Recently Twitter revealed its new identity as “X” on the App Store, complete with a new “X” logo to replace the once beloved bluebird emblem. Interestingly, Elon Musk’s X Corp, the owner of Twitter, managed to secure an exception for this single-character app name, which is typically not allowed.

In a surprising move that caused a stir since the launch of Meta’s new app, Threads, Elon Musk has stolen some of the social media spotlight with a bold statement that Twitter would now be known as “X”. This name change reflects Musk’s vision for Twitter to go beyond its microblogging origins and transform into an all-encompassing social platform.

X is more than just a name change, though. More than anything, it’s signalling a new direction.

The big reveal

The reveal of Twitter’s new X logo has unsurprisingly sparked a lot of controversy. The logo, a simple, stylised X, represents a significant shift. This new logo is said to mark the company’s refreshed focus on “unlimited interactivity”.

As part of the Twitter to X rebrand, the well-known Twitter sign at their headquarters was removed with a projection of a large X logo, causing mixed reactions. The logo design’s origins have also become a point of contention, with Twitter user Sawyer Merritt claiming it was inspired by an online font, while another designer argued it was based on a Unicode character.

This move has drawn mixed reactions, but, in a way, it’s nothing new. Musk has long been vocal about his aim to transform Twitter into something more than just a social media app, alluding to China’s WeChat app. Musk says the new name better reflects this vision and sees X as an “everything app” that can be used for all things, from communication to commerce.

Tweets have been X’d out

The rebrand is also accompanied by a new name for tweets. Instead of “tweets,” they will now be called “X’s.” This is another way for Musk to distance himself from the old Twitter brand and create a new identity for the company.

So, what does this all mean for Twitter? It’s still too early to say for sure. However, it’s clear that Musk has big plans for the company. He envisions X as a space for communication, entertainment, commerce, and according to Bloomberg, a one-stop shop for financial services. Brands will need to think carefully on how they can position themselves with this new vision.

The future of X

Only time will tell, of course, but it’s clear Musk is determined to make X a major player in the tech industry. Here are a few possible scenarios:

How brands can prepare

Brands need to be prepared for change. While the transformation offers new opportunities, it also presents some challenges:

What brands need to consider

This rebrand is a major turning point for Twitter and for brands. It’s perhaps too early to say what the long-term impacts of the rebrand will be, but it’s clear that brands will need to be prepared to adapt their social strategy:

This rebrand might be a challenge for some brands in discerning a good way forward, but it’s important to keep an eye out for new opportunities. The brands who are prepared for change and creative in their approach will be best positioned to succeed.

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