Twitter’s X-traordinary Rebrand: Legal Drama or Comedy?

Mike Ruggles, Founder

Mike Ruggles, Founder

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Twitter's X-traordinary Rebrand: Legal Drama or Comedy?

Key Points:

  • Elon Musk rebrands Twitter as ‘X’, creating confusion, legal implications, and PR mishaps.
  • Ex-employees express discontent at the sudden change, with ‘X’ appearing on their LinkedIn profiles.
  • Potential trademark battles could cost upwards of $100 million, raising questions about the sustainability of the rebrand.
  • Musk’s plan to replace Twitter’s language further complicates the rebrand, disrupting brand recognition and user familiarity.

X-Marks The Spot, But Where’s the Bird? 🐦

Hold on to your law degrees, folks. A case of an identity crisis, Twitter—or should we say ‘X’?—has thrown down the gauntlet. And this is no ordinary drama; it’s a potential legal, PR, and branding catastrophe. It’s like the “Who shot J.R.?” of social media, but in this case, J.R. has shot himself in the foot.

The X-ceptional Transition 🔄

Elon Musk, the world’s wealth-inflating extraordinaire, decided that Twitter, the notorious blue bird, needed a facelift, and what’s better than replacing the feathery friend with a simple letter ‘X’? After all, X marks the spot, right? Wrong!

This rebrand isn’t without controversy, and some are saying it’s more befitting of a porn site than a professional social media platform (an unforeseen consequence, I’m sure 🙄). Perhaps it’s Musk’s enduring X-ophilia that’s to blame here; he’s got a history with the letter, after all.

  • He birthed PayPal from
  • SpaceX, his rocket company, carries the X banner.
  • His AI venture? It’s called xAI.
  • Tesla? They got a Model X.
  • One of his children? Named X.

Oh, the beauty of consistency! But really, this isn’t a nursery rhyme; it’s a multi-billion dollar business!

The X-hilarating Repercussions 😮

The blue bird has left the building, and confusion has entered stage left, and as they say, confusion breeds contempt! As it turns out, replacing an iconic bird with a simple X was a bit of a shocker for Twitter’s ex-employees. They woke up to find an unfamiliar black-and-white X on their LinkedIn profiles, a stark reminder of their connection to a brand they no longer recognized. Oops! 🙈

And let’s not ignore the elephant (or should I say, the “XXX”) in the room—the awkward connection between the letter X and adult content. *Cue embarrassed face emoji*. And guess what, XVideos, a website renowned for its ‘adult’ content, said a big THANK YOU to Elon. Because why not?

Lawsuits Coming, Anyone? 🧐

Could this branding hullabaloo herald a wave of lawsuits? You bet! You’d think a man of Musk’s calibre would have checked the small print first. Twitter cannot just claim the X as their own, and bar the rest of the world from using it, could they? According to Emily Poler, a trademark litigator, that’s a big NO.

And here’s where it gets juicier. Protecting the use of ‘X’ as a potential trademark could be a lengthy and expensive ordeal. As Josh Gerben, a trademark attorney, suggested, it could cost over $100 million. That’s right. The price of a small tropical island or, you know, a ticket to Mars.

Birds of a Feather, Tossed Out Together 😢

In a baffling turn of events, “tweets” and “retweets” have been given the boot too. Is nothing sacred? Musk reckons an X is the new Tweet, and that the retweeting concept needs rethinking. And just like that, Twitter’s globally recognized branding was tossed out like yesterday’s news. Who needs billions of dollars of international brand value, right?

An X-traordinary Offer 👀

What about the humble owner of the @X handle? Gene Hwang, the X-owner, found himself with a new username and an unexpected offer from X, the social media platform formerly known as Twitter. What’s the offer? A visit to X’s headquarters and a bunch of merch. So, it seems everyone can have their 15 minutes of fame in the brave new X-world.

X-iting Times Ahead 🎢

Buckle up, legal eagles! The journey of X, the latest incarnation of Twitter, is a suspenseful soap opera, with plot twists around every corner. Who needs Netflix when real life provides such riveting entertainment?

Like what you’re reading? 📚 Sign up for our newsletter to keep abreast of these bewildering developments, and more! We promise, it’s a much smoother ride than the one X is on right now!


  1. Twitter’s New Identity: X
  2. The Elon Musk Branding Playbook
  3. The Cost of Trademark Battles
  4. Social Media Rebrands: A Case Study

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Frequently Asked Questions (FAQs)

A: He’s rebranded Twitter to ‘X’, causing a wave of confusion and even legal concerns due to the widespread use and association of the letter ‘X’.

A: The ‘X’ logo is causing significant consternation, with critics arguing it resembles logos of adult content websites, potentially leading to reputation and legal issues.

A: Many are disgruntled, finding an unexpected ‘X’ logo on their LinkedIn profiles, with some disliking the association with Musk’s rebranded platform.

A: Trademark attorney Josh Gerben estimates that it could cost over $100 million to protect the use of ‘X’ as a trademark and settle potential litigation.

A: Yes, Musk intends to replace ‘tweets’ and ‘retweets’ with new terminology to fit the ‘X’ brand, causing further upheaval.

Mike Ruggles, Founder

Mike Ruggles, Founder

Follow me for exclusive content & networking opportunities!

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