back to article Twitter name and blue bird logo to be 'blowtorched' off company branding

Mercurial billionaire Elon Musk has ditched the Twitter brand name in favor of a white "X" on a black background, and is kicking the blue bird logo out of the nest to signal a world-bending shake-up at the biz. Musk has referred to the company as X Corp since he bought Twitter for $44 billion in October, and tweeted at the …

  1. cookieMonster

    Y oh Y

    Meh

    1. J. R. Hartley

      Re: Y oh Y

      It's an X parrot.

      1. Anonymous Coward
        Anonymous Coward

        Re: Y oh Y

        So 'tweets' become 'icks' ?

    2. The Man Who Fell To Earth Silver badge
      FAIL

      Re: Y oh Y

      In the US, we call this logo change "Putting lipstick on a pig."

      1. Steve Davies 3 Silver badge

        Re: Putting lipstick on a pig.

        Around here we call that

        Putting lipstick on the ass end of a pig. Twitter will shit all over you if you post anything that is not aligned with his right wing beliefs.

        He must be hoping that 'Truth Central' goes TITSUP ASAP so they'll all come back to his dying platform.

        1. Prof Yaffle

          Re: Putting lipstick on a pig.

          "Polishing a turd" on this side of the water.

        2. anothercynic Silver badge

          Re: Putting lipstick on a pig.

          He might just buy and merge TS into 'X'.

      2. navarac Silver badge

        Re: Y oh Y

        Much like Windows 11, then?

        1. scarletherring

          Re: Y oh Y

          > Much like Windows 11, then?

          You mean X11, Shirley.

    3. Mitoo Bobsworth

      Re: Y oh Y

      So instead of Tweets on Twitter, will there now be Xcretions on X? Would a Retweet be an Xlax?

  2. Guido Esperanto

    Press

    X for doubt

    1. Dan 55 Silver badge

      Re: Press

      F to pay respects.

    2. Roland6 Silver badge

      Re: Press

      X for close, delete…

      1. MachDiamond Silver badge

        Re: Press

        "X for close, delete…"

        Yep, those little banners that have spots for all of the data siphoning companies, err, I mean Social Media companies will now have an X, the same symbol that designates the spot you click to close a window. That won't cause much confusion. /sarc

    3. Mitoo Bobsworth
      Coat

      Re: Press

      Dear Elon,

      please stop asking us to support your X. The damage is done & she's never coming back. If you have to ask Y, look in the mirror.

      Your's sincerely,

      Algebra

      (rehash of an old joke)

  3. Roger Kynaston

    Moron alert. Again

    I should be pleased that he is killing off a toxic platform that served and little purpose and now serves no purpose but it is sad that real people are going to lose their livelihoods over this.

    1. Michael Strorm Silver badge

      Re: Moron alert. Again

      The majority have already lost their jobs since he took it over.

      1. MrAptronym

        Re: Moron alert. Again

        There are a fair number of artists and other creators that relied on twitter to advertise and support their work. A good alternative hasn't really arisen, and if they are transitioning to some other network they need to rebuild their entire following.

        1. mpi

          Re: Moron alert. Again

          Yes, and maybe that will be a lesson that many, including governments, should have been learning for the past 1.5 decades: Making oneself dependent on huge privately owned infrastructure is wonderful, easy and accomodating...until it suddenly isn't.

        2. MachDiamond Silver badge

          Re: Moron alert. Again

          "There are a fair number of artists and other creators that relied on twitter to advertise and support their work. "

          I've met some of them and find that plenty don't have their own website, domain and list a gMail address. They've been taught for years that the lowest price yields the best 'value' and how can you get any better than free. They don't consider the downside anymore that Taylor Swift did when she assigned her Copyright in her music the wound up in the hand of somebody she has an extreme dislike towards (ex-BF?). People that sleep their way to the top get within site of the summit when the news breaks about how they got there and the scaffolding takes a tumble as they aren't going to be allowed into those tops spots and that means their "usefulness" has come to an end.

          Rush got to where they were by being really really good and touring relentlessly, not by paying to be in fanzines or running ads. There's a tremendous number of avenues for an artist these days to gain a following AND retain their Copyrights and possibly make a living at it that don't rely at all on Twitter or any social media company. Sure, it might help, but you have to understand the cost. If a band I'm in records a song and uploads to our page on FB, we would have granted FB and all-encompassing, perpetual license to the song with no royalties and no credits. But we still have the Copyright!

          1. FatGerman

            Re: Moron alert. Again

            This might be true, I don't have any knowledge to argue with the idea that a *new* act has other avenues. The situation for established acts (for small values of 'established') is different though, if they transition to another platform they have to rebuild their following, and that results in a sudden and potentially disastrous loss of income. And then there are all the other creatives who can't just go on tour (authors, photographers, artists) who have been relying on Twitter to promote their work for years. Believe me, it really works . And then there are the tradesmen with twitter logos painted on their vans with links that genuinely bring in trade. They're going to have to repaint those vans, Then there's all the companies with twitter links on their websites, and stationery, and branded merch, and etc etc etc.

            Now you can argue, and I might agree, that a platform that doesn't know who you are and only cares about its own profits is a very shaky foundation to build a career on. But it's not that different from simply having a normal job.

            But what's worst about this is that it's a vanity move by an egomaniac obsessed with a letter of the alphabet - there's no rational reason for it and it certainly doesn't make any sense to throw away a brand that has literally become part of the vocabulary. It's going to cause a lot of financial pain for a lot of people for no reason other than it's the whim of a spoiled brat.

            1. MachDiamond Silver badge

              Re: Moron alert. Again

              "And then there are the tradesmen with twitter logos painted on their vans with links that genuinely bring in trade."

              Why is that better than finding a catchy domain name and putting their own web site address on the side of their van? Why would a creative build a following on Social Media and not be driving those people to their own site? Putting in the time and effort using somebody else's website is silly. For any number of reasons the use of that could be taken away with no notice. People have built YouTube channels without a net and become the victim of a complaint attack that's lost them the use of the channel for a period of time or an outright ban. Sellers on Amazon sellers have been summarily dropped/cancelled when Amazon sees a good profit in the same product and leaves those sellers with a garage full of merchandise scrambling to find another venue to sell it.

              Artists don't 'tour', but they can display their work in galleries, shows and advertise in their market. I work PT as a photographer and seek out local customers that I can build into long term clients. Exposure worldwide is more of a detriment to my business as I have to respond to inquiries from out of my area and try to be polite about it since one never knows if it could lead to local work. That already happens enough as it is.

