go, maybe in order to break out of this trend someone needs to bring back the grunginess of scribbly, textural design.

    Monday, April 15, 2019 at 10:26 am | Permalink