The Rise of X: Elon Musk's Disruptive Rebranding Story

08 August 2023


The richest man in the world strikes again. No, he didn't impose new restrictions on how Twitter's users view tweets, didn't go to court to hunt down Threads or embark on a new layoff spree. He went big by killing the Blue Bird, taking a bold rebranding move and reintroducing Twitter as "X".

The iconic logo was taken down in the company's HQ and replaced with an X, the Twitter app now features the new logo on both the App Store and Google Play Store, and currently redirects to  

Twitter rebranding to X is not only about renaming the social media platform; core changes are about to happen. According to Musk, it's the first step to creating an "everything app" with "unlimited interactivity". 

Many have long expected Musk to create the Western version of the Chinese super-app, WeChat, which he previously praised. The Chinese all-in-one platform offers all that apps can provide in one place, including messaging, audio/video, meetings, translation, social networking, shopping, payments, ride-sharing, food delivery, and more. 


Linda Yaccarino, the chief executive officer of X Corp, tweeted: "X is the future state of unlimited interactivity – centred in audio, video, messaging, payments/banking – creating a global marketplace for ideas, goods, services, and opportunities. Powered by AI, X will connect us all in ways we're just beginning to imagine."

She explains that Twitter made an exceptional impact on how we communicate, but now it's time for X to take over and transform the global marketplace. 

Where Did Elon Musk Go Wrong with Twitter’s Rebranding?

There are many factors to consider when building a rebranding strategy. Elon Musk might have missed a few.

Renaming Must be Approached Carefully

Rebranding imposes critical challenges, especially if renaming is involved. It's essential to study how the name will be perceived by users and how it'll reflect the brand's vision and mission.

Let alone it was a sudden change that somehow shocked users; the X itself is ambiguous and associated with too many ideas. Is it a mathematical symbol? Does it resemble the unknown? Is it number 10 in Roman? The connotations of X go on. Online users are having a blast deciphering the name. Maybe Elon just finds it cool.


Primarily reactions towards "X" have varied. Those fond of Musk's chaoticity and unhinged statements like the mysterious vibes associated with it, especially with the announcements Musk is making about the new features.

Long-time Twitter users aren't fans of the change. They mocked the new logo and wondered about Musk's obsession with the letter X. 

Having Solid Reasons to Rebrand

Before diving into the rebranding process, it's essential to understand why it's needed. Brands must identify the reasons behind the decision, whether it’s to stay relevant, appeal to a new target audience, correct a negative brand perception, or reflect changes in the business.

For X, the reasons are broadening Twitter's concept and transforming it from a public messaging service into a super-app that caters to a larger audience, as we can understand from Musk's and Yaccarino's announcements.

Taking Baby Steps Toward Rebranding

Rebranding should be a well-thought-out and comprehensive effort. Rushing the process can lead to design, messaging, and implementation mistakes, and the rebrand might not effectively communicate the intended message. 

The audience must be gradually introduced to the brand's new name, logo, services, and values. Companies have to understand that steering away from familiarity may either create a positive trend and be received with enthusiasm or lead to a disaster.


Elon Musk jumped feet first into Twitter's rebranding process. He might have hinted at it in several tweets, e.g., "Buying Twitter is an accelerant to creating X, the everything app", but it wasn't explicitly explained. 

Users were confused; Musk disturbed their community that, for many years, offered a fostering environment for their opinions. Even experts are in different positions about this; is it a good decision, or is he going downhill?

Much of the negative feedback also stems from the fact that the Billionaire isn't everybody's favourite at the moment, considering the controversy and uncertainty surrounding him since the day he acquired Twitter. So, approaching this cautiously might've been the best way to go. 

Rebranding Legal Considerations

When rebranding a business, it's crucial to address various legal aspects to ensure a smooth and compliant transition. Companies must conduct thorough trademark searches and register new trademarks, secure domain names and social media handles, and transfer intellectual property rights appropriately.


X might fall behind here. According to Reuters, the rebranding of Twitter may face legal complications in regard to intellectual property rights, as several companies, including Meta (META.O) and Microsoft (MSFT.O), have intellectual property rights to the X. The letter is used and cited widely, which also may result in legal claims in the future.

Guiding You Through Rebranding

Do you think your brand is no longer relevant? Are you planning to expand to new markets and want to freshen your brand to appeal to your audience?

e-Arabization is here to help. We are the language wizards that will accompany you in your adventure across borders and tear down barriers with high-quality translation and localisation services. 


Book a consultation today to embark on your journey to a successful rebranding.