Over the past few months, Twitter has gone through a series of controversial transformations. What was once a social network defined by its iconic bird logo and unique culture is now known as X. Ever since he bought Twitter, Elon Musk claimed he aims to turn Twitter into an "everything app" that goes beyond social networking, sort of like the Chinese WeChat app. Let's see the reasons behind this transformation and what it means for content creators.

The Birth of X: Elon Musk's Vision

Elon Musk's interest in transforming Twitter into something more than just a social platform is not a recent development. As early as 2018, Musk expressed his desire to create a comprehensive social platform that would include features such as a credibility rating system for articles and a marketplace for ideas and services. very similar to the Chinese WeChat app.

The idea of X, the "everything app," was born.

The Rebranding Process

Elon Musk's acquisition of Twitter in October 2022 paved the way for the rebranding process. He first started laying off employees. He then "cleaned up" the app by restricting the API limits and putting them behind a paywall that is not affordable by many. As a temporary solution for data mining, he also made it so you have to be logged in to see any sort of content. Musk then wasted no time in implementing his new branding vision, starting with the removal of the iconic bird logo and the renaming of the platform to X.com. The bird logo, which had been synonymous with Twitter since its inception in 2006, was replaced with a stylized version of the letter X. This change marked a significant departure from Twitter's identity and signaled the beginning of a new era for the platform.

The X Logo Controversy

The introduction of the X logo was not without controversy. Some critics argued that the new logo had an ominous "Big Brother" vibe, while others found it harsh and unappealing. However, others saw the logo as a symbol of change and differentiation from Twitter's past. Despite the mixed reception, the X logo became the face of the rebranded platform.

In reality, the X logo is the exact same X Unicode character (U+1D54F). Many people dislike the fact that the iconic Twitter blue bird is replaced by a generic character that also has some issues with copyrighting.

X Copyrighting issues

Because the logo is a Unicode character, Elon can't copyright it in it's current state. Also, since 2003, Microsoft has controlled the X trademark in connection with communications regarding their Xbox video-game system. A blue-and-white letter "X" is covered by a federal trademark owned by Meta Platforms, whose Threads platform is a new Twitter rival. The trademark was registered in 2019 and covers industries such as software and social media. Elon will have a hard time trademarking this new brand.

Elon has also forcibly taken the @x handle from the former owner of that username. Without reaching out, we are reminded that Elon does whatever he wants, because it's his platform.

The X Experience: Transforming Twitter's Headquarters

Inside Twitter's headquarters in San Francisco, the transformation from Twitter to X became evident. X logos were projected in the cafeteria, and conference rooms were renamed to words containing the letter X. The removal of bird-related paraphernalia, such as a giant blue logo in the cafeteria, further emphasized the shift towards the X identity. Outside the building, workers began removing the letters of Twitter's name before being stopped by the San Francisco Police Department for performing "unauthorized work" and disturbing the people living near the giant pulsating X sign.

Elon Musk's Fascination with the Letter X

Elon Musk's choice of the letter X as the new identity for Twitter reflects his long-standing fascination with the letter. He has a history of using the letter X in various ventures, including X.com, an online bank he helped found in 1999. The X.com domain was repurchased by Musk in 2017 and holds sentimental value to him. Additionally, the Tesla Model X and his son's name, X Æ A-12 Musk, demonstrate Musk's weird attraction for the letter.

The Future of X: An "Everything App"

Elon Musk envisions X as a universal marketplace for ideas, products, and services powered by artificial intelligence. The platform aims to offer unlimited interactivity, centered around audio, video, messaging, and payments/banking. With the integration of AI, X promises to connect users in ways that were previously unimaginable. The goal is to create a global marketplace that transcends the boundaries of traditional social media.

The Impact on Twitter's Brand Value

The rebranding of Twitter to X represents a significant shift in the platform's brand value. Twitter, which was very well known over the past 15 years, now finds itself starting from scratch under the X identity. The move has alienated some long-time Twitter users who have built their presence on the site, while others see it as an opportunity for a fresh start.

Anyhow, content creators should definitely take advantage of the heat this topic is getting and board the hypetrain while it's still running hot.

Conclusion: Not going anywhere

As X continues to establish itself as the new face of Twitter, the future of the platform remains uncertain. Elon Musk's vision for an "everything app" has the potential to redefine not only Twitter but also the social media landscape as a whole. With its focus on unlimited interactivity and AI-powered features, X promises to create an immersive digital ecosystem that connects users in ways we have yet to imagine. Given the huge spike in popularity of the Threads platform which has cooled down as quick as it exploded, many people were saying that Elon's decisions will make Twitter irrelevant. One thing is certain, even if it's under a new name, Twitter is not going to go anywhere.