In the chaotic nine months since Elon Musk bought Twitter for $44 billion, he has laid off half of the social media company’s workforce; allowed people to buy blue tick status; reinstated banned users including Donald Trump and Andrew Tate; stood down as CEO based on the results of a Twitter poll; and driven away advertisers in their droves, to name just a few things.
Following fellow tech billionaire Mark Zuckerberg’s launch of rival platform Threads earlier this month, Musk has made his biggest gamble yet: rebranding Twitter as X. In a brief call-out for the brand’s new logo, he posted, “Soon we shall bid adieu to the Twitter brand and, gradually, all the birds”, followed by, “If a good enough X logo is posted tonight, we’ll make [it] go live worldwide tomorrow.”
With little in the way of a brief apart from another post detailing “If X is closest in style to anything, it should, of course, be Art Deco”, the chosen design came from Sawyer Merritt, a Tesla investor and co-founder of sustainable clothing brand Twin Birch. Crediting Alex Tourville as the designer of the logo, which was originally for a since-abandoned podcast about Musk’s business empire, Merritt created a slimmed down version for the purposes of a launch video, which is now pinned on Musk’s profile.