Elon Musk encountered the first problem during the rebranding of Twitter. According to the decision announced on Sunday, Musk was in such a hurry to break with the old Twitter name that the message did not even reach the building’s security.
The police wanted to stop the “illegal” dismantling of the Twitter name
Already on Monday, work began on changing the logotype and name of Twitter to X. The disappearing letters from the headquarters on Market Street in San Francisco, however, alarmed the security of the building where Twitter’s headquarters is located. As neither the security nor the owners of the building were informed about the planned works, the police were called to the site. After reaching the site, the services treated the matter seriously – they stopped the disassembly and questioned the employees. San Francisco police ultimately found no signs of a crime, but work never resumed. Employees previously managed to remove only the @ sign and the first five letters (“twitt”) from the logo of the social platform. And that’s just on one side of the building. Currently, on the side where the disassembly began, there is only the ending “er” in the logotype. It’s not clear when the X logo change will resume.
On Sunday, Elon Musk announced on Twitter that “soon we will say goodbye to the Twitter brand and all birds” (the bird is Twitter’s trademark and is in its logo). The billionaire apparently took this statement very literally. How even the names of the halls at Twitter’s headquarters were changed to include the letter X, rather than being associated with a cult brand.
Source: Gazeta
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