On Tuesday, Elon Musk made a surprising move by changing the logo of X—a platform he is transforming into an “everything app.” This decision came shortly after he had replaced Twitter’s iconic blue bird as part of the platform’s swift rebranding. Musk’s approach to the rebrand has caught many onlookers off guard due to its speed, seemingly lack of planning, and the abandonment of well-known and valuable assets.

The process began over the weekend when Musk mentioned moving away from Twitter’s avian theme. By Monday, he had already discarded several vital features, including the logo, name, and language used on the platform. Instead, he introduced a new logo, surprisingly crowdsourced by his followers. The transition to the name “X” was not unexpected, as Musk had expressed his desire to create an “everything app” akin to China’s WeChat.

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He even renamed the platform’s business entity X Corp, aligning it with his other ventures like xAI and SpaceX. However, what surprised many was the rapid pace at which Twitter rebranded as “X” and the complete departure from its valuable and recognisable elements, particularly its iconic blue bird, Larry, and the Twitter name itself.

Experts point out that while Musk has left behind an immensely valuable intangible asset in Twitter, his and Twitter’s high profiles offer X a significant advantage in building brand value. Marisa Mulvihill, global practice lead for brand and activation at growth consultancy Prophet, notes that “X” will be the brand of the company and the platform. If X can deliver a compelling consumer experience, it stands a chance to build brand equity rapidly. 

The abrupt withdrawal from Twitter, a company with a brand value projected in the billions of dollars, has generated debate among Musk’s detractors. Musk clearly asserted that “X will become the most valuable brand on Earth” in reply to allegations that the redesign destroyed billions of dollars in worth. You have my word.

The effect of Twitter’s disappearance on language and culture is one ambiguous issue. 

The platform has introduced terms like “tweet” and “tweeting” into our everyday lexicon, and it is unclear what the alternatives will be now that the platform has become X.

Forbes currently estimates Elon Musk’s net worth to be $239.9 billion, making him the wealthiest person in the world. His fortune primarily comes from his stakes in Tesla, SpaceX, Neuralink, and the Boring Company. Notably, in 2022 Musk infamously purchased Twitter for $44 billion.

Elon Musk’s swift rebranding of X from Twitter has surprised many. Still, with his reputation and the platform’s potential as an “everything app,” X has an opportunity to become a highly valuable brand. However, the challenge lies in effectively differentiating itself and offering unique features to avoid being overshadowed as it ventures into new territory.