Twitter’s rebranding by Elon Musk appears to be in progress. Musk informed followers in a string of late-night tweets on Saturday that the company’s renowned bird moniker and emblem would be retiring soon. It appears that the corporation will be known only as “X.”

“And soon we shall bid adieu to the twitter brand and, gradually, all the birds,” he tweeted. He later said in a Twitter space that the Twitter logo would be changed Sunday. “It should have been done a long time ago, sorry it took so long,” he said.

He reportedly informed staff through email later that evening. According to Platformer’s Zoe Schiffer, Musk sent an email to the team informing them that the business would change its name to X. Musk also stated that this email “was the last email he’ll ever send from a Twitter email address.”

A request for comment from Twitter did not immediately receive a response.

Musk’s preference for the “X” branding has long been known. He co-founded a banking firm in 1999 called x.com, and his recently disclosed artificial intelligence endeavour is called xAI. Additionally, in April, X Corp. assaulted Twitter’s holding company. Additionally, Musk has discussed how X will assist Twitter in becoming a “everything app.” Although Musk hasn’t provided many details about this idea, many think he’s referring to WeChat, the most widely used app in China, which is used for a variety of daily tasks in addition to social networking, including payments and shopping.

But for Musk, formally giving up the Twitter name might be a hazardous decision. The business has already lost more than half of its advertising revenue due to an advertiser exodus. A rebrand might enrage sponsors even more. While doing so, Musk might be placing a wager that the company would be able to break its ties with its previous leadership and the judgements that were made while they were in charge, both of which he has been harshly critical of.

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TOPICS: Elon Musk Twitter X