              1. FatGerman

                Re: Moron alert. Again

                >> Why is that better than finding a catchy domain name and putting their own web site address on the side of their van?

                Because that costs money and time and skills that most tradesmen don't have, nor do they want to acquire. Being a self-employed tradie is bloody hard work, believe me I've been there. Twitter is easy. You can post a couple of photos of your work every day and "get into people's conciousnesses" because those people are on Twitter (or Facebook, or whatever) anyway. Nobody's going to see johnbloggsbuilders.co.uk written on the side of a van and think "ooh I must visit that later". A friend of mine does *all* her advertising on Facebook and Twitter and is literally turning customers away she's so busy. Another tried to set up his own website and domain and get a businesslike email address and it did absolutely nothing for his business except cost him money.

                1. Roland6 Silver badge

                  Re: Moron alert. Again

                  What is interesting is how many are currently continuing to use the old logo. BBC News last night had some story with a Tweeter angle, so on their media screens they had the Twitter bird logo.

                  So Musk might have changed his logo for Twitter, but don’t expect others to update their sites to use it instead of the highly recognisable Twitter bird.

                2. MachDiamond Silver badge

                  Re: Moron alert. Again

                  "A friend of mine does *all* her advertising on Facebook and Twitter and is literally turning customers away she's so busy. Another tried to set up his own website and domain and get a businesslike email address and it did absolutely nothing for his business except cost him money."

                  Where will all of those leads go if FB cancels the account or changes policies? It's certainly not hard to muck up a website, but there are plenty of people that will do that sort of work for a reasonable price. I know of several within a few blocks of my home. All of them don't charge that much after the initial work is done. I've got 8 domains at this point and they cost me very little. 5 of them are sitting in limbo as they are part of ideas for new ventures. I locked them up so they'd be there and can always let them expire if I like. I do my own web work, but I get help from time to time setting up new functions. I'd like to do a whole revamp and I'm thinking about farming that out.

                  Posting a few photos daily of the work you are doing is senseless. I expect they are poor quality cell phone snapshots. I see those all of the time from tradesman where they should be having a professional come in and make photos of their finished work. Much of the photo work I do is for estate agents and I license photos to tradesman all of the time. Since I'm already in making photos to sell the property, it's often likely I will have a photo useful to them or could make one specially with little fuss, in minutes. That's much cheaper than if they hired me separately and the photos are orders of magnitude higher quality. If a web designer has built a site properly, all the user has to do is upload the image to a folder and it will display in their portfolio. At the same time, they should take the lowest quality photo out of the collection or they'd soon wind up with more photos than anybody would ever look at.

                  1. FatGerman

                    Re: Moron alert. Again

                    >> Where will all of those leads go if FB cancels the account or changes policies?

                    Doesn't matter. She gets repeat business and new business from word of mouth now. FB/Twitter was all she needed to get going, and it was free and she already knew how to do it. She doesn't really need to keep doing it any more, but she does because she likes it. She has no interest in setting up her own website. Customers generally contact her through phone, text, or whatsapp so she barely needs an email address either.

                    >> Posting a few photos daily of the work you are doing is senseless. I expect they are poor quality cell phone snapshots

                    It's not if it works. You have to do it regularly or the dreaded algorithms will relegate you to the sewer end of people's feeds. Cell phone snapshots for this purpose are as good as DSLRs these days, especially considering the enormous compression FB uses. She's got a good eye and knows how to work with natural light, I couldn't do better with a DSLR even though I sell photos commercially.

        3. GioCiampa

          Re: Moron alert. Again

          There may be some who rely on Twitter (as was), but common sense dictates that mirroring content on as many platforms as possible maximises the exposure an artist will get.

          The obvious platforms being the likes of Instagram or Flickr, but other more niche platforms do exist which, presumably, deal only with the art itself, rather than be encumbered by the baggage associated with traditional social media sites.

          For examples - see https://expertphotography.com/social-media-sites-for-photographers (some of the sites listed I hadn't heard of - but then I'm not a photographer) - note that they *don't* list Twitter at all!

        4. rg287 Silver badge

          Re: Moron alert. Again

          There are a fair number of artists and other creators that relied on twitter to advertise and support their work. A good alternative hasn't really arisen, and if they are transitioning to some other network they need to rebuild their entire following.

          I'm not sure that's quite as dire as made out. Most of those people are on patreon and have built followings on Mastodon/ActivityPub, as well as Flickr/DeviantArt/Instagram/YouTube/Discord/Twitch and now Threads. Twitter was an important way of advertising their work, but that's really died off over the past year. The writing has been on the wall for a while.

    2. Richard 12 Silver badge

      Re: Moron alert. Again

      They already have.

      It doesn't matter now, he's free to burn all the assets.

      Surely there are more enjoyable ways to spend $20 billion or so, that don't end up annoying very wealthy state actors.

      1. First Light

        Re: Moron alert. Again

        The Saudi Kingdom Holding Company might have something to say about that.

        https://www.aljazeera.com/news/2022/10/28/saudis-kingdom-holding-company-to-maintain-twitter-stake

        1. breakfast
          Pirate

          Re: Moron alert. Again

          Can Elon's engineers design a skeleton so strong that a Saudi bone saw can't cut it?

        2. MachDiamond Silver badge

          Re: Moron alert. Again

          "The Saudi Kingdom Holding Company might have something to say about that."

          And this lends some credence to Elon's dad letting slip that Elon employs about 100 people for personal security. I'm not so sure that numbers will be useful if he burns the company to the ground and holding company is displeased. If Elon is lucky, maybe they'll accept all of his remaining unencumbered Tesla stock in recompense.

    3. MyffyW Silver badge
      Mushroom

      Re: Moron alert. Again

      I'm all for renaming this toxic wasteland. Since Meta went all '80s apocalypse with Threads what better way to embrace the all-America dream than with The Day After

      [Retreats to now-empty silo in Montana]

    4. steviebuk Silver badge

      Re: Moron alert. Again

      You've never looked at WHS_Carpets. Got a world of history involving shoddy carpets in WHSmith, some of their comical pricing discounts that are sometimes 1p off and sometimes even history of the old WHSmith buildings etc. So its not all bad :)

    5. Missing Semicolon Silver badge

      Re: Moron alert. Again

      Give it time. Threads will be just as toxic soon.

  4. Anonymous Coward
    Anonymous Coward

    "This is an X Twitter"

    This is an #X_Twitter.

    1. Paul Herber Silver badge

      Re: "This is an X Twitter"

      It has (almost) ceased to be.

    2. Evil Auditor Silver badge
      Thumb Up

      Re: "This is an X Twitter"

      I like the "X twitter". But also wonder if it is meant to be Xitter*.

