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LogoWatch The Wisconsin Tourism Federation will henceforth be known as the Tourism Federation of Wisconsin - a wise piece of rebranding prompted by its exposure to public ridicule on the interwebs.

The Wisconsin Tourism Federation logo and its new incarnationThe "lobbying coalition of trade and promotional associations" has now purged all reference to WTF from its website, and has revamped its brand frontage with an added "of" lending extra compression to the overall feel.

Of course, the WTF TFW couldn't have foreseen the ultimate unfortunate result of its name when it founded back in 1979. If it's any consolation, North Carolina also rather belatedly realised the significance of WTF, and earlier this year offered to change any number plates bearing the offending acronym. ®

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