Elon Musk's move over the weekend to rebrand Twitter and replace its iconic bird logo with an X is just the latest step in his effort to make over the billionaire's longtime favorite platform in his image.

Elon Musk’s decision to change the Twitter logo to an X has been mocked for looking like a porn site, with pictures to prove it. Since his takeover of the social media platform Twitter, Musk has made multiple significant changes that have left users baffled. Some changes affect the way users are able to interact with others, based on their verified (i.e. paid for) status, while other changes are more superficial. The latest idea has seen Musk change the iconic blue bird logo of 15 years, replacing it with a white X on a black background that many have compared with porn sites. Porn sites such as XVideos and XNXX feature logos that are variations of the letter X and comedian Jesse McLaren pointed out how true the comparisons are after sharing a screenshot of a Google Chrome page with six tabs all bearing logos that are very similar. Sign up to our free Indy100 weekly newsletter McLaren wrote: “These are all porn except one. That one's Twitter.” The tweet has been viewed over 4 million times and sparked a conversation about the design of the logo. Someone commented: “It’s the fact that if I had to guess which one out of these was a porn site, my immediate first guess would be the Twitter one.” Another said: “I have a feeling that this will become an interesting case study in marketing and branding classes.” “Unethical, degrading, and perverted. Also there are some porn sites there I guess,” one Twitter user joked. Someone else argued: “Twitter is a porn site too.” Industry experts have cast doubt over Musk’s rebrand decision, particularly at a time when other competitors such as Meta’s Threads have entered the market. Mike Proulx, research director at the analysis firm Forrester, told the Guardian: “By changing Twitter’s app name, Elon Musk will have singlehandedly wiped out over 15 years of a brand name that has secured its place in our cultural lexicon.” He continued: “This is an extremely risky move, because with ‘X’, Musk is essentially starting over while its competition is afoot.” Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.

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We didn’t think it was possible, but Elon Musk’s tenure at Twitter took an even stranger turn this week after he rebranded the social media platform to “X” out of the blue. It turns out Musk has been obsessed with naming things after the letter all his career, but it still came as a big surprise that he decided to change the name of an internationally recognised brand overnight to something that sounds more like a porn site or gentleman’s club. The logo is a pretty generic graphic, which replaced the famous blue Twitter bird after Musk crowdsourced ideas from users last weekend. It’s left people with more questions than answers at this point – one of them surrounds the issue of Microsoft and potential disputes over the letter “X” as a trademark. “X” is pretty common in names of companies and organisations and the likes of Meta and Microsoft reportedly have intellectual property rights around the letter “X”. Sign up to our free Indy100 weekly newsletter In fact, as Reuters reports, the likelihood is that Twitter – now "X" – could well face legal action over the name change. "There's a 100 per cent chance that Twitter is going to get sued over this by somebody," said trademark attorney Josh Gerben. According to Gerben, there are close to 900 active U.S. trademark registrations surrounding the letter “X”. Microsoft does indeed have an X trademark which it’s held since 2003. However, it’s related to communications about its Xbox video game system. Meta Platforms also owns a trademark for an “X”, which is related to software and social media. According to Gerben, the two companies are unlikely to sue over the Twitter name change unless they believe the move encroaches on their brand equity. Douglas Masters, who is a trademark attorney at law firm Loeb & Loeb, said [via Reuters]: "Given the difficulty in protecting a single letter, especially one as popular commercially as 'X', Twitter's protection is likely to be confined to very similar graphics to their X logo. "The logo does not have much distinctive about it, so the protection will be very narrow." Social media user Keith Edwards posted on the topic by uploading a screen grab of Microsoft’s 2003 patent for “X”, writing: “Microsoft owns the trademark for X. This is just too good.” A community note was added to the post which read: Microsoft only holds this trademark for videogame-related services; this wouldn't affect Twitter. “However, Meta holds the ‘X’ trademark for ‘online social networking services... social networking services in the fields of entertainment, gaming and application development…’” Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.

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