“The Wisconsin Tourism Federation has changed its name, after being made aware that its acronym WTF had become crude internet slang.”

Per The Guardian:

… It seems that the federation was unaware of – or unconcerned by – the modern meaning of WTF until its acronym featured on a blog that compiles unfortunate corporate logos earlier this year.

Commenters wondered whether an expression of foul-mouthed astonishment was the best way of boosting tourism to a state that would not be an obvious choice for most holidaymakers.

The federation, a coalition of local trade bodies, has now amended its website to reflect the more anodyne name, which has been changed for the first time since it was founded in 1979.

The website also features the group’s new TFW logo, complete with squashed text to find room for the extra word “of”. …

See also. Via.

–Ann Bartow