      * x obviously pronounced as it is in transliterated Chinese

      1. Someone Else Silver badge

        Re: "This is an X Twitter"

        So, since the block of drivel that is emitted by "users" of this thing can no longer be called "tweets", should they now be called Xits?

        Again, pronounced as it is in the transliterated Chinese. Or, anglicized, perhaps "zits" or "exits"?

        1. Anonymous Coward
          Anonymous Coward

          Re: "This is an X Twitter"

          Xcrements.

      2. redpawn

        Re: "This is an X Twitter"

        No no he's not dead, he's, he's restin'! Remarkable bird, the Twitter Blue, idn'it, ay? Beautiful plumage!

    3. Zippy´s Sausage Factory

      Re: "This is an X Twitter"

      X is going to mark the spot where he buried it.

      As for the "everything company", I'm guessing this will alienate more advertisers? Making it the "nothing company" fairly soon if it ceases to exist.

    4. William Towle
      Pint

      ...meanwhile, in response...

      UK streaming service ITVX undergoes "emergency rebrand": https://twitter.com/ITVX/status/1683424240358367232

    5. kevin king

      Re: "This is an X Twitter"

      This is the X U+1D54F "mathematical double-struck capital x" http://www.unicode-symbol.com/u/1D54F.html

      All my X's live in Texas!!!

  5. Arthur the cat Silver badge

    "Mercurial" billionaire

    Mercury is a neurotoxin that causes permanent brain damage.

    1. MyffyW Silver badge

      Re: "Mercurial" billionaire

      I'm thinking of him now as the less charming half-witted half-brother of the Mad Hatter.

      Curiouser and curiouser...

      1. Arthur the cat Silver badge

        Re: "Mercurial" billionaire

        the less charming half-witted half-brother of the Mad Hatter.

        I wouldn't buy a blue tick even if it was only 10/6.

        1. MyffyW Silver badge

          Re: "Mercurial" billionaire

          52 and a half pence in new money? If you threw in a slice of cake I might buy the company for that. Minus the chief twat of course.

        2. Anonymous Coward
          Anonymous Coward

          Re: "Mercurial" billionaire

          I wouldn't buy a blue tick even if it was only 10/6.

          On the left side of the pond, a blue tick is actually a rather nice hunting dog, https://www.youtube.com/watch?v=wi9xKgdezT0.

          1. Arthur the cat Silver badge

            Re: "Mercurial" billionaire

            On the left side of the pond, a blue tick is actually a rather nice hunting dog

            Very nice. El Reg's comment threads can be surprising educational at times.

    2. mpi

      Re: "Mercurial" billionaire

      Technically, mercury isn't a neurotoxin, as it doesn't specifically target neuron cell bodies, axons, glia-cells or signal transduction at synapses.

      It is damaging brain tissue, heavily so in fact, but also the liver, kidneys and lungs.

      The primary mechanism of Hg-Toxicity is inhibition of selene-dependent enzymes, which include many biomolecules defending cells against oxidative damage. The fact that Hg is especially damaging to the brain is a by-product of the fact that the brain consumes a great deal of the oxygen available to the body, necessitating constant defense against free oxygen radicals.

      1. Arthur the cat Silver badge

        Re: "Mercurial" billionaire

        Smartarse. But you get an upvote for great information. TIL the mechanism by which mercury damages you.

    3. Anonymous Coward
      Anonymous Coward

      Re: "Mercurial" billionaire

      There is circumstantial evidence that so does microdosing Ketamine on a daily basic, at least in old Geezers like Musk.

  6. Joe W Silver badge

    Can you actually protect a letter of the alphabet?

    Plus XCom (the name, not the domain) is owned by microprose (I guess by now Ubisoft bought everyone, let's hope for that, they are a litigious bunch).

    X <- signing my name in good Western movie fashion, nothing to do with the "company"....

    1. theOtherJT Silver badge

      Re: Can you actually protect a letter of the alphabet?

      This was my first thought. Surely that's going to be a trademark nightmare. Also: X is widely used for a bunch of other things. x.org for one.

    2. Richard 12 Silver badge

      Re: Can you actually protect a letter of the alphabet?

      No, you can't.

      A logo would be trademarkable, but the letter itself is not.

      Plenty of case law, so he'll have to buy a Supreme Court Justice as well. That's a bit more difficult than it was a couple of months ago.

      1. John Brown (no body) Silver badge
        Thumb Up

        Re: Can you actually protect a letter of the alphabet?

        "A logo would be trademarkable, but the letter itself is not."

        True, but x.org and x.com have remarkable similar logos.

        1. katrinab Silver badge
          Meh

          Re: Can you actually protect a letter of the alphabet?

          That being Unicode U+1D54F

        2. MachDiamond Silver badge

          Re: Can you actually protect a letter of the alphabet?

          "True, but x.org and x.com have remarkable similar logos."

          There's only so much you can do and have the letter still recognizable as the letter.

          If anybody files suit, I doubt the company (Elon's) will be around long enough to have to fight it given the lead times for trials.

          1. GioCiampa

            Re: Can you actually protect a letter of the alphabet?

            "If anybody files suit"

            True... given they're also treading on some very big toes it seems...

            https://www.reuters.com/technology/problem-with-x-meta-microsoft-hundreds-more-own-trademarks-new-twitter-name-2023-07-25

            1. John Brown (no body) Silver badge

              Re: Can you actually protect a letter of the alphabet?

              Not so sure about that specific article. MS don't really use X on it's own and Meta's is described as white and blue, so no real issue there. It's important to remember that it's not the X being trademarked since it's nigh on if not outright impossible to trademark a letter or single common word in all aspects. It's the stylised X, colour and graphics, ie the whole "look and feel" and the scope of usage, eg Windows as a GUI frontend/OS can't stop people advertising and selling generic "windows" in every other field. I still think Twitter are on a hiding to nothing with this and will inevitably be sued over this specific trademark, but not by MS or Meta, simply because their logo is too simple and generic.

      2. heyrick Silver badge

        Re: Can you actually protect a letter of the alphabet?

        "he'll have to buy a Supreme Court Justice"

        Better do it quick, they're losing credibility as quickly as Twit^W er, I meant X...

  7. A Non e-mouse Silver badge

    For the innocent amongst you, years ago Elmo tried to make an app called "X". At the time, the other board members kicked him out and renamed the company "Paypal".

    He bought the domain x.com a few years ago for sentimental reasons and is trying to resurrect his old idea.

    1. A Non e-mouse Silver badge
      1. Pascal Monett Silver badge
        Mushroom

        He can go back to his diapers if he wants.

