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Lifestyle
Matthew Pittman, Assistant Professor of Advertising and Public Relations, University of Tennessee

Why Dunkin' and Lego rebrands succeeded – but X missed the mark

Lego Twitter Inc. Dunkin Elon Musk Meta British Petroleum American Airlines metaverse Facebook
So far, Twitter's rebrand = X + why? Lorenzo Di Cola/NurPhoto via Getty Images

Twitter has swapped the fluffy bird that used to symbolize the social media platform for a spindly black X. Ditching the company’s well-known logo and changing its name to a letter often associated with danger, death and the unknown is only the latest user-aggravating step CEO Elon Musk has taken since he bought Twitter in October 2022 for US$44 billion.

But it’s the most visually jarring one.

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