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Twitter headquarters left with half a sign as police interrupt

Twitter headquarters left with half a sign as police interrupt

In a surprising turn of events, Twitter’s highly anticipated rebranding, spearheaded by its owner Elon Musk, has hit a snag. The social media giant, under its new ownership, is undergoing a corporate makeover that involves changing its name to a single letter “X.” However, the process of rebranding its San Francisco headquarters came to a halt after police intervention.

On Monday, workers attempted to remove the outgoing company name from the office’s prominent vertical sign. Five letters were successfully taken down, leaving the sign to read “er.” This incomplete transformation seems to reflect the mixed reactions from commentators about the sudden and radical change to the well-known Twitter brand.

Photographer Justin Sullivan, who documented the sign removal for Getty Images, reported that San Francisco police intervened and halted the process shortly after it began. Initially, there were reports suggesting that the police were called because Elon Musk had not obtained the necessary permit for the work. However, the police later clarified that it was a mere misunderstanding, and there was no crime committed.

Despite the police leaving the scene, work on removing the rest of the letters did not resume, leaving everyone uncertain about when the process would continue. The lack of clarity and interruption in the rebranding process has further fueled the curiosity surrounding Twitter’s transition to the letter “X.”

Elon Musk, the billionaire entrepreneur behind this audacious move, had already unveiled Twitter’s new logo – a simple “X” on a black background, replacing the iconic blue bird that had become synonymous with the social media platform. He also announced that the familiar term “tweets” would be replaced by “x’s.” This change has drawn both intrigue and criticism from observers.

Marketing professor Jean-Pierre Dube expressed his skepticism, questioning the wisdom of discarding a well-established and globally recognized brand like Twitter’s. Many wonder why Musk would risk the potential confusion and loss of identity associated with such a radical rebranding.

The timing of the rebranding announcement is notable as well. It comes during a period of upheaval at Twitter, with Musk disclosing a significant drop in advertising revenue and facing legal challenges regarding promised severance payments and unpaid bills. His acquisition of Twitter for a staggering $44 billion last year resulted in mass layoffs shortly after the takeover.

Despite the controversies and uncertainties surrounding the rebranding, Elon Musk seems committed to transforming Twitter into something entirely different from its former self. However, the reception from users and the success of this new venture remain to be seen.

As Twitter’s headquarters in San Francisco remains in its partial “er” state, awaiting further action, the world watches with bated breath to see how this daring change will unfold and how it will impact the platform’s future in the ever-evolving landscape of social media.


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