        At least that would be a lot less shit for the rest of the world to deal with.

        1. MyffyW Silver badge

          Don't, Pascal, because then he'll only monetise shitting in ones pants

          1. Rich 11

            He's already convinced that he craps gold, anyway. At least I think that's why he tries so hard to polish his turds.

          2. katrinab Silver badge
            Alert

            If you want to avoid that sort of thing, then don't search for "ABD" on Onlyfans and similar sites.

        2. Fruit and Nutcase Silver badge
          Coat

          To Tweet[Poop]

          {poo emogy}

    2. MachDiamond Silver badge

      "For the innocent amongst you, years ago Elmo tried to make an app called "X". At the time, the other board members kicked him out and renamed the company "Paypal"."

      It's a bit more complicated than that. Cofinity was the company that started the service PayPal and changed its name to PayPal.

      Common Sense Skeptic does a good breakdown of where PayPal came from and where Elon fit in with that story:

      https://www.youtube.com/watch?v=c-FGwDDc-s8

  8. Tom 38

    X11 logo?

    Is it me, or is Elon's logo suspiciously close in design to the X11 logo?

    1. Jedit Silver badge
      FAIL

      Re: X11 logo?

      Yes. However, it's also exactly identical to Unicode character 1D54F - because that's all it is. And if you examine the full "X" logo in detail, you'll notice that the scratch in the background doesn't reach the X because all the logo creator did was put U+1D54F in a black square and slap it onto the backdrop. It's the epitome of laziness.

      1. Androgynous Cupboard Silver badge

        Re: X11 logo?

        <pedant>Mumbles something about Unicode codepoints representing a semantic value, and that their graphical representation depends on the font.</pedant>

        1. Richard 12 Silver badge

          Re: X11 logo?

          Good point. Which font did he use?

          1. Roland6 Silver badge

            Re: X11 logo?

            The same one as https://www.compart.com/en/unicode/U+1D54F

            Also would not be surprised if the particular shade of blue used on x.com is a web default….

            1. The Oncoming Scorn Silver badge
              Thumb Up

              Re: X11 logo?

              Is that a super-intelligent shade of the colour blue.

              1. Gary Stewart Silver badge

                Re: X11 logo?

                No, it's Cerulean blue (for any X-Files fans out there). Kind of matches his mindset too.

            2. I am the liquor

              Re: X11 logo?

              The blue on the X seems to be rgb(29, 155, 240), which might be "celestial blue" or "dodger blue" according to google - either of which would be apt in some way.

        2. Anonymous Coward
          Anonymous Coward

          Re: X11 logo?

          Semantic value? You are not going to find much of that around x.com

          If only they had selected the font of all knowledge.

        3. Joe W Silver badge

          Re: X11 logo?

          Yes. Interesting is that there are different ways to represent certain characters, some via composition, some have a similar glyph in different languages (the Latin, Greek and Cyrillic alphabets and I think Futhark have some sort of X), which is a mess, since some idiots now allow Unicode in domain names...

          1. CrazyOldCatMan Silver badge

            Re: X11 logo?

            I think Futhark have some sort of X

            It does:

            https://en.wikipedia.org/wiki/File:Runic_letter_gebo.svg

            Gebo is the rune for "gift" or "generosity" - neither of which seem to be applicable in this circomstance. Except (maybe) for Elmo's gift for destroying money..

    2. Howard Sway Silver badge

      Re: X11 logo?

      Even better than that, x.org which hosts the XWindows site can now offer to sell Musk their domain for a few billion, and use the money to employ people to build the best windowing system ever. Or maybe sue him for impersonation. Or build their own social media site.

      1. Hans Neeson-Bumpsadese Silver badge
        Trollface

        Re: X11 logo?

        Isn't a .org domain meant to be for organisations which don't make a profit? Oh, hang on, yes I see it now - perfect for Twitter then :-)

        1. Fred Flintstone Gold badge

          Re: X11 logo?

          You're not supposed to START the week with a Post of the Week, lol.

          In context, if I apply the usual designery talk what a logo represents I would observe that the most prominent line in the logo indeed follows the course of the company: steeply downwards.

      2. This post has been deleted by its author

        1. Down not across

          Re: Mr Xorg

          You mean bit like what Vincent Damon Furnier did? Although at least he was in the band.

          1. This post has been deleted by its author

          2. Roger Kynaston

            Re: Mr Xorg

            Jean-Baptiste Emmanuel Xorg.

            Sadly Bruce Willis won't be able to 'negotiate' the chief twat away.

        2. J. Cook Silver badge
          Go

          Re: Mr Xorg

          That was an awesome movie.

          Police : Are you classified as human?

          Korben Dallas : Negative, I am a meat popsicle.

      3. MachDiamond Silver badge

        Re: X11 logo?

        "Or build their own social media site."

        Ewww, why would the lower themselves to do that?

    3. Michael Strorm Silver badge

      Re: X11 logo?

      To play devil's advocate, there's only so much you can do with something as simple as an "X". (And with a company name like that, it'd be weird if their logo *wasn't* an "X").

      Regardless, I'd say the X11 logo is marginally more interesting in terms of design (i.e. the two unjoined pieces that form into a single "X").

      1. Anonymous Coward
        Anonymous Coward

        Re: X11 logo?

        I was hoping he was going to take the swastika and rotate it.

        1. Anonymous Coward
          Anonymous Coward

          Re: X11 logo?

          Give it a week, tops.

          1. MachDiamond Silver badge

            Re: X11 logo?

            "Give it a week, tops."

            I agree. Elon is one for the hasty decision followed by much backtracking and changing.

        2. Anonymous Coward
          Anonymous Coward

          Re: X11 logo?

          "That is just a Fylfot, an ancient symbol of prosperity and good fortune"

          "Elon, you've got the screen twisted round again"

      2. Someone Else Silver badge

        Re: X11 logo?

        Maybe he should use the Canadian railroad crossing crossbucks. The implicit warning for that logo would be a propos.

      3. Jason Bloomberg Silver badge

        Re: X11 logo?

        there's only so much you can do with something as simple as an "X"

        A few easy to add extra lines and you can have a convincing swastika - Which might be apt for the direction it seems to be going.

  9. A Non e-mouse Silver badge

    I wonder what Elmo's going to do about the existing @X account on his platform....?

    1. katrinab Silver badge
      Alert

      Suspend it for trademark violation / impersonation?

      Yes I know it has been around since 2007, but that probably won't stop him.

    2. MachDiamond Silver badge

      "I wonder what Elmo's going to do about the existing @X account on his platform....?"

