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July 26, 2023

Elon Musk's Twitter Rebranding Hits a Snag: The X Revolution Faces Resistance

Police halt Twitter sign change as workers remove letters in "unauthorized work"

In a bold attempt to transform Twitter into "X," Elon Musk, the billionaire owner, encountered an unexpected roadblock. Workers at the company's San Francisco headquarters embarked on the daring mission of removing the iconic Twitter name from the signage. However, their actions were thwarted when local police intervened, deeming the work "unauthorized." This hiccup comes after Musk's announcement of the social media platform's rebranding, replacing the renowned bird logo with the enigmatic "X." While Musk's vision seeks to revolutionize the platform, it seems that the journey towards "X" is met with some resistance.

The incident unfolded on Monday when diligent workers began removing the initial letters of the word "Twitter" from the sign at the headquarters on Market Street. However, the situation took an unexpected turn when the local police department received an alert about the "unauthorized work," prompting them to intervene. The social media firm's failure to communicate its rebranding plans with security and the building's owner caused confusion, leading to the police being summoned. Thankfully, after a thorough assessment, the police concluded that no crime had been committed. Yet, the result was striking - only the blue bird and the letters "er" remained on one side of the sign, leaving "Twitter" in partial limbo.

Elon Musk's ambitious vision for "X" doesn't stop at the signage. Reports suggest that he has already begun the transformation within the headquarters. Conference rooms have been given fresh names, incorporating the coveted letter "X." From "s3xy" to "eXposure," these changes reflect Musk's determination to instill the "X" identity across all aspects of the platform.

However, the journey to rebrand Twitter has been met with controversy. Critics question the wisdom of this dramatic change, which follows Musk's acquisition of the social media giant for a staggering $44 billion last year. While Musk's vision promises a new era for the platform, resistance and skepticism continue to surround the enigmatic "X."

Neil Hodgson Coyle
Neil Hodgson-Coyle
Editorial chief at TechNews180
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