Twitter: The symbol “X” reveals the chaos and arrogance of Elon Musk’s regime – WELT

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HLon Musk is leading the restructuring of the social network Twitter straight ahead. In doing so, it does not stop at the core values ​​of the company’s brand. The latest change concerns the brand itself: the Blue Bird logo for apartment, known to users and Twitter insiders as “Larry”, had to navigate from the top-right corner of the Twitter homepage. Instead, all users there will have a file X logo an offer.

Musk is constantly continuing what he started at the beginning of the year: he is building his brand Twitter to a public digital company as possible.

X can represent every conceivable digital service, from communications to payment services to online shopping. But experts warn that Musk is risking the brand value of the entire platform.

Musk was named after the holding company Changed accordingly in MarchSince then, Twitter has been named X Corp in official documents. But only now, with the change in brand identity, the conversion has also reached the users.

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The impression becomes even stronger: Musk bought Twitter not as a communication platform, but as a new platform “Everything appAny global app, like the one used by the Chinese group Tencent We chat created.

Wechat not only serves as social network, but can also be used for video conferencing, gaming, photo and video sharing, online shopping and banking. Musk has similar plans for Twitter. The platform aims to gain more users by selling services and become less dependent on advertisers.

The simple X logo on Twitter

The new X logo is as simple as possible. Mask simply takes the letter X from a freely available numeric font. Seems like he’s spending as little money as possible on rebranding. Even his trademark design was very obvious to him at first.

In addition, the Twitter homepage has not been constantly rebuilt. Instead, the blue bird logo still appears everywhere, for example on the platform’s help pages, on contact forms, even in terms of use and on advertisers’ pages.

No subtle rebranding has been done here, which is evident from the brand mess. Instead, Musk now has a mixture on his side. The domain of the platform remains twitter.com. So every time users visit the page they are reminded of the old name.

Musk may regret such a hasty change because it risks the brand value of the entire platform: “I think the brand has lost a lot of value. Musk is making a strategic reorientation here that is not attractive to large parts of previous users,” commented Henrik Sattler, director of the Institute of Marketing and Media at the University of Hamburg and an expert on brand values.

Twitter’s X logo is hard to protect

“If the brand is completely retargeted, it makes sense to completely change the logo and brand name. However, this carries significant risks. Brand managers should be aware of this and do everything they can to connect with existing users.”

Sattler cautions against doing a complete redirect to a media brand like Twitter without preparing users with the accompanying contact procedure. Otherwise, there is a risk that many users will jump in and switch to the competition. Musk’s logo and brand name have only been changed in a few Tweets Announced, for many users, the logo change came as a complete surprise.

From the brand expert’s point of view, the selection of the X logo is also a problem. Since this is difficult to protect under trademark law, a single letter cannot be registered as a word mark. “Usually you choose something catchy that brings with it a higher tag value, which can also be registered as a word tag.”

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Ukraine - 04/26/2022: In this illustration, Elon Musk's Twitter account is seen on a smartphone screen with the Twitter logo in the background.  (Photo illustration by Pavlo Gonchar/SOPA Images/LightRocket via Getty Images)

Musk’s choice of the letter X shows great self-confidence, says Sattler. “You can only do that if you have a vision of a big, dominant company with such high valuation that everyone associates it with the letter X. Only then can something like this work.”

Musk is already using X successfully in other companies and products, such as his own space company.X spaceOr a Tesla SUV Model X. But whether he could claim all of X is still questionable. Above all, because the porn industry is already successfully using the craft for its online brands.

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The new logo was initially met with widespread rejection on Twitter itself. Users have compared it to the logo of an Eastern European sex club or called it so generic that they would immediately forget it.

Musk took the cake was a dry comment, with many others referring to the popular “Raider is now Twix” marketing campaign: “I’m going to call it TwiX from now on and nobody can stop me,” It was one of the most shared comments. The value brand looks different.

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