![]() ![]() “Musk supporters will likely celebrate the rebrand, but it’s a gloomy day for many Twitter users and advertisers,” Enberg said. Linda Yaccarino, the longtime NBC Universal executive Musk tapped to be Twitter CEO in May, posted the new logo and weighed in on the change, writing on Twitter that X would be “the future state of unlimited interactivity - centered in audio, video, messaging, payments/banking - creating a global marketplace for ideas, goods, services, and opportunities.”īut ad industry analysts were less certain about X's prospects. Musk has made a number of drastic changes since taking over Twitter, including a shift to focusing on paid subscriptions, but he doesn’t always follow through on his attention-grabbing new policy pronouncements. Musk's Twitter purchase and rebranding are part of his strategy to create what he's dubbed an “ everything app ” similar to China’s WeChat, which combines video chats, messaging, streaming and payments. In 1999, he founded a startup called X.com, an online financial services company now known as PayPal.Īdditionally, he calls one of his sons, whose mother is singer Grimes, “X.” The child’s actual name is a collection of letters and symbols. And he started an artificial intelligence company this month called xAI to compete with ChatGPT. The billionaire is also CEO of rocket company Space Exploration Technologies Corp., commonly known as SpaceX. In response to questions about what tweets would be called when the rebranding is done, Musk said they would be called Xs. ![]() Musk, CEO of Tesla, has long been fascinated with the letter X and had already renamed Twitter's corporate name to X Corp. “I mean, do you want to get rid of the Coca-Cola brand if you’re Coca-Cola? Why would you do that?” said Thoreson, who now primarily uses Mastodon. “And they all have the Twitter icon on everything from their website to their business cards.”Ĭhanging all this costs time and money, she added, not to mention the confusion that comes with a previously unknown brand name. “There are so many small businesses and so many nonprofits and so many government agencies and things like that all around the world that have relied on Twitter for many years to push their message and reach people," she said. “I can’t say I’m surprised, but I think it’s a very selfish decision,” said Hannah Thoreson of Baltimore, Maryland, who's used Twitter since 2009 for work and personal posts. The X.com web domain now redirects users to, Musk said. “And soon we shall bid adieu to the twitter brand and, gradually, all the birds," Musk tweeted Sunday. ![]() Musk had asked fans for logo ideas and chose one, which he described as minimalist Art Deco, saying it “certainly will be refined.” He replaced his own Twitter icon with a white X on a black background and posted a picture of the design projected on Twitter’s San Francisco headquarters. It's yet another change that Musk has made since acquiring Twitter that has alienated users and turned off advertisers, leaving the microblogging site vulnerable to new threats, including rival Meta's new text-based app Threads that directly targets Twitter users. "But the writing was on the wall: Musk has been vocal about transforming Twitter into platform X from the start, and Twitter was already a shell of its former self.” “It’s the end of an era, and a clear signal that the Twitter of the past 17 years is gone and not coming back," said Jasmine Enberg, an analyst with Insider Intelligence. The haphazard erasure of both the physical and virtual remnants of Twitter's past were in many ways typical of the chaotic way Musk has run the company since his reluctant purchase. ![]()
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