This illustration photo taken on July 24, 2023 shows the Twitter bird logo the wrong way up within the background of Elon Musk’s screen promoting an “X” as a substitute logo, in Los Angeles.
Chris Delmas | AFP | Getty Images
X, formerly often called Twitter, has officially retired its famous blue and white bird logo.
The icon on the mobile app modified to an “X” late Friday night in the newest phase of a sweeping rebrand the platform’s owner Elon Musk announced earlier this month. The corporate previously introduced the brand on the net and launched the domain X.com, though Twitter.com also stays live.
Musk, who acquired the platform for $44 billion late last yr, wrote in a post Sunday that the corporate would soon “bid adieu to the twitter brand and, progressively, all of the birds.” The transition from Twitter to X reflects Musk’s vision to show the platform into what he has called an “all the pieces app.”
He shared a video of a giant latest X logo glowing on top of the corporate’s headquarters early Saturday.
City officials in San Francisco opened an investigation into the corporate Friday for allegedly installing the sign without proper approval, in line with the Department of Constructing Inspection’s website. The department filed two lively complaints Friday with the descriptions “Structure on roof without permit” and “Unsafe sign” on the address for X’s headquarters.
In a single criticism, a city official said they visited the constructing and asked company representatives for access to the roof. The official was denied access and told the structure is “a short lived lighted sign for an event.”
San Francisco’s Department of Constructing Inspection and X didn’t immediately reply to CNBC’s request for comment.
The Tesla CEO has long been enamored with the letter “x.” SpaceX, Musk’s rocket manufacturer, also features an X as its logo, and Musk recently launched a latest artificial intelligence startup called xAI, with the lofty goal to “understand the true nature of the universe.”
But undoing years of branding behind Twitter’s blue bird is a move that business analysts consider dangerous. The corporate has already struggled to retain advertisers as Musk’s changes to the location have led some to fear it’s not a secure place for brands to market.
Musk recently hired former NBCUniversal promoting executive Linda Yaccarino as CEO, seen as a move to assist reassure advertisers.
In an email to employees Monday obtained by CNBC’s Sara Eisen, Yaccarino wrote that X will develop experiences in video, audio, messaging, banking and payments that can “delight” users. She added that she and Musk plan to work across every team to maintain the “entire community up to this point.”
“Time to update.,” Yaccarino wrote in a post in regards to the mobile app’s logo change Friday.
Disclosure: NBCUniversal is the parent company of CNBC.