Prior to 1995, the Washington State Cougars used a variety of traditional cougar designs for their logo. But, starting in the 1990s, the Cougars art department got creative and incorporated a "W," an "S", and a "U" into a design that resembles a Cougar's face. Having trouble seeing it? Think of the "bottom jaw" as a U and work back from there.
Over the past two-plus decades, the WSU logo has become something of a fan favorite, with the Washington State flag making appearances in the background of every ESPN College Gameday show since October 2003.