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Twitter has officially rebranded to X. Twitter, founded in 2006, is an online social networking service allowing users to send 280-character messages called tweets, read and post tweets, and follow others. In October 2022, tech billionaire Elon Musk bought Twitter for $44 billion, becoming its CEO. He aims to address concerns about freedom of speech on the platform and plans to implement changes to regulations, open-source algorithms, and eliminate fake accounts based on his previous statements.

Twitter owner Elon Musk recently changed the brands iconic bird logo to an “X” on Monday as part of an extensive rebrand. Twitter’s rebrand to “X” has received criticism, as experts consider it an “amateur” move.

The public saw this coming. In April the name of Twitter Inc. changed to X Corp. Musk announced in a statement on Sunday that the firm would soon “bid adieu to the twitter brand and, gradually, all the birds”. Additionally, last Monday he stated that tweets would now be called “X’s. With so much change, designers have reacted stating that it is an “appalling” move.

X’s Response, Justifying Twitter’s Rebrand to X

CEO Linda Yaccarino announced news last night (June 23) justifying the decision. She stated that the rebrand is a “second chance to make another big impression … Twitter made one massive impression and changed the way we communicate. Now, X will go further, transforming the global town square”.

The switch from Twitter to X is a reflection of Musk’s goal to make the platform into what he considers a “everything app.” Yaccarino stated that X will be “centered in audio, video, messaging, payments/banking.” She followed by explaining that artificial intelligence would also power the platform.


Musk has continued the rebrand this morning. He sent out an email to all X staff announcing the change and writing that it would be his  last email sent from the Twitter email. To emphasize his enthusiasm, early this morning Musk shared a photo on X of the X logo projected onto the company’s headquarters.

Why did Musk Rebrand to X?

Musk stated in a tweet on Sunday that he likes the letter “x,” but his prior commercial endeavors indicate that this is nothing new. Musk recently unveiled a new artificial intelligence startup called xAI with the ambitious ambition to “understand the true nature of the universe.” SpaceX, Musk’s rocket company, also has an X as its logo.

What Experts see for “X” in the Coming Future

The new “X” logo against a black background is striking. However, many critics and experts argue that the rebrand is “destined to fail” and that it is a “disaster”. According to Fast Company, prior precedent proves that it will not be as easy as Musk and Yaccarino hoped to get the rest of the world to support the rebrand.

Jenn Takahashi has been documenting Twitter’s slow decline under Musk, she commented that this has probably been the dumbest move Musk has taken since buying the company. Many experts agree with Takahashi. For example True Ventures partner emeritus Om Malik tweeted that the move “makes no sense”. “I mean, what is the name ‘Twitter’ then. And why should you ‘tweet?’”

Currently the rebrand is failing. Musk eliminated the association between the name of the platform and what users do on it by renaming Twitter as X. It seems unlikely that anyone will ever use the terms “sharing Xs” or “re-Xing” any time soon. However, only time will tell if the rebrand will ultimately succeed or fail.

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