Twitter’s logo makes a swift X-it

In a (un)surprising move, entrepreneur Elon Musk has been making changes to his newest mission… Last week, the marketing world collectively gasped at the bold rebranding of the popular social media platform Twitter, now known as X. The iconic bird logo that users had grown accustomed to has been replaced with a sleek and futuristic X.

We want to know why the need for a rebrand. So, we asked our graphic design team (who by the way, have a LOT of knowledge in all things branding), what they thought about it.

Brad, our Junior Graphic Designer suggests that "users of twitter could "X"it and migrate onto other new platforms such as threads”. Whereas James predicts that "the rebrand could have been a publicity stunt as such a big change is bound to create conversation and outrage. There has to be some method behind the madness." We think the proof may already be in the pudding.

Let’s delve into what others are saying…

The initial idea behind Musk's acquisition of Twitter was to transform it into an all-encompassing "everything app," which ultimately led to the decision for a comprehensive rebrand. However, the process took a turn that no one could predict. Musk involved the platform's users in designing the new logo. After tweeting, “if a good enough X logo is posted tonight, we’ll make it go live worldwide tomorrow." This impulsive yet very well received tweet, resulted in the new X logo being introduced on the desktop version last week, with the mobile version updated yesterday.

This is a PR stunt if ever we’ve seen one!

Like in the Plinkfizz office, reactions to the rebranding have been mixed. Greg Quinton and Emma Follett, Chief Creative Officers at Design Bridge and Partners, acknowledge Musk's authority as the world's richest individual, stating that he can do as he pleases. However, they also emphasise the significance of branding and the potential impact on X's future.

Quinton points out that while Musk might not appear concerned about branding, brands are subject to the forces of the market—they can rise or fall. Follett, on the other hand, believes that X's existence matters more than its symbolism. She describes X as an anti-brand and believes it to be open-ended, capable of evolving into anything and collaborating with anyone.

As X ventures into its new digital era, its transformation from Twitter both captivates and raises curiosity among users and industry observers alike. Maybe, James was right to suggest it’s a strategically positioned PR campaign. We can confidently say that everyone is talking about it.

Let us know your thoughts in the comments.?