Elon Musk has revealed a new logo for Twitter, choosing a “minimalist art deco” X as part of a rebrand of the platform.
The Twitter owner indicated that the design would be altered, tweeting that it “probably changes later, certainly will be refined”. Twitter’s CEO, Linda Yaccarino, confirmed the choice on Monday by tweeting the design and writing: “X is here! Let’s do this.”
The rebrand has already begun at Twitter headquarters in San Francisco, where the company has projected the X logo on and within the building and reportedly renamed conference rooms to words that include X.
One analyst warned that the rebranding move was high-risk given the competitive outlook for Twitter, which is suffering financially from advertisers withholding spending and the emergence of a “Twitter killer” rival called Threads, launched by Mark Zuckerberg’s Meta.
“By changing Twitter’s app name, Elon Musk will have singlehandedly wiped out over 15 years of a brand name that has secured its place in our cultural lexicon,” said Mike Proulx, research director at the analysis firm Forrester.
“This is an extremely risky move, because with ‘X’, Musk is essentially starting over while its competition is afoot.”
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