Yeah, I really could not understand the motivation behind that. Why throw away such a valuable brand? I mean the name was even a clever play on words that also gave them a cute bird icon/mascot.

"Twitter", with that bird logo is just a slam dunk, that's solid gold branding... It's insane to randomly "go a different direction" and then land at "X". If I was their brand coordinator or director of marketing when they made that change, I'd resign then and there.

Changing their name to "X" was essentially lighting 20% of their assets on fire on day 1.

Well, now you can tweet wherever you like and don't have to invent a silly new verb for every new platform.

I feel like most if not pretty much all of the value of Twitter was the name itself, and the recognition it had.

It's going to be so easy for him to turn that x into a swastika in a couple of years though. Its what's known in tech circles as IED "iterative evil design"

I'm glad he did, now there is a clear line from when it was acceptable to when it wasn't.

The USA probably won't rebrand when its a fully fascist state.

You are really surprised by a guy who wanted to name his car series S-E-X-Y and had a temper tantrum when model E was taken and he could not "buy" it.

It just depends on which type of serifs he puts on the X.

Hopefully the next rebrand will be from X to rm -rf /.