The World Taekwondo Federation dropped its “WTF” acronym due to “negative connotations” and changed its logo and its name to World Taekwondo.
“In the digital age, the acronym of our federation has developed negative connotations unrelated to our organization,” World Taekwondo President Chungwon Choue said in a press release. “It was important that we rebranded to better engage with our fans. World Taekwondo is distinctive and simple to understand.”
The move was almost two years in the making.
In December 2015, World Taekwondo said it planned to lessen the use of the WTF acronym for marketing purposes, according to Inside the Games, but at the time did not plan to fully change the name.