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They might have made several mentions during certain episodes of Nitro itself but it was basically an official reboot of the company into a new direction. Almost all of the real "raunchier" and WWF Attitude-like stuff on Nitro occurred after the logo was changed.
They had another reboot planned as well right before officially shutting down although don't remember if another new logo was being teased.
Every other drastic change was due to whenever someone new took over, they wanted everything rehauled or changed. Thunder itself was just an excuse for WCW to have another show to compete with the WWF instead of actually developing it into a good show.
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