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Alexandra Mogyoros, Assistant Professor in law researching at the intersection of brands, trust, intellectual property and expression, Toronto Metropolitan University

The reaction to 'X,' Elon Musk's rebrand of Twitter, reflects how we feel about brands

Elon Musk Twitter Inc.
Elon Musk, owner of X Holdings Corp., changed Twitter, Inc. to X Corp. He announced the change on July 23, 2023. (Shutterstock)

Twitter has long been known for its iconic Blue Bird. On July 23, Elon Musk announced that this famed logo was going to be replaced with an “X.” After a series of Musk-driven blunders, the disappearance of the Blue Bird has been seen by some as the final straw in the erasure of Twitter as we know it.

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