Elon Musk has carried out his plan to revamp Twitter by changing its name to “X” and ditching the iconic blue bird logo. This move comes after Musk announced his intentions on July 22. Since acquiring the platform in October 2022 for $44 billion, Musk has implemented several changes, including altering the order in which tweets appear on timelines, introducing a paid subscription service called Twitter Blue, and allowing the return of previously banned accounts. However, changing the logo marks the most significant branding alteration Musk has made so far. He has stated that the Twitter brand and its association with birds will gradually fade away.
Twitter CEO Linda Yaccarino defended the change on July 23, describing “X” as a symbol of limitless interactivity, encompassing audio, video, messaging, payments, and banking to create a global marketplace for ideas, goods, services, and opportunities. Many users have criticized Yaccarino’s statement and questioned the rationale behind the rebranding. Some even went as far as suggesting unsavory interpretations of the letter “X.” Memes mocking the new logo have circulated, comparing it to signs seen outside sex shops.
The new logo was actually proposed by Twitter user @ajtourville for a now-defunct podcast and surfaced as a submission to Musk’s call for logo ideas from users. The Verge’s senior editor, Tom Warren, asked his followers to compare Twitter’s new logo to the Xbox Series X logo. Legal concerns were raised about the sudden rebranding. Artist @badiucao created a cartoon depicting a dead bird impaled on a wooden “X” in response to the logo change.
Even brands joined in on the jokes, such as the British bakery chain Greggs, which shared an image of an “X” with one side covered by its sausage roll. Users suggested alternative names like “TwiX” and coined terms like “Twix’d and ReTwix’d” to navigate the platform’s new identity. One user conducted a poll comparing the old and new logos, with the majority (78.6%) favoring Twitter over “X.”
Despite the mixed response from Twitter users, there are concerns beyond the platform. TikTok user @julesterpak voiced apprehension about the significant impact this change could have on internet culture overall. She viewed “tweeting” as a crucial aspect not only to Twitter but to the broader online community, expressing a sense of loss.
On July 23, Musk announced that “X.com” now redirects to “twitter.com” and hinted that the current logo might only be temporary, suggesting there may be future updates to the design.
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