It’s interesting to note that X is typically associated with positive things since “X marks the spot.” Until late Sunday, Twitter, a social media platform that was recently obtained by tech multibillionaire Elon Musk, underwent a name change. Although it’s known for its iconic blue and white bird logo, Musk decided to get rid of it and exchanged it for the 24th letter of the alphabet, X. On Monday, these X logos were projected from the San Francisco “Twitter” headquarters. Workers also helped on removing the bird logos and transforming rooms such as their cafeteria into the “new Twitter.”
Elon Musk later justified this rapid change by stating that he hoped to turn Twitter into an “everything app.” This would expand the social media concept and transform it into a shopping and finance app. While this logo change was impossible to ignore, many other actions by Musk, such as eliminating thousands of employees and changing the verification badges on Twitter have been overlooked. Those stubborn to this change claim that they will continue to call the app Twitter. Supporters of this change have taken it upon themselves and shared their excitement through hashtags such as #ByeByeBirdie and #WelcomeX.
Twitter’s prolonged existence is out to be difficult to change. Its 17-year existence has become part of our culture and it is essentially about to have to start over with its new rebranding. Many believe Musk is running an unnecessary high risk. Not only is Twitter known worldwide, but trademarks like these are difficult to change not only in the U.S. but in other countries as well. Establishing this trademark will be challenging for Musk, as obtaining protection overseas will likely prove substantially harder than in the US. Countries such as Indonesia have already blocked this change, creating an opportunity for potential losses through lawsuits and processing fees for the company.
As Alexandra Roberts, professor of law and media at Northeastern University notes,
“There are thousands of single-letter trademark registrations.”
While it will be fascinating to witness the beginning of a new Twitter era, many are eager to see how this fight for X will continue as lawsuits appear in courts over the next few weeks.
Written by Milanni Contreras
