World Taekwondo has officially replaced the World Taekwondo Federation (WTF) as the name of the global governing body for the sport with a fresh brand and logo revealed here today at the General Assembly.
The new name is said to reflect the body’s commitment to evolving and adapting to remain relevant with today’s modern audiences.
It is claimed World Taekwondo encapsulates the federation’s values of inclusiveness, universality and excellence, while reiterating its position as the undisputed leader of the global taekwondo movement.
The new World Taekwondo logo retains the "kicking athlete" design that was the "T" in the "WTF" as a link to the federation’s heritage.
The "kicking athlete" is coloured in the five colours of the Olympic Rings against a white background, aiming to signify the federation’s position as the leader of Olympic taekwondo and to symbolise the globality of the sport.
"Today is an important moment in the history of our great federation," World Taekwondo President Chungwon Choue said.
"Since 1973, we have been known as the World Taekwondo Federation.
"Over the following 44 years we have grown taekwondo into the global sport it is today with 208 Member National Federations worldwide.
"We have led taekwondo to the Olympic Games and in 2020 will have the honour of seeing taekwondo at both the Olympic and Paralympic Games.
"We have reinforced our federation’s position as a global leader in taking taekwondo beyond sport and into the field of humanitarianism.
"But we know that in such a competitive world, we must always evolve and adapt to stay relevant and appeal to young and modern audiences."
It was confirmed as far back as December 2015 that the World Taekwondo Federation was planning to rebrand itself as World Taekwondo for marketing purposes, partly in order to avoid use of the well-known acronym, "WTF".
Avoiding confusion, given the WTF acronym's association with the colloquial "What The F***" slang to express surprise or disgust, is another reason for the change, insidethegames understands.
"In the digital age, the acronym of our federation has developed negative connotations unrelated to our organisation and so it was important that we rebranded to better engage with our fans," Choue added.
"World Taekwondo is distinctive and simple to understand and reinforces the global nature of our sport.
"Our vison is taekwondo for all and as World Taekwondo we are confident we can build on our success to date and achieve that vision."
The new logo is due to be officially launched tomorrow during the Opening Ceremony of the 2017 World Taekwondo Championships at Muju’s Taekwondowon venue.
Thereafter, the new brand is set to be incorporated in all official communications, marketing materials and branded merchandise.
Secretary general Hoss Rafaty delivered a progress report on the rebrand during today's General Assembly.
The rebrand is part of an overall strategic re-direction, broken down as defining the strategy, transforming the organisation, and ensuring performance.
Key priorities are to add value to the Olympic Movement, develop taekwondo and its member base and develop the brand.