      You have to wonder? He'll cancel that person's account, ban them for life and take it for his own, duh.

  10. KarMann
    Trollface

    The rebrand is a risky bet, according to Mike Proulx, Forrester VP and Research Director.
    I assume he was until recently known as Mike Proultwitter?

    1. Fruit and Nutcase Silver badge
  11. Michael Strorm Silver badge

    > "This is an extremely risky move because with 'X', Musk is essentially starting over while its competition is afoot."

    That's bad news, because we've already seen what afoot might do to a newly-reborn Twitter.

  12. This post has been deleted by its author

    1. katrinab Silver badge
      Coat

      Re: X Rebirth...?

      You could call the content xcrement and individual posts as xcretions.

      The button to post it would be relabled from Tweed to Xcreet.

      All with the Unicode double stroke x, El Reg doesn't allow me to use it here.

      1. mark l 2 Silver badge

        Re: X Rebirth...?

        Considering the toxic content that is on Twitter calling it the X -Crememt app is not far off what it will be.

        How much is the rebrand costing when they are supposed to be cost cutting its nothing more than a new name for the same old 5hit, talk about trying to polish a turd?

        1. Doctor Syntax Silver badge

          Re: X Rebirth...?

          "How much is the rebrand costing when they are supposed to be cost cutting"

          That depends on how many bill get paid.

  13. spold Silver badge

    Twat Twit Twatters Twitter Tweeters perhaps?

  14. TrevorH

    So you pay $44B for a brand name and then dump the name, logo and even the verb "tweet" associated with the name you bought.

    What a cupid stunt.

    1. werdsmith Silver badge

      I think the number of active users minus bots was what he paid for. Or maybe he paid for the boys too.

    2. Anonymous Coward
      Anonymous Coward

      even the verb "tweet"

      well, he xed the noun and the verb. But, on a serious note (lol), what the fuck does it all REALLY matter, it's just the usual story of money xing brain matter, no?

    3. I am the liquor

      I'm sure we can come up with a new verb. Twitter is to tweet as X is to... xcrete?

  15. Anonymous Coward
    Anonymous Coward

    How decidedly useless are the people running the website?

    The https://twitter.com/favicon.ico is still the bird...

    Also, this is a very silly move but as I've said many times the only reason he bought was to destroy it. Too many people with ideas billionaires fear congregating together and sharing those ideas. You could say they could go and do it on threads but if I know the lizard man that will have it locked down for that sort of thing.

    1. Pascal Monett Silver badge

      The people ?

      There's only one moron running the website and since he's fired everyone who knew anything, he spouts and spouts then has to run empty corridors to find someone who will implement his spoutyness.

      Takes time.

    2. katrinab Silver badge
      Facepalm

      And the brand guidelines page hasn't been updated

      https://about.twitter.com/en/who-we-are/brand-toolkit

      1. Roland6 Silver badge

        That will be because the relevant people will have been fired or are overworked doing something an excolleague once did…

        1. katrinab Silver badge
          Meh

          I think it would be the press office's responsibility to do that?

          And he fired the whole department, replacing it with a poop emoji autoresponder.

        2. KarMann
          Coat

          You mean an X colleague, shirley?

    3. Anonymous Coward
      Anonymous Coward

      money making machine

      I'm sure somebody's going to make plenty of money! Netflix or Disney, with enough sark to get sued by Elon, thus boost the rating of this crap-to-be series, but not enough to lose the case.

  16. Anonymous Coward
    Anonymous Coward

    WTF

    People are paying to post and promote Xhit's.

  17. spold Silver badge

    ....should El Reg be worried?

  18. Hans Neeson-Bumpsadese Silver badge

    white on black

    Colour choice looks suspiciously like that used in the @ logo for Threads app

  19. Alan Bourke

    He's such a high resolution, weapons grade

    clot.

    1. Anonymous Coward
      Anonymous Coward

      Re: He's such a high resolution, weapons grade

      X marks the clot

  20. StewartWhite Bronze badge
    Megaphone

    A fool and his money are soon parted

    X marks the prat.

    1. James O'Shea Silver badge

      Re: A fool and his money are soon parted

      Apparently he borrowed the money.

      1. Joe W Silver badge

        Re: A fool and his money are soon parted

        Yes. In effect he borrowed it from the company he bought, which now is in trouble because of the debt.... (among other things)

        1. Richard 12 Silver badge

          Re: A fool and his money are soon parted

          IIRC, about $27B of his own liability, $13B of debt owed by Twitter, and the rest is Qatar and Saudi princes.

          One wonders what they think of him burning their $4B or so.

          Or what Morgan Stanley and the other banks think of their loans.

          1. Anonymous Coward
            Anonymous Coward

            Re: A fool and his money are soon parted

            "Saudi princes.

            One wonders what they think of him burning their $4B or so."

            if he's lucky it won't involve a bone saw!.

  21. tip pc Silver badge

    Committed to end twitter

    Musk is clearly determined to end twitter.

    I see no reason why he didn’t just launch his new thing and incorporate the old with the old name.

    A new twitter suddenly evens up the playing field with the also new alternatives.

    People likely only stick to twitter because of recognition which is part of its utility, a ridiculous new name won’t help keep people about.

    1. Pascal Monett Silver badge

      Re: Committed to end twitter

      That's the only thing I'm not bothered about.

      Let him kill it, and his investment as well.

      Serves him right.

    2. John Brown (no body) Silver badge

      Re: Committed to end twitter

      "People likely only stick to twitter because of recognition which is part of its utility, a ridiculous new name won’t help keep people about."

      He's counting on most people being shallow. Look! Over there! Oooooh, shiny.

    3. Dan 55 Silver badge

      Re: Committed to end twitter

      Also, Zuckerborg showed Musk how to do it:

      The old front end - Instagram (Twitter).

      The new front end - Threads (X).

      Call the new front end "X, brought to you by Twitter" or vice-versa in the same way as Instagram/Threads.

      The same account info is shared between the two websites and a few more DB tables and columns added for the new front end. That means you start off with n million users.

      If he's such a rocket scientist he should have thought of that first, but he didn't. But when he saw it happen, he should have realised that was the way to do it, slammed the brakes on renaming everything to X, and done the same thing. But he didn't, because he's just a dim boy from a rich family with an ego that comes from being from a rich family and he's stuck in a loop of making something called X because he thinks its a cool name.

  22. ColonelClaw

    I'm wondering...

    ...is Brewster's Millions Elon's favourite film?

    1. Howard Sway Silver badge

      Re: I'm wondering...

