Related Articles
Billionaire Elon Musk has rebranded social media platform Twitter, replacing its iconic blue bird logo with a black X. This redesign is part of Musk’s efforts to transform Twitter into an “everything” platform similar to China’s WeChat or India’s PayTm. Musk encouraged users to reimagine the app and announced that Twitter will soon only be available in dark mode.
On July 24, Musk tweeted a picture of the new logo displayed on the Twitter headquarters building in San Francisco. Workers were seen taking down the bird logo that had been associated with the platform since its launch in 2006. Musk also redirected the website x.com to twitter.com as part of the rebranding process.
However, the rollout of the new logo faced some challenges. It was later revealed that Twitter had failed to obtain the necessary permits to change the building signage. Additionally, Musk could face legal action over his use of the letter X, as rivals Meta and Microsoft hold intellectual property rights for the letter.
Furthermore, the site was reportedly blocked in Indonesia due to the country’s laws on online pornography and gambling.
User reactions to the rebranding were mixed, with some comparing the X logo to a subscription box service catering to “fragile masculinity.”
Musk’s rebranding of Twitter is part of the platform’s transition into a new era following a controversial revamp. In light of this, it is worth reflecting on some past marketing fails.
These include the unsuccessful rebranding of the Royal Mail as Consignia in 2001, which was quickly reversed due to public disapproval. Another well-known example is the introduction of New Coke by Coca-Cola, which was met with strong backlash from consumers and ultimately led to the reintroduction of the original recipe.
In 2021, Facebook underwent a rebranding to become Meta, signaling its focus on the metaverse. However, the rebrand did not help improve public trust in the company, following a series of controversies and negative publicity.
Lastly, PricewaterhouseCoopers (PwC) rebranded its consulting arm as Monday, but this name change proved to be confusing and was ultimately rolled back.
While rebranding can sometimes be a successful strategy for companies, these examples serve as reminders of the challenges that can arise when attempting to redefine a brand’s identity.
