By Supantha Mukherjee, Martin Coulter and Sheila Dang
(Reuters) -After 17 years with an iconic blue chicken that came to symbolize the broadcasting of solutions to the area, billionaire Elon Musk renamed Twitter as X and unveiled a brand fresh logo, marking a highlight on constructing an "the full lot app."
On Monday, a stylized white X on a unlit background became the fresh logo on Twitter's web residing, even though the blue chicken became once restful considered on the mobile app.
Since taking on Twitter in October, Musk has said he envisions an app that can presumably provide a fluctuate of products and companies to customers previous social media, much like to find-to-to find funds, an thought that mirrors the broadly well-liked WeChat app in China.
The transformation is more merely a mode for Musk to manufacture his imprint on the corporate, said Tom Morton, world chief map officer at ad agency R/GA. "Twitter's changing title and logo has nothing to complete with user, advertiser, or market concerns. It is a image that Twitter is Elon Musk's non-public property.
"He conquered the fortress, now he's flying his beget flag."
The fresh logo garnered blended reactions from customers and sparked confusion about what tweets would now be known as, whereas marketing and branding consultants said the rebrand risked throwing away years of Twitter's title recognition.
"Handiest a few brands dangle change into verbs or considered themselves referred to in world data outlets as in most cases as Twitter has," said Matt Rhodes, map lead at inventive agency Rental 337, which has labored with British telecom company Sky.
"Something else that makes it tougher for folk to search out, or prefer to start the app on their cluttered mobile phone monitors dangers harming utilization," he said.
Fernando Machado, who beforehand held chief marketing officer roles at Activision Blizzard (NASDAQ:ATVI), Restaurant Brands World (NYSE:QSR) and Burger King, said rebrands on the full seize time to sink in, even though "as a Twitter user, I confess that I omit the puny chicken already."
"For my piece, I dangle the fresh come feels a bit cool and impersonal," he said.
Outdoor Twitter's headquarters in San Francisco on Monday, police stopped improvement workers from taking away the Twitter signal, in a scene witnessed by a Reuters reporter. On one facet of the constructing, most productive the blue chicken and the letters "er" were left.
"#GoodbyeTwitter" became once trending on the platform on Monday with reference to the extinct logo as some customers criticized the fresh one.
Musk tweeted on Saturday that "soon we are in a position to repeat adieu to the Twitter designate and, step by step, your complete birds".
In response to a tweet asking what's going to tweets be known as below X, Musk spoke back "x's".
Musk has faded the letter X time and all some other time right through his companies. He co-founded x.com as a web based bank in 1999 which later remodeled into PayPal (NASDAQ:PYPL). He sold the domain support from PayPal in 2017, announcing it had "sentimental value".
The domain x.com now redirects to Twitter.
Linda Yaccarino, the fashioned selling chief at NBCUniversal who began as Twitter CEO on June 5, suggested workers in a memo on Monday that X "will go even extra to transform the area metropolis sq.."
The corporate will work on fresh parts in audio, video, messaging, funds and banking, in step with the memo, which became once considered by Reuters.
The platform will face challenges to reinvent its alternate.
Since Musk's takeover, the corporate has faced tumultuous times with layoffs, a consuming topple in advertisers and the meteoric upward push of Threads, Meta's response to Twitter.
The billionaire's choice to rebrand Twitter as X shall be difficult legally: X is broadly faded and cited in trademarks, and companies including Meta and Microsoft (NASDAQ:MSFT) already dangle intellectual property rights to the an identical letter.
The rebrand indicates Musk has given up on any plans "to revive Twitter as a highly efficient stand-by myself social community and merely considers the $44 billion spent on the community a sunk designate," said Niklas Myhr, a professor of marketing at Chapman College.
"The ultimate few months were tumultuous at Twitter, and I make no longer think a brand fresh designate goes to resolve the full lot," Drew Benvie, CEO of social media consultancy Battenhall, said.
"Here's less about reinventing Twitter, and more about constructing a designate spherical Elon Musk's empire, including SpaceX, the put the X branding indubitably connects a puny bit more closely."