WWE Files Trademark On Attitude Era Scratch Logo

WWE was going through a lot of changes in late 1997. The company had just endured its “New Generation” era, one of the least successful periods in the history of the promotion. WCW had taken control of wrestling TV on Monday nights. Vince McMahon came up with his vision for the future.

The attitude era began sometime in 1997. Different fans and sources will all have their own moment to pinpoint. The seeds were planted in 1996. With the product now centered around mature themes and adult situations, WWE needed to establish a new look for the brand.

The famous “scratch” logo was unveiled in the Fall of 1997. It better reflected the company’s new direction. That logo stayed in place until the launch of the WWE Network when the current design was introduced.

WWE recently filed a trademark to protect the scratch logo. According to the USPTO, there is nothing remarkable about the filing. Rather than a normal blanket trademark, this one specifically cites the intended use as for bedding, towels, and sleeping bags.

“Bed blankets, bed linens, comforters, quilts, bed sheets, bedspreads, curtains, draperies, pillow cases, bath linen, towels of textile; woven fabrics; hooded towels; sleeping bags”

The trademark was filed on March 3. Members of the WWE Universe who are looking for some new WWE-branded sleep gear are in luck. Brand new linens featuring the classic WWE scratch logo could be headed your way soon.

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