When Elon Musk tweeted “the bird is freed” as he bought Twitter last year, it was presumed he was referring to liberating the platform from its figurative shackles. Now he has booted the brand out of the nest altogether.
Musk’s announcement on Sunday that he was rebranding Twitter as X is the latest of many dramatic moves by the social media network’s owner. If Twitter isn’t worth the $44bn he paid for it in October, it is in danger of being worth even less now if it does away with its well-established brand name and avian logo (Musk said on Sunday it would soon be time to bid “adieu to the Twitter brand and, gradually, all the birds”).
