Twitter Being Rebranded as “X” in Another Series of Puzzling Changes

Twitter logo
Photo by Brett Jordan on Unsplash

Twitter has gone through many changes under Elon Musk’s reign, and the latest may be the most puzzling one yet. The iconic Twitter blue bird has flown away into the unknown after the new Twitter boss decided to rebrand this social media platform as “X” and unveiled a new logo.

Musk teased the change in a series of cryptic tweets – including, “soon we shall bid adieu to the Twitter brand and, gradually, all the birds” before the company’s CEO Linda Yaccarino released a more formal statement announcing the rebranding.

“It’s an exceptionally rare thing – in life or in business – that you get a second chance to make another big impression. Twitter made one massive impression and changed the way we communicate. Now, X will go further, transforming the global town square,” she wrote in a statement.

Twitter introduced a new black-and-white logo, which Musk described as an “interim logo”, leaving the door open for future changes. This rebrand is just the latest extension of Musk’s fixation on the letter X, after he implemented the letter in many of his past projects, from his first startup to his space-exploration company SpaceX.

Musk’s move to change a name of a well-recognizable brand is truly puzzling, but it’s not the first questionable decision he made since taking over Twitter. From introducing paid verification service Twitter Blue to limiting the number of daily tweets and DMs, many of the recent Twitter changes were met with confusion and led users to turn to other social media platforms, such as newly-launched Threads.