Twitter rebranded to X in 2023. Elon Musk announced the change in July, replacing Twitter’s familiar blue-bird branding with the letter X. The move reflected his stated ambition to turn the platform into an “everything app” offering communication, payments and other services beyond social networking.
The rebrand happened soon after Musk’s 2022 acquisition. On July 22, 2023, he signaled that Twitter’s bird logo would be replaced, and the platform began changing its name, logo and visual identity. Twitter’s corporate structure had already shifted: Twitter, Inc. was merged into X Corp. in April 2023.
The change attracted criticism because Twitter was an unusually strong and recognizable brand, while “tweet” and “retweet” had become part of everyday language. The service’s posts were later increasingly called “posts” rather than tweets. The X symbol itself was based on a stylized mathematical Unicode character, and the company used a black-and-white visual identity in place of Twitter’s blue palette.