      I can imagine him watching it and saying "I don't get it : what's the big deal, he only wasted a measly few million bucks..."

  23. trevorde Silver badge

    Not what I was expecting

    Yacc's tweet: "Lights. Camera. X!"

    Disappointed does not even begin to describe it

    1. MachDiamond Silver badge

      Re: Not what I was expecting

      "Yacc's tweet: "Lights. Camera. X!""

      I'm waiting to see what Linda's exit strategy is. Shouldn't be long now. If she didn't stitch up a magnificent package, that will be a warning to anybody else she may apply with that she isn't very clever. I'd love to see a poll here on how many people thought she'd be thinking of the role at Twitter as a temp job until something better becomes available.

      1. Guido Esperanto

        Re: Not what I was expecting

        Golden parachute or not, MusXrat doesn't pay for those that desert his "aura of awesomeness", just aX the thousands of employees and suppliers..

        1. MachDiamond Silver badge

          Re: Not what I was expecting

          "MusXrat doesn't pay for those that desert his "aura of awesomeness""

          I'd expect the difference between an executive contract where the executive writes it (or their attorney does) vs. an employee contract that's foisted on the new hire with no or little input from them is going to be quite striking. Given Elon's past actions, I'd include a clause that triples or quadruples the severance for delays/court fights and also puts Elon personally on the hook for the payment in addition to the company should the company not pay. Banks will do this sort of thing for small business loans so the owner, even if the company is an LLC or similar form, is separately liable for the debt.

  24. that one in the corner Silver badge

    Tweet no more

    Now you just Xit - pronounced "zit".[1]

    "Oh, I'll just squeeze out a xit about this"

    "Your xit has gone viral"

    "Musk has given us even bigger xits"

    [1] informed by my colleague Xavier, pronounced Zavier.

    1. This post has been deleted by its author

  25. trevorde Silver badge

    What Elon did next

    Refuse to pay rebranding agency

    1. Arthur the cat Silver badge

      Re: What Elon did next

      Refuse to pay rebranding agency up front

  26. Mister Dubious
    Devil

    Homage where it's due

    It seems so obvious now, but: Who among us knew Back Then that Elon was a fan of Charles Manson?

  27. heyrick Silver badge

    X marks the spot where the corpse of a once popular little blue bird is buried.

    (see subject)

  28. Kev99 Silver badge

    First Musk tries to give users the Bird, now he want wants to give the bird the Bird. Seems to be giving a new meaning to the Freudian term "superego".

    1. Roj Blake Silver badge

      Bird is the word.

  29. James O'Shea Silver badge

    hmm

    why didn't he go the whole hog and call it XXX? Instant massive name recognition. A huge following, including most of the twits. And his fave demigod like girls named 'Stormy' and 'M-something-central-European' who 'starred' in certain vids. A match made in heaven...

    1. Francis Boyle

      I have a theory

      that the X comes from the cover of the first ever porn mag Musk wanked off too. He's being trying to recreate that moment ever since.

  30. Roland6 Silver badge

    So are the “Twitter files” now the “x-files” ?

    What can we expect Scully and Mulder to be appointed to the board?

    1. Anonymous Coward
      Anonymous Coward

      Re: So are the “Twitter files” now the “x-files” ?

      "Things are getting strange, I'm starting to worry. This could be a case for Mulder and Scully" ... I wonder if Catatonia will post on Ex-Twitter?

  31. iron
    Joke

    What do you get after Plan 9 from Outer Space?

    Plan X from Outer Space!

    I'm sure this change will be just as successful and popular.

    1. John Brown (no body) Silver badge
      Coat

      So, it'll have a cult[*] following?

      Not sure I spelled that properly.

  32. Anonymous Coward
    Anonymous Coward

    Q

    Posting anon, natch.

  33. Someone Else Silver badge

    "Look over there! Squirrel!"

    And my hands never left my wrists...

  34. pdh

    Doing his work for him

    CEO Yaccarino: "Let me get this straight, Elon... you're going to re-brand us. How are we going to publicize that? The cost will be enormous."

    Musk: "I'll take care of it. Without paying a cent."

    And it's working...

    1. MachDiamond Silver badge

      Re: Doing his work for him

      Musk: "I'll take care of it. Without paying a cent."

      The only problem is the cost is going to be enormous.

  35. Fonant

    Just when almost everyone knew what Twitter was...

    How many online services get to be as well-known as Twitter? It's a well-known brand name, and Musk is deleting it?

    Is this guy supposed to be clever? Has the power completely corrupted him? Sad.

  36. Anonymous Coward
    Anonymous Coward

    ex-twitter

    it's DEEP man, real deep!!!! I mean, it took a GENIUS, no less, to come up with this revolutionary, breakthrough, ingenious, totally x-ellent, x-traordinary, x-clusive, x-cessive plan!

    1. pdh

      Re: ex-twitter

      There's a short story by Edgar Allan Poe called "X-ing a Paragrab." The crucial "paragrab" is this:

      Sx hx, Jxhn! hxw nxw? Txld yxu sx, yxu knxw. Dxn’t crxw, anxther time, befxre yxu’re xut xf the wxxds! Dxes yxur mxther knxw yxu’re xut? Xh, nx, nx! sx gx hxme at xnce, nxw, Jxhn, tx yxur xdixus xld wxxds xf Cxncxrd! Gx hxme tx yxur wxxds, xld xwl, — gx! Yxu wxnt? Xh, pxh, pxh, Jxhn, dxn’t dx sx! Yxu’ve gxt tx gx, yxu knxw! sx gx at xnce, and dxn’t gx slxw; fxr nxbxdy xwns yxu here, yxu knxw. Xh, Jxhn, Jxhn, if yxu dxn’t gx yxu’re nx hxmx — nx! Yxu’re xnly a fxwl, an xwl; a cxw, a sxw; a dxll, a pxll; a pxxr xld gxxd-fxr-nxthing-tx-nxbxdy lxg, dxg, hxg, xr frxg, cxme xut xf a Cxncxrd bxg. Cxxl, nxw — cxxl! Dx be cxxl, yxu fxxl! Nxne xf yxur crxwing, xld cxck! Dxn’t frxwn sx — dxn’t! Dxn’t hxllx, nxr hxwl, nxr grxwl, nxr bxw-wxw-wxw! Gxxd Lxrd, Jxhn, hxw yxu dx lxxk! Txld yxu sx, yxu knxw, but stxp rxlling yxur gxxse xf an xld pxll abxut sx, and gx and drxwn yxur sxrrxws in a bxwl!

      Dude was ahead of this time.

