WWE pins down new look

It is already on the WWE website and reports suggest it will begin to roll out over the next few weeks including at the company’s Raw and Smackdown shows as well as on championship belts and consumer products.

The new double W icon has already been seen on the company’s digital streaming channel WWE Network.

It replaces a hand-drawn logo and is understood to have been created by a team of in-house designers.

Stephanie McMahon, WWE’s chief brand officer says, ‘We are excited to launch a new logo that reflects the evolution and future of WWE’s global brand.

‘While we usher in a new iconic brand identity, WWE’s best-in-class entertainment, which has stood the test of time for the past 50 years, will continue to reward our fans’ passion with our exciting blend of unique characters, incredible athleticism and engaging storylines.

Speaking to US website Variety, McMahon said, ‘We didn’t want to completely change our brand image.

‘That’s why we kept the red and black colours. It’s been a staple of our company for 15 years and represents the bold nature of what we do.’