Authorities said no crime was committed but stepped in to stop “unauthorized work” removing the old sign.
Elon Musk met mixed responses to his decision to rebrand the Twitter Logo to X and faced another hurdle when the police stopped work in progress to remove the old sign from the company’s headquarters in San Francisco.
Workers were removing the first few letters of the word Twitter when local police arrived.
The police accused the workers who were removing the old Twitter logo signage of “unauthorized work” and halted them from proceeding, according to a police department alert. The police stated that the social media company failed to notify the building’s owner and its security of the intentions to remove the Market Street headquarters signage. As a result, the local police were called. That said, it was later determined that no crime had occurred.
Following the initial work to remove the letters by a worker on a cherry-picker, all that remained of the sign was the letters “er” and the blue bird.
Musk announced the day before that he was changing the Twitter logo to an X instead of the bird.
Musk tweeted on Sunday: “And soon we shall bid adieu to the Twitter brand and, gradually, all the birds.”
And soon we shall bid adieu to the twitter brand and, gradually, all the birds
— Elon Musk (@elonmusk) July 23, 2023
At the headquarters, Musk has also renamed the conference rooms to work in the letter “X”. A New York Times report shared pictures of the new room names, including “s3xy” and “eXposure”.
To launch the new Twitter Logo, Musk shared a photo of himself looking up at an “X” projected onto the exterior wall of the company’s headquarters. This change is only the latest in a slew Musk has implemented since he purchased the social media platform last year for $44 billion. It is also likely the most controversial move he has made so far.
The company’s new chief executive as of May, Linda Yaccarino, tweeted about the rebranding, saying that “It’s an exceptionally rare thing – in life or in business – that you get a second chance to make another big impression. Twitter made one massive impression and changed the way we communicate. Now, X will go further, transforming the global town square.”