Just ‘X’

Jul 24, 2023, 9:43 AM UTC
3 mins read
Elon Musk Rebrands Twitter as 'X'
(Image credit: Twitter/X Corp.)

In a flurry of late-night tweets, Elon Musk, the visionary entrepreneur and CEO of Tesla and SpaceX, revealed his ambitious plans to rebrand Twitter. The iconic bird logo and the familiar name “Twitter” are set to make way for a new identity – “X.”

Soon we shall bid adieu to the Twitter brand and, gradually, all the birds,” Musk cryptically tweeted, setting the social media sphere abuzz with anticipation. Musk later confirmed that the transformation would be swift, with the Twitter logo expected to be replaced by the letter “X” the following Sunday. “It should have been done a long time ago, sorry it took so long,” he admitted.

News of the impending rebranding reached the company’s employees as well, as Musk reportedly sent out an email announcing the transition. In the message, he emphasized that Twitter would be henceforth known as “X” and that the communication would be his final dispatch from a Twitter email address.

This move might seem sudden, but Musk’s affinity for the “X” branding is not a recent revelation. Way back in 1999, he co-founded a banking startup called, which eventually became the well-known payment processor PayPal. More recently, he announced his foray into artificial intelligence with “xAI,” further highlighting his penchant for the enigmatic “X.” Moreover, Twitter’s holding company underwent a name change to X Corp in April, hinting at the grand plan taking shape behind the scenes.

The real question on everyone’s mind is why Musk is opting for such a daring rebranding strategy. While he has provided little insight into the specifics, some speculate that his vision for “X” aligns with creating an “everything app,” akin to China’s social media giant, WeChat. WeChat is not just a social networking platform; it offers a wide range of everyday services, such as payments and shopping, making it an indispensable part of its users’ lives.

Nevertheless, this strategic move comes at a precarious time for Twitter. The company has been grappling with an alarming exodus of advertisers, leading to a staggering loss of more than half of its ad revenue. Critics argue that a drastic rebranding could exacerbate the situation, potentially alienating even more advertisers. However, Elon Musk has never been one to shy away from bold risks, and he seems confident that this transformative step will herald a brighter future for the platform.

On the flip side, Musk could also be wagering that a complete break from the Twitter brand will allow the company to distance itself from its previous leadership and the controversial decisions made during their tenure. Throughout the years, he has expressed deep-seated criticisms of past management choices and aims to steer Twitter in a new direction under the “X” banner.

While the long-term implications of this rebranding remain uncertain, it is undeniable that Elon Musk is making a profound statement with his vision for “X.” By shedding the Twitter moniker and the bird logo, he is signaling a profound shift for the platform, one that could redefine the way we engage with social media and beyond.

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