Twitter users are slating the new ‘X’ rebrand, which is understood to be part of Twitter owner Elon Musk’s ambition to create ‘X, the everything app’ incorporating audio/video/messaging/banking and powered by AI.
But, as the X logo was launched over the weekend (and not much else, apart from a bat signal-style ‘X’ shone onto the side of Twitter’s HQ) many Twitter users have been taking to the social media app to pan the new look.
“About what you’d expect from Twitter these days. Slipshod, rushed, uninspiring, with no clear brand strategy to speak of,” says Matt McDermott, president of a Baltimore-based consumer experience and creative firm.
“What is it???” asks New York-based brand manager Skip Dillard. “An “X” doesn’t represent a rebrand.”
“It goes completely against the process of “rebranding,” says UK-based graphic designer Kassy Bull. “Musk has changed the logo without even telling us the values and role of his new platform or brand as a whole. It feels like a job half done and there is now no emotional connection to Twitter. There’s a massive disconnect,” she adds.
“It’s awful,” says Cape Town-based reporter Ann Nurock. “One of the most recognised brands in the world. One has to ask why?!?!!”
ELON MUSK & TWITTER
The world’s richest man, billionaire and SpaceX boss Elon Musk, took over the day-to-day running of the social media platform after buying it for £38bn last October.
After a turbulent start to his tenure, including the sacking of thousands of staff, warnings from regulators and Musk quitting as CEO to install his dog in the position (!), the brand is not without controversy under its new ownership.
FURTHER READING: 6 lessons we can learn from Elon Musk’s Twitter tenure so far
‘THE EVERYTHING APP’
Musk has spoken previously about his desire to launch ‘X, the everything app,’ even before buying Twitter. He has compared his plans to China’s WeChat, the popular Chinese instant messaging, social media and mobile payment app with over a billion monthly users, which combines familiar features like messaging, payments, a marketplace, and public posts into one place.
Twitter chief executive Linda Yaccarino appeared to confirm this strategy via ‘X’ on Monday saying: “There’s absolutely no limit to this transformation. X will be the platform that can deliver, well…everything.”
She continues: “For years, fans and critics alike have pushed Twitter to dream bigger, to innovate faster, and to fulfil our great potential. X will do that and more…
“It’s an exceptionally rare thing – in life or business – that you get a second chance to make another big impression. Twitter made one massive impression and changed the way we communicate. Now, X will go further, transforming the global town square,” she adds.
HOW DOES xAI FIT IN?
Earlier this month, Musk also announced the launch of a new artificial intelligence start-up xAI, as he looks to take on ChatGPT-owner Open AI.
The plan is for xAI to work with his existing companies, including Tesla and Twitter (now X Corp), with the goal to “understand the true nature of the universe”.
BUT ALL IS NOT LOST…
It’s understood that Twitter’s ‘X’ rebrand may not be the final evolution of the logo, but an interim version. The publicity surrounding the move, however contentious, was arguably a big win for the brand, earning them huge amounts in PR and earned media.
“Genius move,” says LA-based consumer psychologist, Jorge Inda Meza.
“All of it. The timing, the process to pick it, the logo crowdsource, the IP ramifications, the physical signage change, the speed to implement, the UX implications, the obvious chatter blow-up,” he adds.
“It’s shite as a bit of visual language. But X the everything app. Great value proposition. Brilliant name. Game on,” says Gellan Watt, a creative director and agency founder.
Nola Weinstein, former head of culture, brand experience and engagement at Twitter, who left the business in November, took to the social media site in support of the design choice, saying: “The logo had 90% brand recognition worldwide. On par with Coca-Cola.”
With mixed views on the Twitter rebrand, it’s clear one thing has worked, the ‘X” has got people talking, further showcasing the power of social media.
As the logo itself continues to get slated though, we highlight some of the ‘worst’ global rebrands in recent history…
5 OF THE WORST GLOBAL REBRANDS:
1. AIRB&B (2020)
Airbnb launched a new logo and branding with the intention of showcasing the company’s expansion beyond accommodation rentals. But the new logo received mixed reactions, with many finding it hard to decipher and disconnected from the company’s core purpose. Some even made comparisons to body parts or other unrelated objects.
2. WEIGHT WATCHERS (2018)
The weight loss company rebranded itself as WW, to reflect a broader focus on overall wellness rather than just weight loss. However, the rebrand was met with backlash, with critics arguing that the name change was confusing and did not align with the company’s primary purpose.
3. UBER (2016)
Uber redesigned its logo and app icons, replacing the black and white “U” with a colourful, stylised logo. However, many users and critics found the new design confusing and less recognisable than the previous one. Some felt that the rebranding lacked the simplicity and clarity of the original, making it difficult to identify the app at a glance.
4. GAP (2010)
Clothing retailer Gap unveiled a new logo that was met with widespread public backlash. The new design featured a plain Helvetica font with a small blue gradient square at the top-right corner. The public felt that the new logo lacked creativity and was a departure from the iconic blue box logo that the brand was known for. The company quickly scrapped the new logo and reverted to its original design.
5. TROPICANA (2009)
Tropicana attempted a significant packaging redesign that eliminated its iconic orange with a straw image. The new packaging featured a simple glass of orange juice. But the public found it generic and less appealing. Sales plummeted, and Tropicana reverted to its original packaging shortly after the rebrand.
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