WTF? World Taekwondo Federation rebrands over acronym

Elias Hubbard
June 25, 2017

The organization says it has to adapt to the digital age.

The World Taekwondo Federation will now simply be known as World Taekwondo to avoid sharing the abbreviated version of its name with the textspeak for 'What the f***'.

Choue Chungwon, president of the World Taekwondo Federation (WTF), speaks during the WTF General Assembly at Muju National Sports Center in Muju, North Jeolla Province, on June 23, 2017.

One of the most prestigious taekwondo competitions in the world kicks off Saturday in South Korea, and Google has chose to honor the event with its latest Google Doodle.

The World Taekwondo Federation has changed its name after becoming concerned about the "negative connotations" of its acronym in the digital age.

The new look for the Korean martial art was unveiled on the eve of the World Taekwondo Championships, which got underway in Muju, South Korea on Saturday.

The organization said the new logo "retains the "kicking athlete" design that was the "T" in "WTF" as a link to the federation's great heritage".

The World Takewondo Federation (WTF), formed way back in 1973, has displayed their acronym "WTF" proudly in the kimonos (fighting dress) and even while publicising the sport.

Other reports by Click Lancashire

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