Tuesday, June 23, 2026

“X” Marks the Spot: Elon Musk Chucking 18 Years of Twitter Branding to Rename Platform with New Logo, Website

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Very shortly, maybe tomorrow, the blue and white bird logo for Twitter will fade into history.

Owner Elon Musk says he’s changing the name of the platform and the logo to “X.” He Tweeted this morning: “If X is closest in style to anything, it should, of course, be Art Deco.” The new “X” which you can see here has nothing to do with Art Deco. I have no idea what he’s talking about.

There is a lot of outrage and mockery over this ridiculous decision. It sounds as bad as the coming very ugly Tesla truck.

Is it a case of being on the spectrum? Is he just nuts? Is he trying to do more damage to Twitter? Last week he Tweeted that the company was in a financial mess. This won’t help matters.

You can only wonder what it’s like to work for Musk and have to nod “yes” to all this stuff. Maddening.

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Roger Friedman
Roger Friedman
Roger Friedman is the founder and editor-in-chief of Showbiz411. He wrote the FOX411 column on FoxNews.com from 1999 to 2009, where he covered Michael Jackson, and previously wrote the "Intelligencer" column at New York magazine in the mid-1990s, where he covered the O.J. Simpson trial. He also edited Fame magazine. His bylines have appeared in The New York Times, The Washington Post, the New York Daily News, the New York Post, Vogue, Details, and the Miami Herald. He is a voting member of the Critics Choice Awards (Film and Television branches), and his movie reviews are tracked by Rotten Tomatoes. With D.A. Pennebaker and Chris Hegedus, he co-produced the 2002 documentary "Only the Strong Survive," which screened at Directors' Fortnight at the Cannes Film Festival.

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