Elon Musk Announces Twitter’s Brand Change to “X”

July 24, 2023
July 24, 2023 Jason Hartley

Elon Musk Announces Twitter’s Brand Change to “X”

Embracing the Letter 'X': Elon Musk's Vision for Twitter's Bold Rebranding

Elon Musk, the billionaire owner of Twitter, announced via a series of tweets on Saturday night that the social media platform will soon undergo a brand change to an “X.” He shared an animated gif featuring a stylized X against a black background and hinted that if a suitable X logo is posted that night, the change will go live worldwide the following day. Musk playfully added that eventually, the Twitter brand and its association with birds will be bid farewell to.

Considering Musk’s tendency to make whimsical comments and change course, it remains uncertain how serious he is about this rebranding. However, it is evident that he has a fascination with the letter X, as he previously tweeted a photo of himself making an X gesture in front of a Tesla Model X sign and expressed his fondness for the letter.

Notably, Musk’s history with the letter X extends beyond Twitter, as he founded the website and online banking service X.com in 1999, which later became PayPal through a merger. In 2017, he reacquired the X.com domain from PayPal and stated that the new Twitter (or X) will operate using this domain.

Under the rebranded Twitter, tweets will be referred to as “X,” and followers will be called “viewers,” with the aim to make the platform more reminiscent of TikTok or YouTube, focusing on audio, video, messaging, and even payments/banking with AI playing a significant role in enabling these interactions.

As of now, it is unclear if Musk discussed the name change with Twitter’s CEO, Linda Yaccarino, who joined the company from NBCUniversal. She has been emphasizing Twitter’s reach and potential as a premium video platform, forging partnerships with major events like the FIFA Women’s World Cup and the upcoming 2024 Paris Olympics.

Yaccarino herself recently tweeted that “X is the future state of unlimited interactivity,” envisioning a global marketplace for ideas, goods, services, and opportunities, all connected through AI-driven technology.

With Musk having expressed his desire for Yaccarino to transition to the role of executive chair and CTO, overseeing product, software, and sysops, the rebranding to “X” seems to be well underway. Yaccarino has already shared an interim logo design for “X” on Twitter, signalling the next chapter for the platform.


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