WVU Libraries

by Ashley Brooker, Archives Processing Specialist, West Virginia & Regional History Center (WVRHC). 

If you have driven through the state, then you have likely seen the state slogan on highway signs—Wild, Wonderful West Virginia. But did you know that this year is roughly the 50-year anniversary of the slogan?  

This slogan originated during Governor Arch Moore’s first term in the 1970s. The phrase was created by an ad agency, most likely the Robert Goodman Agency in in Baltimore, Maryland, which Governor Moore used during his campaigns. This phrase quickly became popular in the state, and the Moore administration started using it in brochures and other state paraphernalia. In January 1970, the administration updated the state magazine from “Outdoor West Virginia” to “Wonderful West Virginia.” By 1975, it was on highways signs, and in 1976 it appeared on license plates for West Virginia’s bicentennial.  

While the “Wild, Wonderful West Virginia” slogan has always been popular with residents, it fell out of favor with succeeding governors. The slogan only adorned roadway signs from 1975 until 1991. From 1991 until 2005, there were no slogans used on highways. Then in 2005, Governor Joe Manchin implemented the “Open for Business” slogan, which wasn’t well received.  

In 2007, the residents of West Virginia had a chance to vote for our state slogan. Residents had three choices to vote for: “Wild, Wonderful West Virginia,” “Almost Heaven,” and “The Mountain State.” The slogan “Wild, Wonderful” beat out the others with 57.5% of the vote and has since then adorned roadway signs and state paraphernalia.  

After 50 years, West Virginia is now widely associated with its slogan. It can be found everywhere in the state, from signs to merchandise, and it most likely won’t disappear anytime soon.  

A Wild, Wonderful West Virginia enamel pin from A&M 4050, Senator John D. Rockefeller, IV papers.  

Sources:  

“Again, W.Va. is `Wild, Wonderful’.” The Daily Athenaeum. Last modified November 1, 2007. https://www.thedaonline.com/again-w-va-is-wild-wonderful/article_29c16208-1aa4-5ff2-a507-d376750acf3d.html.  

Crouser, Brad. Arch: The Life of Governor Arch A. Moore, Jr. West Virginia: Woodland Press, LLC, 2006. 

Henry, Kellen. “West Virginia `Wild, Wonderful,’ Returns As State Slogan.” The Daily Athenaeum. Last modified November 2, 2007. https://www.thedaonline.com/west-virginia-wild-wonderful-returns-as-state-slogan/article_9ce82dc5-46fe-5ec1-974e-58031512da4c.html. 

Turnbull, Andrew. “West Virginia “Map” Bases: A Primer, 1976-1995 – The Andrew Turnbull License Plate Gallery.” The Andrew Turnbull Network: A Portal to Hopelessly Disparate Topics. https://www.andrewturnbull.net/plates/westvirginia.html. 

“‘Wild Wonderful West Virginia’ Slogan Has History Dating to 1969.” Times West Virginian. Last modified July 27, 2014. https://web.archive.org/web/20250321200716/https://www.timeswv.com/news/wild-wonderful-west-virginia-slogan-has-history-dating-to-1969/article_45980471-9fa8-5ab9-9c58-4eda0abe54d7.html. 

Wild Wonderful West Virginia, 1969-1976, Box: II.B. – 9, Folder: 11. Governor Arch A. Moore Jr. papers, A&M 2862. West Virginia and Regional History Center. https://archives.lib.wvu.edu/repositories/2/archival_objects/83763. 

Wild, wonderful West Virginia A to Z, circa 1970. Governor Arch A. Moore Jr. papers, A&M 2862. West Virginia and Regional History Center. https://archives.lib.wvu.edu/repositories/2/archival_objects/230373  

Wild, Wonderful West Virginia posters featuring Glade Creek Grist Mill and Cass Railroad, 1969-1977, Box: II.H. – 19. Governor Arch A. Moore Jr. papers, A&M.2862. West Virginia and Regional History Center. https://archives.lib.wvu.edu/repositories/2/archival_objects/233137  

West Virginia wild and wonderful pin, undated. Senator John D. (Jay) Rockefeller IV papers, A&M 4050. West Virginia Regional History Center, West Virginia University Libraries. https://archives.lib.wvu.edu/repositories/2/resources/1