  37. Joe Gurman

    Am I the only one here old enough to remember....

    ....that that "X" logo was the one use day Xerox in the 1960s? Wonder if they still own the trademark....

    1. Ken Moorhouse Silver badge

      Re: "X" logo was the one use day Xerox in the 1960s?

      They know a thing or two about copying.

    2. John Brown (no body) Silver badge

      Re: Am I the only one here old enough to remember....

      "Wonder if they still own the trademark...."

      Depends. Use it or lose it applies...well, defend it or lose it, and they may no longer care. And anyway, the Xerox one is quite different in terms of colour and design.

      1. jake Silver badge

        Re: Am I the only one here old enough to remember....

        "And anyway, the Xerox one is quite different in terms of colour and design."

        On the other hand, see x.org ... that logo has been in continuous use for nearly 40 years.

  38. glennsills

    Missing the point

    Sadly, Elon does not realize that the one thing he could do that would most help his companies brand is selling it to someone else.

    1. Ken Moorhouse Silver badge

      Re: selling it to someone else

      @glennsills: is that your 2 cents worth... or his?

  39. Notas Badoff

    You will not go to success today

    Someone must have said this before, but is Elon handling Twitter proving that software is much harder than rocket science?

    1. Richard 12 Silver badge

      Re: You will not go to success today

      Nah, it's the difference between hiring a bunch of engineers and saying "here's the goal, here's a huge pot of money, make it happen", and doing it yourself.

  40. Ken Moorhouse Silver badge

    X Rated

    So is he next going to say that approved accounts will all be X Rated?

    Popcorn icon please - - - >

  41. Anonymous Coward
    Anonymous Coward

    Fiddling while Twatter burns

    He's losing money hand over fist with Twittler and he spends time and therefore money to do this?

    Nero would be proud of Musk.

    Not on Twattler so he can't ban me.

    1. Anonymous Coward
      Anonymous Coward

      Re: Fiddling while Twatter burns

      > Not on Twattler so he can't ban me.

      If he sees your post, he´ll buy "The Register" just so that he can!

  42. a pressbutton

    A sign of Tritter's dying user engagement level

    After all, you don't correspond with your X that often

    Otherwise it wouldn't be your X

  43. DS999 Silver badge
    Pint

    When I heard this news over the weekend

    I was anticipating the Reg article and thinking of clever or insulting things to say about it.

    You guys beat me to all the good comments, so I'll just wish that The Reg had a clown icon like the clown face emoji (I had pasted it in here but I got an error "the post contains some characters we can't support) because that's what Musk is constantly proving himself to be! Even people who support his rightward turn of the platform can see that by now - how is a rebrand of Twitter to 'X' in any way helping the cause?

    So instead I'll offer a pint to all those who beat me to all the good comments.

  44. Anonymous Coward
    Anonymous Coward

    I don't want to get personal about

    the (getting fatter by the day) fat twat, but what the fuck is that thing that seems to have attached itself to his chin?

    Maybe he should take a blowtorch or one of his "flamethrowers" to it...

  45. Puntledge

    This should be interesting: https://en.wikipedia.org/wiki/X_(company)

  46. StrangerHereMyself Silver badge

    Risky

    Musk is like a petulant child. He's been surrounded too long by ass-kissers and ay-sayers and is starting to believe his own fantasies. Twitter has already lost $25 billion in market value and if he continues on this dumpster-fire path he's gonna lose the entire $45 billion he spent buying it.

    OTOH he's still the world's richest man and could probably survive losing even that amount.

    1. MachDiamond Silver badge

      Re: Risky

      "OTOH he's still the world's richest man and could probably survive losing even that amount."

      By some accounting he's not. If you just look in the assets column, he looks pretty good, but if you also check the other side of the ledger and do a little arithmetic, it's not as rosy.

      The banks are going to make out like bandits when Elon burns to the ground. All of that Tesla stock that's been pledged as security against loans might take an initial hit, but it won't be long before it recovers once Tesla is endowed with professional management and made into a real company with real financial metrics to justify its market cap. The stock could then rise or maybe fall, but will at least be much more stable and in tune with reality.

      1. Anonymous Coward
        Anonymous Coward

        Re: Risky

        Probably fall, considering the build quality of tesla models I've seen.

        Considering a bare-bones Hyundai has better QA and build quality...

        1. MachDiamond Silver badge

          Re: Risky

          "Probably fall, considering the build quality of tesla models I've seen."

          That's where the professional management comes in. Build quality will be put ahead of adding yet another 'feature' to the cars.

          I've been paying attention to what things are important to me when using my car and what's being offered these days as features is just like the title functions in the old camcorders. It's something you play with for an hour or so and never use again. I'm an old cuss and twisting around to check behind me isn't as easy so a back up camera is a good thing. A charge flap that opens automatically when I wave the charging plug at it is just something that's going to break when I'm in the middle of nowhere and needing a charge. I'll have it off with a big screwdriver and repair it later with something more manual. How lazy to you have to be?

          1. jake Silver badge

            Re: Risky

            "I'll have it off with a big screwdriver"

            What happens in EVs should stay in EVs ...

            I'll allow one of you Brits to explain that one to the North American contingent ...

            1. MachDiamond Silver badge

              Re: Risky

              ""I'll have it off with a big screwdriver"

              What happens in EVs should stay in EVs ..."

              Filth and vile commentards. I'm not THAT kinky. Not even it the screwdriver was shaped like a Telefunken U-47 (with leather).

  47. roselan
    Thumb Up

    I think it's a good move

    They already have video site up after all

  48. Mitoo Bobsworth

    Question

    Is there some logarithmic scale that transforms mildly maladjusted nerds into overbearing twats in proportion to their wall street valuation? Genuinely curious.

    1. StrangerHereMyself Silver badge

      Re: Question

      If you're that rich and powerful it's almost inevitable you'll start to believe your own lies. This has happened with almost all (if not all) wealthy and influential people.

      Hitler thought his genius of attacking France through the Ardennes was the reason for that country's defeat. In hindsight it was just luck and incompetence on the French side. But this victory led him to believe he could defeat both the Soviet Union and the U.S. We all know how that panned out. In fact, I believe that Germany would've lost the war even if it had fought only one of those superpowers. Fighting both was simply a fools errand.

