Twitter has long been known for its iconic Blue Bird.
On July 23, Elon Musk announced that this famed logo was going to be replaced with an “X.”
After a series of Musk-driven blunders, the disappearance of the Blue Bird has been seen by some as the final straw in the erasure of Twitter as we know it.
It also serves as a reminder that, despite the meaningful role many logos play in our cultural life, there is someone behind the curtain, pulling the strings.
The change has rolled out slowly. First the website rebranded, and then, by the end of last week, Musk had dismantled the Twitter signage on the company’s San Francisco headquarters and erected a huge, glowing X on its rooftop. (It has since been taken down.)
Reprising the creeper thinking that inspired Musk to name Tesla’s models the “S,” “3,” “X,” and “Y,” such that they would combine to spell “S3XY,” Twitter also reportedly gave several conference rooms new, X-oriented names, including “eXposure” and, once again, “s3Xy.”
Mr Musk wants to create a "super app" called X - his vision for a new kind of social media platform that he has been talking about creating for months.
On Sunday, the billionaire said he was looking to change Twitter's logo, tweeting: "And soon we shall bid adieu to the Twitter brand and, gradually, all the birds."
He then shared a picture of the new X branding projected onto the side of Twitter headquarters in San Francisco.