Musk kills Twitter: Welcome to the Age of X
The iconic blue bird icon has been removed overnight from the desktop version. It was replaced with a monochromatic, stark letter X. The company confirmed that the same change would be implemented soon on the mobile app.
This change also signals an evolution of the brand beyond Social Media. “X is the next state of interactivity – centered on audio, video and messaging. It creates a global market for ideas, products, services and opportunities. Powered by AI X will connect all of us in ways that we are only beginning to imagine,” Tweeted Twitter CEO Linda Yaccarino – or “x’ed”, as we have to learn to say.
Why we care. The rebranding of X will require a change in vocabulary for users. The new “tweet” will be “x”.
The change will highlight questions that marketers and advertisers have already raised regarding brand safety. Many sources reported a significant increase in hate speech over the past year. Meta’s Zuckerberg may have referred to X rival Threads as “friendly,” however, the aesthetics of X are minimalistic and even brutalist. For example, the new logo projected on the outside of their HQ looks like a sinister Bat-signal.
Musk has a rich history with the letter. It’s clear that he loves it, but it remains to see if a wider audience finds the logo and name relatable.
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