Police interrupted a crew removing the Twitter sign at the social media company’s San Francisco headquarters

The recent attempt to rebrand Twitter as “X” by Elon Musk has encountered a significant obstacle. Workers at Twitter’s San Francisco headquarters were halted by the local police department while trying to remove the old signage. The police intervened due to the lack of communication between the social media firm, its security, and the building’s owner regarding this unauthorized activity. Although no crime had been committed, this incident demonstrates the complexities involved in the rebranding process.

Elon Musk hits X rebrand hiccup as police stop Twitter sign removal

On Sunday, Elon Musk, the owner of Twitter, made the grand announcement that the platform’s logo would be replaced with an “X”. In his tweet, he expressed his intention to bid farewell not only to the Twitter brand but also to “all the birds.” This substantial transformation goes beyond a mere visual change, as Musk has even renamed conference rooms at the headquarters to incorporate the letter “X”. For example, one room now bears the name “s3xy”, showcasing the eccentricity that has become synonymous with Musk’s ventures.

The new logo, which Musk eagerly sought input from his millions of followers for, was unveiled by Sawyer Merritt, a Twitter user and co-founder of a sustainable clothing business. Merritt revealed that the font used for the “X” logo was initially employed for a discontinued podcast, adding an interesting layer of history to this rebranding effort. It’s clear that Musk is actively seeking public involvement and engagement in shaping the future direction of the social media platform.

However, such a drastic change naturally invites controversy and skepticism. Musk’s acquisition of Twitter for a staggering $44 billion last year marked the beginning of a series of changes implemented under his leadership. The decision to rebrand the platform as “X” is perhaps the most radical move to date. Linda Yaccarino, the chief executive of Twitter, emphasized the significance of this rebranding, stating that it presents an extraordinary opportunity to make a transformative impact on the global town square, further revolutionizing the way we communicate.

The attempted rebranding of Twitter as “X” by Elon Musk has faced an unexpected obstacle as police intervened to halt the removal of old signage. However, Musk’s determination to reimagine Twitter is evident through his active involvement of the public in the logo design and his eccentric renaming of conference rooms. Whether this rebranding will be successful or met with further resistance remains to be seen, but it undoubtedly signifies a bold new era for the social media platform.