Elon Musk’s determination to rebrand Twitter as X wasn’t utterly sudden. It was clear from the beginning that his concept was to make use of the social media platform to create an ‘the whole lot app’ in the best way that China’s WeChat grew out of a messaging app to supply cell fee companies and extra.
What we did not anticipate was for the rebrand to be launched so shortly and so chaotically. However evidently Musk ran out of persistence with the Twitter blue fowl and could not await a correct rebranding course of (see our choose of one of the best new logos for extra thought-about current rebrands).
In accordance with a brand new biography of Musk by Walter Isaacson that is due for launch this month, Twitter’s CEO was initially amused when he strode into the places of work in San Francisco after shopping for the corporate final yr and located that the enduring Twitter brand was plastered in every single place.
However Isaacson says Musk ran out of persistence, feeling that the chirpy brilliant blue fowl clashed together with his “severe” imaginative and prescient for the social media platform. In accordance with an extract revealed by the Wall Avenue Journal, he introduced that “All these rattling birds must go” earlier than formally declaring that the platform could be renamed X, taking the title of his former on-line financial institution, X.com, which merged with Paypal-owned Confinity in 2001. Musk had needed to rebrand Paypal as X however was overruled and ousted as CEO, one thing that makes the Twitter rebrand really feel extra like an try to settle unfinished enterprise than a thought-about branding endeavour.
Not ready to attend a minute longer, Musk took to Twitter itself to run a casual brand design competitors inviting customers to submit proposal for an X brand. The successful design, a generic Unicode character that concerned no design work, was applied the following day.
He additionally ordered that the Twitter brand be faraway from the outside of the San Francisco headquarters and that a large luminous X be erected on its roof – two extra hasty selections that led to issues. Police halted the elimination of the Twitter brand for a time as a result of the corporate hadn’t utilized for permission for the work, whereas the X brand needed to be eliminated due to complaints from neighbours in regards to the gentle.
Nevertheless, the Twitter brand historical past may have one other intriguing flip if one organisation will get its manner. A charity is asking Musk to donate the blue fowl to its trigger.