Twitter has now rebranded as 'X'

As recently teased by CEO Elon Musk, Twitter is now called "X" as the rebranding goes live.

Launched on March 21, 2006, the revolutionary social media platform was called "Twitter" for 17 years, 4 months, and 3 days, but now it is "X." Following the announcement that it was coming soon, the company completed the rebrand early on Monday, July 24, 2023.

Now when users log in on the web, there is a brief "X" splash screen before the normal service loads. The service appears to still be called Twitter on the official app, but it's possible that the new design has yet to finish rolling out worldwide.

The renaming of the official Twitter account can be seen on the app as well as online, though, and the "X" logo was projected onto the company's headquarters overnight.

Our headquarters tonight pic.twitter.com/GO6yY8R7fO
— Elon Musk (@elonmusk) July 24, 2023

Musk has said that "tweets" should now be called "x's," complete with the erroneous apostrophe. When asked what retweets should be called, Musk ducked the question.

"X is here!" x'd X managing director Linda Yaccarino. "Let's do this!"

It's an exceptionally rare thing - in life or in business - that you get a second chance to make another big impression. Twitter made one massive impression and changed the way we communicate. Now, X will go further, transforming the global town square.
— Linda Yaccarino (@lindayacc) July 23, 2023

"X is the future state of unlimited interactivity — centered in audio, video, messaging, payments/banking — creating a global marketplace for ideas, goods, services, and opportunities," continued Yaccarino. "Powered by Al, X will connect us all in ways we're just beginning to imagine."

"For years, fans and critics alike have pushed Twitter to dream bigger, to innovate faster, and to fulfill our great potential," she said. "X will do that and more. We've already started to see X take shape over the past 8 months through our rapid feature launches, but we're just getting started."

"There's absolutely no limit to this transformation," Yaccarino tweeted. "X will be the platform that can deliver, well... everything. [Elon Musk] and I are looking forward to working with our teams and every single one of our partners to bring X to the world."

The new "X" logo has already been mocked by the UK's ITVX for its similarity to that streaming service's on-air logo.

The rebrand follows the renaming in April 2023 of Twitter, Inc, as X Corp.

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32 Comments

leehericks 46 comments · 9 Years

About 1 year ago

Well, for me I hadn’t felt like Twitter changed that much after Musk bought it. But this would be the nail in the coffin for me. I will bow out if it’s not Twitter and they aren’t called tweets. He pushed that one a bit too far.

Michae1 26 comments · 1 Year

After Musk bought Twitter we learned the depths to which it has been used to promote certain certain narratives, and suppress other ideas. As someone who never used the service, I was only mildly interested in the steps he has been taking to democratize it, monetize it, and revitalize it. But what has been highly entertaining to me is watching how butthurt people have gotten over these changes. The principal came into the cafeteria and told the “cool kids“ that they don’t get to decide who sits at their table anymore.

fred1 1133 comments · 11 Years

Well, at least now when Elon is pushed out, we can say he’s the x-owner of the app.

And a big thank you for pointing out that the apostrophe in this case is wrong. An apostrophe is for possessives and shortenings (don’t, won’t), not to show plurals.

fred1 said:

And a big thank you for pointing out that the apostrophe in this case is wrong. An apostrophe is for possessives and shortenings (don’t, won’t), not to show plurals.

Yea, but no. As any fan of the Oakland A’s can tell you, "The apostrophe is also used to form ... the plurals of the letters of the alphabet (p's and q's, three A's)."

petri 122 comments · 11 Years

Michae1 said:

After Musk bought Twitter we learned the depths to which it has been used to promote certain certain narratives, and suppress other ideas. As someone who never used the service, I was only mildly interested in the steps he has been taking to democratize it, monetize it, and revitalize it. But what has been highly entertaining to me is watching how butthurt people have gotten over these changes. The principal came into the cafeteria and told the “cool kids“ that they don’t get to decide who sits at their table anymore.

You forgot the bit where all the cool kids moved to a different school, and the principal burned down his own cafeteria while “owning the libs” and rebranding it as a dumpster fire.

Twitter wasn’t perfect, but if you think that amplifying actual nazis is “democratising” and “revitalising” the platform then, well, perhaps you’d better sign up after all, clearly you’re the target market.

As for monetising, you’re no doubt aware that income is through the floor and the genius Musk has managed to literally halve the companies value even before dumping the brand (arguably its most valuable asset). Kerching!