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Fortune

Christiaan Hetzner

Elon Musk’s new ‘X’ brand has a problem: He doesn’t own the trademark

Elon Musk Twitter Inc. Tom Warren

Twitter owner Elon Musk rebranded the company to X. (Credit: Chesnot—Getty Images)

Elon Musk is widely considered to be the visionary businessman of our time, able to predict what consumers would want most in the future.

So why did he seemingly forget to do something so simple as secure a trademark for his new X corporate logo before initiating a wholesale rebranding of Twitter that no one asked for?

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