  49. MachDiamond Silver badge

    It's all branding

    There are graduate level courses on branding and brand management. Big companies with well-known brands have to be very sensitive when making changes once they have a product or service that's established. If you sell beer (loosely defined) and have a been building it up as the beer a certain sort of person drinks, if you abruptly change that, you'll lose your market. If you then go on to score own goals by handling that mistake badly, well, game over or at best you won't be in the finals this time around. Coke learned that messing with the original formula was a bad idea and even when they went to having both, the new version fell by the wayside. Cherry and Vanilla Coke were great ideas as they already had a following at venues that made them onsite and they added to the brand without touching the core product. Offering a Corvette in a new color isn't going to decimate sales. Putting them out in pink and slanting all of the advertising to imply that gay women are the main sort of person for the car would be bad. That's a big shift in the predominate demographic of Corvette buyers. If there were a market there, GM could easily design and market a car to bring in those sorts of buyers. I'm not sure that still a very good idea anymore than putting a bumper sticker on that's about a very polarizing topic.

    All Twitter is (was) is a brand. There's nothing else there and especially now with unpaid rents, lawsuits for violation zoning laws, severance pay requirements, legal compliance and all sort of of other things considered naughty. Now, compound that with a whole new rebranding that going to cost millions in just signage, letterhead, biz cards and the time it will take to update all traces of the previous logo and branding. Office furnishings are worth nothing, computers are like cars in they depreciate massively as soon as they leave the box and on an accelerated pace after that. There isn't much in the way of physical assets that could be liquidated to raise money. There's no divisions that can be spun off to keep the core service going. Kill the brand, kill the company.

    Threads is a big competitor not only to Twitter but to Elon's dream of One App to Rule them all and in the darkness bind them. The news has been very critical, but real journalists disappeared years ago. Threads got huge numbers of sign-ups initially as people scrambled to make sure they got their handle on Threads so it was the same everywhere with others scrambling to acquire user names they can sell back to those people who were slow off the mark for a nice little profit. Now that the frenzy is dying back, Threads isn't seeing gazillions of hits a second. That doesn't mean it's failed, it means that people have set themselves up with an account and will be slowly exploring the service. There's also a dearth of tools to manage and cross-manage one's social media presence that includes Threads, but that's rapidly being filled in.

    1. StrangerHereMyself Silver badge

      Re: It's all branding

      I've see companies go down because they changed their logo. People don't recognize or associate your company with the new logo and you end up losing all your brand value. To the consumer you're a new brand that has to earn their goodwill, and since you start of without you're essentially doomed.

      This happened to Sansui and Sanyo IMHO.

  50. Anonymous Coward
    Anonymous Coward

    I guess instead of a "Tweeter", we will have an "Xcreeter" and what they will post will be called "Xcrement"

  51. Michael

    Mulder and Scully

    X-files, the new online storage system from Elon. The FBI will be early users.

  52. Bebu
    Big Brother

    X marks the tw@t.

    Surprised no one has made the semi-piratical reference.

  53. Bebu
    Coat

    Lack of imagination or flair...

    I had a look at the X and the most that could be said of it is that it might pass for a stylized greek Chi χ (&chi;)

    Just off the top of my head I might have gone for a stylized version of da Vinci's Vitruvian Man - with the arms and legs forming the X.

    Based in what I imagine of twitter's demographics - even better - a very stylized but clearly identifiable woman. Although a short skirt or wrap (laplap) around the waist for modesty might be advisable.

    I can see the cartoonists having the blue bird on its back with an X made from two bandaids over its heart. "Not dead just pining for the hordes."

    Having got the colour right its almost as though the Pythons had seen the future so perhaps the future also casts long shadows. Or imbecility is atemporal.

  54. Anonymous Coward
    Anonymous Coward

    Elon is not the Xssiah

    He’s just a very naughty boy!

  55. xyz Silver badge

    His X logo kinda looks like...

    A swastika. By accident or design?

  56. Fruit and Nutcase Silver badge
    Mushroom

    Blowtorched?

    Surely we should have been treated to a video of Musk using one of his Boring Company flamethrowers on the bird.

    1. jake Silver badge

      Re: Blowtorched?

      Monday morning on the local news, we watched the SF police department telling the MuskMinions to cease and desist, because they didn't pull the proper permits to make the logo change. Elon's been fighting with San Francisco over signage for months. Seems he can't handle the City telling him "no". I predict he'll be moving the HQ to Texas, where they love slurping high-tech arse.

      1. Big_Boomer

        Re: Blowtorched?

        Just saw this on the BBC news. https://www.bbc.co.uk/news/av/technology-66300332

        Looks like the Xtw@t and his Xmorons don't like to comply with local byelaws. Did they sack the guy who organises such things for Xtw@tter then? Apparently dropping obsolete logos and letters on pedestrians heads is the way to go. The slow-mo car-crash continues. <LOL>

      2. heyrick Silver badge
        Happy

        Re: Blowtorched?

        Yup, just came to post https://www.theguardian.com/technology/2023/jul/25/elon-musk-x-rebrand-twitter-sign-removal

        This is already going well, isn't it?

  57. EricB123 Silver badge

    Exactly

    "X advertisers, X staff and X users"

    Perfection in journalism!

  58. Anonymous Coward
    Anonymous Coward

    The end is nigh

    The destruction almost complete!

    Bwaahahahahaaaaa

  59. Claverhouse
    Stop

    Just STOP !

    "X is here! Let's do this," she said

    .

    .

    i can't stand enthusiasm.

  60. Claverhouse
    Unhappy

    Also: Re Artists

    I know of a fair few artists and crafts sellers --- and nature groups, here in the West who utilize Twitter [ closed to me anyway cos I stopped viewing it anyway half a decade ago ]; but more personally I go to Danbooru a lot, having a passion for Chibis, and I've noticed nearly all Japanese/Chinese anime artists rely on Twitter accounts: This rebranding idiocy could have a devastating effect across Asia, just because some twerp in America got up one morning with a demented idea...

    As all Rebrandings are.

  61. Grunchy Silver badge

    "We're cutting the Twitter logo off the building with blowtorches,"

    some jackass don't know what a blowtorch is.

  62. Dwarf

    Ex as in has been ?

    Seems quite appropriate given its apparent trajectory of a nose dive into the ground

    I suppose when it all implodes, then X marks the spot

  63. steviebuk Silver badge

    More money than sense

    Its like what a child would do if they were a billionaire. Yes it might be a toxic place but there are some useful thinks, WHS_Carpets, RMCRetro, The great Translation but its also a massive brand name that's been burned into peoples minds, so why would you change it. Its like changing the name of Hoover at the height of their success, everyone calls a vacuum cleaner a Hoover (in words of Alan Partridge when he explains about Tannoy)

  64. decentralised

    It's a nothing-burger.

    Zuck's platform is still called "Facebook" by everyone, not "Meta".

    I think most people will still call musk's cess-pit "Twitter".

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