Dukes Wooters, former president of Cotton Incorporated, met with Walter Landor aboard the Klamath in 1971 to discuss the association of cotton growers’ need for a new logo. The design had to identify cotton as a homegrown alternative to synthetic fabrics, and convey a sense of its being “natural ... timeless.” Landor’s team came up with the tagline a natural wonder and the graphic portraying a cotton boll growing out of the two t’s to communicate that cotton is unique and pure, an organic fiber with a bloom and roots.