Rebranding Twitter as 'X' will be a last nail in its coffin

Elon Musk announces a major rebranding for Twitter, bidding farewell to the famous blue bird logo in favor of an "X" logo. Musk revealed the news in a tweet on Sunday, stating that he will unveil a "provisional logo." Also, the x.com domain now redirects to the Twitter site.

Twitter has utilized its avian branding as a significant element of its identity since its founding in 2006. Nevertheless, the platform's decision to distance itself from the bird logo suggests a new direction. Musk chose to display the new interim logo, a plain white X on a black background, and modified his profile to "X.com," via Twitter.

Musk described the new logo as "minimalist art deco," and also confirmed that "X.com" now redirects to "twitter.com." In a tweet, he indicated that the change was imminent, with the possibility of going live worldwide soon.

Today, Elon Musk, the owner of Twitter, revealed the upcoming rebranding of the platform. X.com now redirects to Twitter.com, and a "provisional X logo" is set to replace Twitter's iconic bird logo later in the day.

Musk's tweets about the change were numerous, beginning around 12 a.m. ET, where he expressed his intention to say goodbye to the Twitter brand and phase out all references to birds. He also teased the possibility of releasing it worldwide tomorrow if someone releases a proper X logo.

Twitter rebranded as X

Over the course of several hours, Musk continued to hint at the rebrand in various tweets and replies. He engaged with users in a Twitter Spaces session and confirmed the logo change, stating that they would even remove the Twitter logo from the building with blowtorches.

According to a Threads post from Platformer managing editor Zoe Schiffer, Musk also reportedly sent an email to Twitter employees last night, informing them that the company would become X and stating that this would be the last email he would send from a Twitter address. Schiffer added that she assumes he was referring to the logo, as Twitter's business had already been renamed X corp.

Musk reportedly sent an email to Twitter employees informing them of the company's transformation into X in addition to his public tweets. Musk did not provide any explicit details regarding the appearance of the new logo. However, Musk pinned a gif posted by a Twitter user, Sawyer Merritt, who suggested the logo previously used for a discontinued podcast.

Musk has had the letter "X" on just about everything he has touched for the last two-plus decades. X.com was the original name for Paypal; his SpaceX company name includes it; the name for the Tesla SUV incorporates it; and he has expressed his desire to transform Twitter into "X, the everything app." Now, he is finally taking action with the X.com domain that he repurchased from Paypal in 2017.

Imminent X rebrand sparks debate on Twitter

Twitter's bird-themed imagery and phrasing, which are iconic and instantly recognizable in the realm of social media, make it one of the most universal brands globally.

After acquiring the platform, many eagerly anticipated Elon Musk's new direction for the brand. However, it seems that the direction he is choosing is leading Twitter's brand out the door.

Some find the X brand exciting, but others are abandoning Twitter entirely due to the rebrand. The platform's future implications are puzzling to some.

For instance, one user asked, “If Twitter won't be called Twitter anymore, that means a tweet won't be called a tweet. Users have speculated on this in the comments below Elon's tweet, suggesting names like Xplainer, Xs, and Xers. However, Musk himself went on to clarify that tweets will simply be called "X."

Many Twitter users are mocking the X brand, suggesting it appears linked to adult content. Amid scattered announcements and updates from Elon and Twitter CEO Linda Yaccarino, various adult sites are trending across Twitter.

Many users started trending Goodbye Twitter on Twitter, saying goodbye to the platform as it was, while others plan to leave the platform forever following the rebrand.

Brand valve

In a surprising move, Elon Musk announced that Twitter's product name would be changed to "X," along with the removal of its iconic bird logo and associated terms like "tweet." This decision, made during a quiet summer weekend, had significant repercussions on the company's brand value. Analysts and brand agencies estimated the loss to be anywhere between $4 billion and $20 billion.

The Twitter brand value, estimated at around $4 billion by Brand Finance, has taken a significant hit since Musk's takeover, with a reported loss of 32% of its value. Advertisers expressed concerns over Musk's controversies and rule-breaking supporters, leading to a decline in advertising revenue.

The risky rebranding may hinder Musk's goal of incorporating banking and payments into the app, as building customer trust with a new product name poses challenges. However, some believe Musk's powerful personal brand could work in his favor amid this transformative journey.

Twitter's "X" rebrand: Make or Break?

Experts also point to the potential impact on Twitter's performance. Changing the name of a well-established brand carries inherent risks. Companies that have previously rebranded have experienced mixed results. While some have successfully rejuvenated their image and attracted new audiences, others have faced backlash and experienced declining user engagement.

An often-cited example is the case of Gap Inc., which tried to rebrand itself in 2010 by changing its iconic logo. Consumers severely criticized the move, and the company had to revert to its original logo in a matter of days. Similarly, Instagram's failed attempt to change its logo in 2016 sparked an outcry from users.

Twitter's decision to change the brand to "X" could be a defining moment for the platform. While some users are open to change and eager to see what Elon Musk's vision will bring, others remain skeptical and worried about losing the essence of what Twitter stands for.

As Twitter moves forward with its rebranding plans, the company faces the challenge of striking a delicate balance between innovation and preserving its loyal user base. The platform's fate lies in how it navigates this critical juncture and whether the move to "X" will be the final nail in its coffin or a pivotal turning point in its evolution.

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