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Elon Musk red-faced as police halt Twitter sign removal leaving company called ‘ER’

Gustaf Kilander
·4 min read
Elon Musk red-faced as police halt Twitter sign removal leaving company called ‘ER’

The headquarters of Twitter was left with a sign saying “ER” after San Francisco Police interrupted the physical rebrand of the social media platform’s offices.

The new name, “X”, was later projected onto the building as night fell.

The operation to take down the old sign was put on hold on Monday afternoon after Mr Musk didn’t obtain the correct permits for the crane that had been placed on the street, blocking traffic, according to a witness.

“Welp, @twitter name so coming off the building right now but @elonmusk didn’t get permit for the equipment on the street so @SFPD is shutting it down,” Wayne Sutton tweeted from the scene.

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A San Francisco Police Department spokesperson told The Daily Beast that they had responded to “a report of a possible unpermitted street closure. Through their investigation officers were able to determine that no crime was committed, and this incident was not a police matter”.

The name change has led to the social media platform dropping in value by between $4bn and $20bn, according to Bloomberg.

The move has also been mocked as uninspired.

“The old Twitter logo was open, accessible, instantly recognisable around the world. This new one looks like the logo of a seedy suburban strip club. Devoid of colour, bland, generic... BORING! This is branding suicide!” CM Kosemen wrote.

“Taking one of the most recognizable brand names in the world and changing it to X is unfathomably dumb. Sounds like a porn site and the logo looks like the emblem to a bad Call of Duty gamebattles team from 2008,” YouTuber Charlie White wrote.

“Gonna be honest this new widget design looks like an app for a membership-only human trafficking gentlemen’s club headquartered in Budapest,” one user said.

“Musk doesn’t have the money or the staff to meaningfully update or even fix Twitter, so he’s making the cheapest, smallest tweak he can – literally swapping out a GIF file - that grabs the biggest headlines. It’s nothing but a cheap, meaningless play to get his name in the press,” comedian Adam Conover added.

Mr Musk wrote on Sunday about wanting “a good enough X logo,” prompting his supporters to offer their suggestions.

Sawyer Merritt posted several, with Mr Musk choosing one of them, saying: “Going with minimalist art deco on the upper right. Probably changes later, certainly will be refined.”

The new logo is very similar to a generic Unicode character, which is an international symbol that would be impossible to trademark, the founder of Bellingcat, Eliot Higgins, noted.

Meta, the operator of X competitor Threads, and Microsoft both own versions of the X symbol, which could possibly lead to legal disputes.

“Twitter Japan apparently legally cannot change their rebranding to ‘X Japan’ because the Jrock band X JAPAN owns the rights to the name. How funny would it be if Yoshiki is the one who saves us all from this awful rebranding move? LOL,” one user noted.

“I’m not a [copyright] lawyer but I think he should have figured out if he owned the name before changing it,” Vanity Fair special correspondent Molly Jong-Fast wrote.

“Twitter was acquired by X Corp both to ensure freedom of speech and as an accelerant for X, the everything app,” Mr Musk wrote on Monday. “This is not simply a company renaming itself, but doing the same thing. The Twitter name made sense when it was just 140 character messages going back and forth – like birds tweeting – but now you can post almost anything, including several hours of video.”

Mr Musk claimed that users would soon have the “ability to conduct your entire financial world” on the app.

“The Twitter name does not make sense in that context, so we must bid adieu to the bird,” he said.

Mr Musk has reportedly been fond of the letter X for decades, co-founding an online bank called x.com in 1999, which later merged and grew into what is now PayPal.