On July 23, Twitter’s owner, Elon Musk, indicated that he plans to rebrand the social media company. The well-known blue bird logo will be replaced with an “X” as part of this new direction.
Musk acknowledged that advertisers have been slow to return, leading to a decline in advertising revenue by almost half of its previous level. This, along with the burden of heavy debt, has resulted in negative cash flow for Twitter. The specific changes to the website were not visible as of Sunday evening.
According to Mike Proulx, the research director at Forrester, the rebranding decision could potentially distance Twitter from its original and once fiercely loyal user base. While some may argue that getting rid of the iconic brand is risky, others see it as a clear sign that Twitter is entering a new phase and targeting a different user demographic.
On Sunday, Mr. Musk expressed his desire to alter Twitter’s logo and sought the opinion of his millions of followers on whether they preferred changing the website’s color scheme from blue to black. He shared an image of a stylized X on a space-themed black background.
On Sunday, Twitter’s chief executive, Linda Yaccarino, officially announced the launch of the X brand. In a tweet, she expressed, “It’s a remarkably rare opportunity – in life or in business – to have a second chance to make another significant impact. Twitter made a massive impression and revolutionized communication. Now, X will take it even further, transforming the global town square.”
He further stated, “And soon we shall say goodbye to the Twitter brand and, gradually, all the birds.”
Musk explained that his decision to change the symbol was to represent “the imperfections in all of us that make us unique.” He shared a photo of himself making the “X” symbol with crossed arms in front of a Tesla Model X car poster, humorously adding, “Not sure what subtle clues gave it away, but I like the letter X.”
Since Mr. Musk’s acquisition of Twitter in October, the company has experienced a tumultuous period marked by significant changes. The business name was transformed to X Corp, aligning with Musk’s vision of creating a “super app” akin to China’s WeChat.
In April, Twitter made headlines when its iconic blue bird logo was temporarily replaced by Dogecoin’s Shiba Inu dog, resulting in a surge in the cryptocurrency’s market value.
Recently, the company faced criticism from users and marketing professionals when Musk announced plans to impose daily tweet limits on various accounts. This move led to an advantage for Threads, a rival service owned by Meta Platforms, which amassed over 100 million sign-ups within just five days of its launch on July 5th.
Despite these significant changes, Twitter has remained tight-lipped and did not respond to requests for comment on the latest developments.