The Undertaker, when giving his Motive Rant upon one of his heel turns, said, "And I know that some of you are wondering how it is that I can join forces with such an evil, despicable, maniacal individual [as Paul Bearer]...well, if that isn't reason enough all by itself then I don't guess I can explain it to you folks any better!" He would go around calling himself The Lord of Darkness and saying things like, "Embrace the purity of evil," leading to the official debut of the Ministry of Darkness (UT, Paul, theAcolytes, with Dennis Knight being "sacrificed" and renamed Mideon, on the January 11, 1999 Raw.
Eddie Guerrero (along with nephew Chavo as a Tag Team) was pushed as a heel in 2003 as someone who would always "lie, cheat and steal" his way to victory. It backfired, as fans grew to like the fact that Eddie was honest about his dishonesty (and because it made him look smarter than his foes).
Tasha Simone at points has given "The Darker Side Of Evil" as her hometown.
Kane makes no effort to hide the fact that he's evil. It's in his intro video.
To bring Suffering, Chaos, Ugliness and Mayhem to Ring of Honor. Such was the mission of S.C.U.M.
April Hunter would like to inform you "her" tag team of Taylor Made and Allysin Kay, Made In Sin, is not a play on their names but what they are! They embody the seven deadly, and will teach you the eighth.
Ethan Carter The Third in TNA openly admits to being a bad guy, because as he says, bad guys win in real life.
In 2015, Takaaki Watanbe changed his name to King of Darkness EVIL.
"The Villain" Marty Scurll of Progress Wrestling, you've got to be one of these for that to be your nickname.
Taeler Hendrix as her ROH career went on. She released a video for the fans explaining how good vs evil was the greatest story ever told, how it must never come to an end, and how she would be doing everything she could to let them see good fail as many times as possible, encouraging them all to embrace their inner villains.