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Twitter is now rebranded as X.

2023-07-24 19:44 by


Early Monday morning, Twitter owner Elon Musk formally changed the iconic blue bird logo on the social media platform to a new black-and-white "X," which he revealed the day before.

The rebrand is another step in the ongoing transformation of Twitter, an online watering hole for hyper-connected people that aspires to become an app that can do "everything," according to CEO Linda Yaccarino.

"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," she said on the platform. "Powered by A.I., X will connect us all in ways we're just beginning to imagine."

It's not entirely a surprising move. Musk had already converted Twitter's corporate name to X Corp, which itself is a subsidiary of X Holding Corp, as revealed in an April court filing. Musk said last October, just prior to buying Twitter, that he viewed the $44 billion deal as "an accelerant to creating X, the everything app."

Killing an iconic internet brand is "extremely risky" at a time when rival apps such as the new Instagram Threads and smaller upstarts such as Bluesky are luring users, said Mike Proulx, an analyst at Forrester.

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