This illustration photo taken on July 24, 2023 showcases the Twitter bird logo flipped upside down in the backdrop of Elon Musk’s screen, featuring an “X” as the new logo, in Los Angeles.
Chris Delmas | AFP | Getty Images
X, formerly known as Twitter, has officially retired its famous blue and white bird logo.
The mobile app icon has been replaced with an “X” as part of a comprehensive rebranding effort initiated by Elon Musk, the platform’s owner, who announced the change earlier this month. The logo has already been implemented on the web and a new domain, X.com, has been launched, although Twitter.com is still active.
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Musk, who acquired the platform for $44 billion in late 2022, stated in a post on Sunday that the company would gradually phase out the Twitter brand and its associated bird logos. This transition to X aligns with Musk’s vision of transforming the platform into an all-encompassing “everything app.”
An early Saturday video shared by Musk showcased a glowing X logo on top of the company’s headquarters. As reported in media outlets, San Francisco officials filed a complaint against the company for allegedly installing the sign without the necessary permit.
The San Francisco Department of Building Inspection and X have not yet responded to CNBC’s request for comment.
The CEO of Tesla, who has a fascination with the letter “x,” has woven it into his various ventures. SpaceX, Musk’s rocket manufacturer, also sports an X in its logo, and he recently launched xAI, an artificial intelligence startup aimed at unraveling the mysteries of the universe.
However, abandoning the well-established branding of Twitter’s blue bird is considered a risky move by business analysts. Musk’s alterations to the site have already raised concerns among advertisers, who doubt its safety as a marketing platform.
To address these doubts, Musk recently appointed former NBCUniversal advertising executive Linda Yaccarino as CEO. Yaccarino’s hiring is seen as an effort to reassure advertisers.
In an email obtained by CNBC’s Sara Eisen, Yaccarino stated that X will develop innovative experiences in video, audio, messaging, banking, and payments to delight users. She also expressed her and Musk’s commitment to keeping the entire community updated by working closely with every team.
Yaccarino remarked on the logo change in a post about the mobile app, stating “Time to update.”
Disclosure: NBCUniversal is the parent company of CNBC.
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