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TechRadar

Lance Ulanoff

Elon Musk's Twitter brand change is even more devastating than I thought

Elon Musk Twitter Inc. X Linda Yaccarino Apple

Elon Musk artwork behind a phone

I couldn’t find it. Twitter. I knew it was running on my desktop, and in one of the two dozen Chrome tabs I had open, but I couldn’t see it. I scanned the tabs, but it wasn’t there.

It was there, though, but I wasn't able to spot it because Twitter’s iconic blue bird is gone, replaced by a black X. This is how you destroy a brand identity: by vaporizing brand recognition.

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