Elon Musk’s X Rebranding Leads to Removal of Twitter Sign from SF HQ

The iconic Twitter sign at the company’s San Francisco headquarters is being removed as part of Elon Musk’s X rebranding. The sign removal process began on Monday, July 24, but was interrupted by police intervention. The sign is expected to be fully replaced soon, with a new black and white X logo replacing Twitter’s blue bird

The work order for the sign removal was issued by Twitter, but the company did not communicate it with security or the property owner of the building, which led to some confusion and a visit from San Francisco police. As of 1:30 p.m. on Monday, only the letters “er” remained of the word “Twitter” on the 10th Street side of the sign. The Market Street side of the sign remained intact.

The sign removal is the latest sign of Musk’s plans to change Twitter, which he acquired in a $44 billion deal in October 2022. Musk has said he wants to make Twitter a more open and free platform for speech, and he has also floated the idea of taking the company private.

The sign removal has been met with mixed reactions on social media. Some people have praised Musk for his willingness to make changes to Twitter, while others have criticized the move as a sign of Musk’s disregard for the company’s history.

Despite the temporary setback, the X rebranding is expected to continue, with the new logo replacing the Twitter sign at the San Francisco office. The X rebranding is part of Musk’s efforts to distance himself from Twitter, which he has criticized in the past.

The Twitter sign at the San Francisco headquarters is being removed as part of Elon Musk’s X rebranding. The sign removal process was interrupted by police intervention due to concerns about public safety. The X rebranding is expected to continue, with the new logo replacing the Twitter sign at the San Francisco office.