Twitter Is Being Rebranded To X

Twitter has officially begun rebranding to X, as owner Elon Musk announced new changes to overhaul the social media platform’s identity entirely. “Soon we shall bid adieu to the Twitter brand and, gradually, all the birds,” Musk tweeted on July 23, adding in a follow-up tweet that “if a good enough X logo is posted tonight, we’ll make [it] go live worldwide tomorrow.”

That change has begun, as Twitter’s iconic blue bird logo has been replaced by an X logo, which according to The Verge’s Tom Warren, appears to be based on a glyph from Special Alphabets 4. This is a temporary X logo for now and will be replaced later. Additionally, the domain X.com automatically redirects to Twitter, although references to the Twitter brand are still present for now.

Musk has regularly used the letter “X” in his projects, as it features in everything from SpaceX to the name of his child X Æ A-12. When he first purchased Twitter, Musk tweeted about his vision to turn Twitter into “X, the everything app.”

Since he purchased Twitter for $44 billion last year, Musk has implemented sweeping changes to the social media platform. User verification has become a legacy feature that has been replaced by Twitter Blue, an $8 monthly subscription, while organizations must pay $1,000 a month for a gold “verified” checkmark. Tweetdeck will also become locked behind a verified user paywall beginning in August and temporary reading limits were placed on accounts this month in an effort to combat “extreme levels of data scraping and system manipulation” according to Musk.

Twitter–or X–now also faces some new competition from Facebook and Instagram parent company Meta, as Threads recently launched and offers a similar service to its users.