Elon Musk says he plans to rebrand Twitter, with the blue bird logo being replaced by an X.
After recognizing that advertisers have been hesitant to return, Twitter owner Elon Musk signaled on Sunday that he would do more to take the social media firm in a new direction with a rebranding that will replace its well-known blue bird logo with an X.
The move, which was not visible on the website on Sunday evening, came in response to Musk's recent revelation that advertising revenue is still less than half of what it previously was. As a result of this, as well as its huge debt load, Twitter's cash flow has been negative.
According to Mike Proulx, research director at Forrester, the decision will further alienate Twitter's initial, and formerly fiercely loyal, user base.
"On the one hand, you can make the argument he would be getting rid of an iconic brand. On the other hand, he is signaling it is a new day for what was once Twitter and that the company is heading in a different direction with a different user base."
The billionaire Musk said in a Sunday post he wanted to change Twitter's logo and polled his millions of followers whether they would favour changing the site's colour scheme from blue to black. He posted a picture of a stylized X against a black outer space-themed background.
"And soon, we will bid farewell to the Twitter brand and, in time, all the birds," he stated.
"It's an exceptionally rare thing - in life or in business - that you get a second chance to make another big impression," Twitter's new CEO, Linda Yaccarino, tweeted late Sunday afternoon. Twitter made a huge impact and transformed the way we communicated. X will now go even further, altering the worldwide town square."
Since Musk's purchase of Twitter in October, the company has changed its name to X Corp, reflecting the billionaire's aim of creating a "super app" like China's WeChat.
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