HQ Logo of Twitter got switched to a ‘X’ and the cops arrived.

Twitter Rebranded to X
Twitter Rebranded to X

This week, Twitter underwent a rebranding process and is now known as X. This move represents a substantial shift from the company’s renowned brand and public image with Elon Musk’s personal concept of awesomeness serving as the driving factor to the new branding. The transfer, however, wasn’t without trouble.

The firm opted to take down the Twitter logo from its offices at 1355 Market Street in San Francisco as part of the rebranding process. This fairly normal operation, however, swiftly took a surprise turn when the police interfered, putting the process to an end. It was first reported that Musk had failed to secure the required authorization to operate the crane used for the operation, prompting the police to intervene.

Local authorities eventually confirmed, however, that the law enforcement activity was the product of a misunderstanding. At 12:39 p.m., police went to a complaint of a probable unpermitted roadway closure at 10th and Market roadway. Their inquiry concluded that no offense was actually done, and that the occurrence had nothing to do with the police. According to the San Francisco Standard, someone from Twitter had a genuine work order for removing the sign, but there was an error of communication with the security guards in the building and the property owner.

In contrast to Elon musk Twitter Spaces chat, in which he joked that the removal team was using blowtorches to remove the Twitter logo from the structure, it appears that a more conventional technique was followed.

Despite the controversy over the rebranding and removal of the sign, Twitter, or actually, “X,” has moved forward with a fresh identity. “Please don’t take this time for granted,” CEO Linda Yaccarino said in a corporate message. You’re authoring history, and our evolution has no bounds. And everyone is welcome to help us develop X.”

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