The comments on my post "The inherent ambiguity of WTF" drifted to other possible expansions of WTF, like the World Taekwondo Federation. That reminded me of something I saw back in July on the blog Your Logo Makes Me Barf, mocking the abbreviatory logo of the Wisconsin Tourism Federation. The ridicule got some attention from local Wisconsin media, such as Kathy Flanigan of the Milwaukee Journal Sentinel:
Folks at the Wisconsin Tourism Federation couldn't possibly have seen how the Internet would change the lingo when it was established in 1979.
But now that it's been pointed out, the lobbying coalition might want to rethink using an acronym in the logo. To anyone online, WTF has a different meaning these days. And it's not the kind of thing you want visitors thinking about when they think Wisconsin.
I decided to check out the tourism board's website, and lo and behold, they've bowed to pressure and changed their name to the Tourism Federation of Wisconsin. The old logo lives on, however, at the Internet Archive. Compare:
The transition isn't quite complete yet. The URL is still witourismfederation.org, and "WTF" survives in the menu directly below the logo on the home page!