nWo Logo Designer Never Saw a Dime Beyond Her Disney Paycheck

The nWo logo is one of the most recognizable designs in pro wrestling history—but the woman behind it never saw a dime beyond her standard paycheck.

Quotes featured in Guy Evans’ book Beyond NITRO: Untold Stories from the WCW Era via Pro Wrestling Stories, Disney graphic designer Jenni Sloan opened up for the first time about how she created the legendary logo… and how little she was compensated for it.

Sloan was working for Disney-MGM at the time when she was called into a meeting and told her team would be developing a logo for WCW.

“One of the things that I loved to do – at that time – was logo development,” Sloan said. “I really liked to dive into who a company was, what they were about… kind of problem solve, [in my head], the best way to do a logo.”

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Even though Sloan wasn’t a wrestling fan, she was intrigued by WCW’s “breakaway group”—the New World Order—and jumped in.

“I was really not familiar with it – I didn’t follow wrestling personally – [although] my younger brother watched some of it way back in the day… with Hulk Hogan and all those guys. So that resonated with me… [plus] the fact that there was this sort of ‘breakaway group.’”

She had just one hour to come up with the design that would eventually become wrestling’s most infamous logo.

“I got zero,” she admitted. “I think I have a T-shirt in the back of my closet… but it was just normal salary compensation [via] Disney-MGM. Obviously, if I had done this as a freelancer, it would have been a totally different thing… but [WCW] paid MGM an hourly fee… and I didn’t get a piece of that at all. It would have been nice though!”

Back in 2021, Eric Bischoff and Kevin Nash discussed the logo’s origins on the 83 Weeks podcast. Bischoff, widely credited with creating the nWo concept, made it clear he wasn’t the one behind the actual design.

“As much as I’d like to take credit for it or give credit to Craig Leathers, it was actually somebody at Disney/MGM Studios that came up with that,” said Bischoff.

Kevin Nash chimed in with a sarcastic jab:

“Imagine somebody from Disney coming up with an idea.”

The nWo was formed at WCW Bash at the Beach 1996 and became a pop culture phenomenon. Hogan, Hall, Nash, and Waltman were inducted into the WWE Hall of Fame in 2020, with Bischoff following in 2021. Yet the woman behind the logo that helped define the group’s brand never got anything more than her regular salary.