Topic summary
Ruthless Aggression Era
Extracted from the Wikipedia article History of WWE.
Ruthless Aggression Era (2002–2008)
In 2002, the World Wrestling Federation lost a lawsuit initiated by the World Wildlife Fund over the WWF trademark. The World Wrestling Federation was forced to rebrand itself and changed its business name to World Wrestling Entertainment (WWE) on May 6, 2002. The company also dropped its "WWF Attitude" moniker that same day and eliminated all uses of the word "Federation"; this affected licensed merchandise such as action figures, video games, and home video releases with its previous logo, which was replaced by a new "scratch" logo with only the two letter Ws and a red slash at the bottom of the logo. However, the older “Block” logo, which the company was no longer using at the time of the legal dispute and the full-length "World Wrestling Federation" name can be used by WWE when referencing history. During this time, the company launched WWE Studios, which was originally formed as WWE Films.