Twitter rebrand to X is officially underway, new bird-free logo revealed

The new domain has been bought; the company name has been changed and even the blue bird is gone: Twitter's long-hyped assumption of a new identity is now officially underway. Its original URL still works - for now - however, Elon Musk has made it clear that it is effectively interchangeable with x.com from now.

The mogul has also reportedly marked the switch to the business name X Corp by having the new "Twitter logo", a minimally-styled X in white on a dark background, onto the side of a San Francisco corporate building. The image has already taken its place on the social media site's desktop version, with a similar conversion for the rest of its formats to come.

Twitter (sorry, X) CEO Linda Yaccarino's reactions to the change make reference to Musk's widely-bruited concept of the platform as a "global town square", and also to its potential to become the international answer to solutions such as WeChat, which combine financial services and messaging in one app; the company's owner has even hinted at a preference for what have historically been called a tweet to become an "x" instead.

The ongoing re-brand has not exactly met with universal positivity among users of the platform in question thus far; for example, many have found that they will miss the blue bird, the current version of which is based on an image that has been around in some form since 2006.  

The pace of the move to supplant the mascot and the website it has represented for so long has also resulted in objections from security analysts such as ESET's Jake Moore, who maintain that it leaves users ripe for phishing attacks. Nevertheless, Musk has indicated that the conversion of Twitter to X will continue until "all the birds are gone".

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