Elon Musk Initiates Transformation of Twitter into ‘X’
In an ambitious move, Elon Musk, the owner of Twitter, has embarked on a campaign to rebrand the popular social media platform as ‘X’. However, the process of trademarking the new brand and safeguarding it against potential legal challenges might prove to be challenging.
Trademark attorney Josh Gerben has pointed out that the letter ‘X’ is commonly utilized in trademarks, raising the possibility that the website formerly known as Twitter could face allegations of infringing upon another company’s intellectual property. According to Gerben, there is a high likelihood that Twitter will face lawsuits over this rebranding decision.
Reports indicate that nearly 900 companies in the United States alone have filed trademark registrations involving the letter ‘X’, including tech giants like Meta and Microsoft. Registering a trademark is crucial as it enables companies to prevent others from marketing similar products or services under the same or confusingly similar name.
Failure to comply with trademark laws can result in fines and restrictions on further use of the infringing articles. Elon Musk renamed Twitter as ‘X’ over the weekend, evoking memories of his previous work on X.com, which eventually became PayPal. Musk unveiled the new logo as a black and white rendition of the letter ‘X’ in an art deco style, which was crowdsourced.
In another tweet, Musk expressed his intention to gradually phase out the Twitter brand and its association with birds. However, trademark attorney Douglas Masters warns that the simplicity of the logo may limit its protection. Masters suggests that Twitter’s protection will likely be limited to very similar graphics to their ‘X’ logo since single-letter trademarks, especially one as commercially popular as ‘X’, are challenging to safeguard.
It is worth noting that the new ‘X’ logo bears resemblance to a generic Unicode character and has been used in mathematical textbooks since the 1970s. Additionally, Twitter users have raised concerns and drawn comparisons between the new logo and several adult film websites, prompting criticism of the rebranding initiative.
This rebranding comes at a time when Twitter is grappling with declining user traffic, the departure of major advertisers, and employee attrition. The platform is burdened with a substantial debt of approximately $13 billion following its acquisition by Musk, which was finalized in October 2022.
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