Video inside Elon Musk’s new X-themed HQ shows old Twitter bird logos being replaced and lots of black paint.
Video inside Elon Musk's new X-themed HQ shows old Twitter bird logos being replaced and lots of black paint.
Elon Musk’s “X” Rebranding of Twitter Takes Over Headquarters
In the world of eccentric billionaire Elon Musk, nothing is quite what it seems. And his latest endeavor to rebrand Twitter as “X” is no exception. The transformation is not limited to a mere name change, as it has now seeped into the very fabric of the company’s San Francisco headquarters.
Videos posted by Twitter employee Jenner Balagot offer a glimpse into the newly revamped headquarters. The footage, accompanied by a weepy soundtrack from Disney’s “Wreck-It Ralph” movie, showcases the remarkable changes that have taken place. As the camera pans across the once vibrant walls, a bird mural is now painted black, symbolizing the departure from Twitter’s old identity. The cafeteria wall, previously adorned with a giant blue bird logo, now only displays the blue light projection that used to illuminate it. Even the collage reading “love where you work” has vanished, leaving behind a bird-shaped protrusion on the wall as a vestige of the past. Small bird stickers, once ubiquitous, have been meticulously peeled off surfaces.
But it is the conference rooms that truly exemplify Musk’s unorthodox approach to rebranding. Balagot’s video humorously showcases the new names assigned to these spaces. From “eXpanse” and “eXpand” to “eXpectation” and “eXile,” each room is bestowed with an “X” prefix, representing the new era of Twitter. The tongue-in-cheek tone of the video takes a suspenseful turn when the conference room “eXorcist” is revealed, accompanied by a horror sting, injecting a sense of whimsicality into the endeavor.
The rebranding efforts spilled beyond the confines of the headquarters and into the public sphere. Earlier this week, the new “X” logo was unveiled through a gigantic projection onto the building’s exterior, surreptitiously carried out in the dead of night. In a bold move, the iconic Twitter sign was partially removed from outside the headquarters, but not without some resistance from the San Francisco police, who briefly halted the initial attempt.
Musk’s fascination with the letter “X” is no secret. Back in 2017, he expressed his sentimental attachment to the X.com domain, which he bought back from PayPal. The influence of this letter has permeated other aspects of his ventures as well. Tesla, another one of Musk’s brainchildren, boasts the Model X, a sleek electric SUV. The holding companies formed for the Twitter acquisition were aptly named X Holdings. Even Musk’s latest foray into artificial intelligence is christened xAI Corp. And let’s not forget his son with Canadian musician Grimes, lovingly referred to as “Little X.”
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As is often the case with such unconventional endeavors, the Twitter rebranding has drawn a mixed response. Marketing experts have labeled the move as “completely irrational,” while some users have likened the new “X” logo to one that belongs on an adult film website. However, a survey suggests that avid Twitter users have actually welcomed the change.
It is undeniable that Musk’s rebranding efforts have taken Twitter into uncharted territory. Whether one loves it, hates it, or simply scratches their head in confusion, Musk has once again managed to leave a lasting impression on the tech and media landscape. This rollercoaster ride of a rebranding campaign, with its emotionally rich, humorous, and positive undertones, showcases Musk’s relentless pursuit of innovation and his penchant for pushing boundaries. And with that, the saga of “X” continues to unfold.
