Twitter’s Rebranding Process Comes to an End as “X” Sign is Removed from Headquarters

On Monday, workers removed a large flashing “X” sign from the roof of Twitter’s headquarters in San Francisco. This sign had been installed just days earlier, following the announcement of the company’s rebranding on July 24.

The sign was removed after the San Francisco Department of Building Inspection filed a complaint against the company on Friday, saying the “X” sign was installed without a permit. The complaint was filed after the company had already removed the old Twitter sign, featuring a blue bird, from the building.

The new logo, unveiled by CEO Elon Musk on July 23, was a black and white “X” that was meant to replace the blue bird that had famously represented Twitter for years. The company had permit issues with the new sign as well, as evidenced by the fact that the “Twitt” portion of the sign was quickly removed, while the “er” remained up for a brief period because the company did not have the necessary permits for the sign takedown.

The removal of the “X” sign marks the end of the rebranding process for Twitter, which has been in the works for months. The company has yet to comment on the permit issues that arose during the process. It is unclear if the company will attempt to install the sign again in the future.