On Sunday, CEO Linda Yaccarino seemed to confirm Musk’s vision for the company. Musk even told followers that tweets should instead be called “x’s.” And by Monday, the bird logo had been replaced by an X on Twitter’s website. On Sunday night, the new stylized X logo was projected onto the company’s headquarters. (Musk reportedly bought the X.com domain back from PayPal in 2017.) tweeted on Sunday that X.com now redirects to Twitter. Musk - who bought Twitter with a company called X Corp.
The X branding has already started taking over Twitter. By ditching Twitter’s name, Proulx added, Musk “will have singlehandedly wiped out over fifteen years of a brand name that has secured its place in our cultural lexicon,” leaving him to start fresh at a precarious time for the company. “While Musk’s vision is to turn ‘X’ into an ‘everything app,’ this takes time, money, and people - three things that the company no longer has,” Mike Proulx, research director and vice president at Forrester, said in an investor note. It’s also not clear how much demand there is for such a super app outside of China, given that efforts by other platforms to simply sell users on added shopping features have been slow to take off. And that’s not to mention the financial and competitive challenges the company faces merely existing in its current form, let alone launching a massive expansion. Twitter still has a long way to go if Musk wants to build out the kind of services WeChat is known for - everything from ordering groceries and booking yoga classes to paying bills and chatting with friends. (Photo Illustration by Costfoto/NurPhoto via Getty Images) Costfoto/NurPhoto/Getty Images Photo Illustration X is the new LOGO of Twitter, Suqian, Jiangsu Province, China, July 24, 2023. The vision for the rebrand may go all the way back to Musk’s creation of the original X.com in 1999, which Musk hoped would be an all-in-one financial platform and which eventually became PayPal.ĭespite Musk’s longstanding ambitions - and the heightened stakes since he shelled out $44 billion to purchase the social network - ditching Twitter’s branding in service of a future super app is a significant risk. Last June - prior to his takeover - Musk told Twitter employees that the platform should be more like China’s WeChat, where he said users “basically live on” the app because “it’s so usable and helpful to daily life.” When Musk bought Twitter late last year, he laid out a vision for an “everything” app called X, where users could communicate, shop, consume entertainment and more. Elon Musk’s move over the weekend to rebrand Twitter and replace its iconic bird logo with an X is just the latest step in his effort to make over the billionaire’s longtime favorite platform in his image.
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