Twitter’s iconic blue bird logo has been replaced by a new “X” logo, unveiled by Elon Musk as part of his rebranding strategy for the social media platform. The X logo began appearing on the desktop version of Twitter on Monday, while the bird still remained dominant on the smartphone app. However, at Twitter’s San Francisco headquarters, workers attempted to remove the bird and logo but were halted by police due to lack of permits and safety concerns. Despite the incomplete removal, the change signifies the end of an era for Twitter, according to Jasmine Enberg, an analyst with Insider Intelligence. Musk has been vocal about transforming Twitter into platform X from the beginning, and this rebranding further solidifies his vision.
In addition to the logo change, Musk has also renamed Twitter’s corporate name to X Corp., and he plans to eventually rebrand all Twitter birds. He described the chosen logo as minimalist Art Deco and has projected its design on Twitter’s headquarters. However, this decision has been met with criticism from longtime Twitter users, who believe it is a selfish move that will create confusion and incur unnecessary costs for businesses, nonprofits, and government agencies that rely on the Twitter brand. Despite the backlash, Musk has been fascinated with the letter X for some time, evident from his previous ventures and personal life.
This rebranding is part of Musk’s strategy to create an “everything app” similar to China’s WeChat, incorporating various features like video chats, messaging, streaming, and payments. While Musk has made several drastic changes since acquiring Twitter, including a shift towards paid subscriptions, the success of this rebranding remains uncertain. Advertisers are concerned about the confusion among Twitter’s audience and the loss of the platform’s established brand equity. Nevertheless, Musk believes that a name change is necessary to differentiate the rebranded platform from its previous incarnation.
The replacement of Twitter’s blue bird logo, which has been in use for over a decade, marks a new direction for the platform. The logo’s designer recognizes the need for change and the platform’s evolving nature. It remains to be seen how this rebranding will impact Twitter’s future success, and whether advertisers will return based on the platform’s performance as an “everything app.”
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