The End is Nigh for Twitter


Elon Musk’s rebranding of Twitter appears to be underway. In a series of late-night tweets on Saturday, Musk revealed that the company’s iconic bird logo and name would soon be replaced. The company will now be known simply as “X.” No, that isn’t a typo. 

The change seems to be imminent as he mentioned that the Twitter logo would officially retire on Sunday. When comments were made about the branding, Musk replied to the question by expressing his regret that the change hadn’t been implemented earlier, apologizing for the delay.

Musk reportedly sent an email to employees about the rebrand. In the email, he informed the staff that the company would adopt the name “X,” adding that it would be his final communication sent from a Twitter email address. Though this has yet to be publicly commented on by Twitter itself. 

Musk’s inclination towards the “X” branding is not new. He previously co-founded a banking startup called in 1999, and his recent AI venture is named xAI. Additionally, Twitter’s holding company underwent a name change to X Corp in April. Musk has alluded to X playing a pivotal role in transforming Twitter into an “everything app.”  We have no idea what that means, and Musk has failed to elaborate as to what he means by that. 

Nevertheless, officially relinquishing the brand will carry some risks for Musk and his new CEO. The company is currently grappling with an advertiser exodus that has resulted in a significant loss of ad revenue. It’s clear that the rebrand is in an effort to change the platform so it is more palatable to advertisers. The rebrand, regardless of its overall success is undoubtedly about changing the overall mentality of how we view Twitter. With the added bonus of being able to distance itself from previous controversies or policies made under the big birds’ name. 

Only time will tell as to whether the rebrand will be successful, especially when the likes of Instagram’s Threads and up-and-comers like Blue Sky demand more market share from the big blue bird.

Specious Coda-Bishop
Staff Writer @phandroid | Top 5 Kingdom Hearts 3 Speedrunner | Twitch Affiliate | Xbox Ambassador

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