In the 1930s, businessmen in the Eau Claire area and resort owners in Northwestern Wisconsin, an area decimated by logging, collaborated as a group with the hope of promoting tourism to the area. This group of men and resort owners created the organization Wisconsin Indian Head Country Inc. and to incorporate the reas as "authentic" they created and used an Indian head image. Eighty years later many organizations and businesses around Wisconsin continue to use them on maps and brochures. The purpose behind this research is to learn about the history, origins, purpose, and use of this iconic image and to discuss the local history of the region, including that of Native people and their role in promoting tourism. Recently, there has been much controversy over the use of Indian mascots for schools and professional teams around the country. One image that has been overlooked and is ever so prevalent is the Wisconsin Indian head image.