Like a canary in a coal mine, the little blue chook silhouette that embodied Twitter’s model for nicely over a decade officially croaked yesterday as Elon Musk foisted the letter on us, signifying that the worst has but to come back. Issues have been already off to a poor begin for the brand new brand when Musk jumped the gun by having the old emblem removed from the exterior of Twitter’s San Francisco headquarters, allegedly with no allow for road closure. (The San Francisco Police Division advised Hyperallergic that “no crime was dedicated, and this incident was not a police matter.”)
And per the custom of reacting to pointless change with excessively meme-y sarcasm, social media customers didn’t disappoint of their responses to the brand.
Musk’s rebranding efforts really feel like a punishment for our begrudging concession that Twitter was nonetheless higher than Meta’s new Threads avenue as he pushes to transform the digital discussion board into “an everything app” akin to China’s WeChat platform. However for now, as a substitute of tweeting, Musk says that we’ll be “Xeeting” as a substitute (pronunciation not but disclosed however I’m going with “zeeting” till in any other case suggested). Twitter (itter?) person @sixofsongbirds makes an apt connection between this rebranding and the sensation of Barbie’s dream home being taken over by the “Manosphere.” (Sorry for the Barbie film spoilers, but it surely’s kinda on you if you happen to haven’t seen it but.)
Snowballing from the Manosphere commentary, this rebrand evaluation is hilariously correct. We’ve seen Man Candles, Manscaped, Dove for Males, and all types of pressured masculine branding of normal merchandise.
Sesame Road’s social media individual left us with this iconic tweet, and whereas it could possibly’t be topped, the remainder of Sesame Road’s puppet solid undoubtedly ran with the joke. (Unrelated: Completely devastating that I wasn’t following any of those accounts till simply now.)
Jokes apart, it seems like Musk has been making strikes towards since his PayPal days. His attachment to the letter has proven itself via SpaceX, Tesla’s Mannequin X, xAI, and even in his and Grimes’s first baby X Æ A-12 whom he publicly refers to as X. The beneath video traces Musk’s historical past and supposed that means with the letter in his enterprise and branding ventures over the past 20 or so years:
Let that sink in …
Becoming a member of in on the infantile quips is that this tweet that picks on the simplicity of as a brand:
However Musk wasn’t the one one captivated by X — it’s really quite broadly utilized in branding. Each Meta and Microsoft (via Xbox) really have trademarks on the letter for communications and social media branding which may yield future authorized issues for Musk down the road. Listed here are another examples of X getting used for branding nicely earlier than Musk went public together with his thought for the “all the pieces app.”
In the meantime, some customers provided truths about a few of the darker undertones of the symbolism, drawing parallels to the Confederate flag in gentle of Musk’s continued assist of “free speech” coming from known racists and the noteworthy spike in hate speech after he took over as CEO of the platform.
There’s additionally the recognized indisputable fact that the letter X has … uh … grownup connotations, as one person indicated beneath:
On one other notice, I believed I’d additionally highlight this enjoyable redesign that pays homage to the chook brand:
And final however not least, allow us to pay our respects to the social media person who’s braver than any US Marine for transferring on despite what horrors they’ve witnessed …