Elon Musk’s plans to transform Twitter’s headquarters into a new brand have been met with headwinds in San Francisco. The city said it would launch an investigation.
The change of the messaging service Twitter to X has not gone completely smoothly.
On Friday, the letter X appeared on the roof of the company’s headquarters in San Francisco, for the installation of which permission had not been sought from the city.
Billionaire Elon Musk’s The name and logo of the messaging service owned by Twitter changed to X on Monday. The users of the service were able to notice that the bluebird was replaced by the letter X.
AP says that according to the city authorities, changing letters or symbols on a building or erecting a sign on its roof would require a permit for safety reasons, but also in terms of the cityscape.
Among other things, the news agency AP and local San Francisco Chronicle say that the city of San Francisco has opened an investigation into the matter.
As soon as Monday, the day of the brand change, Twitter letters began to be removed from the side of the company’s headquarters. However, the San Francisco police stopped the operation citing safety concerns. Nothing had been reported to the owner of the building or the company responsible for guarding it.
On the night between Friday and Saturday, Elon Musk shared a video that simultaneously shows both the new letter X on the roof and at least part of the letters of the old brand’s Twitter bird logo on the side of the building.
Last October, Musk bought Twitter for 44 billion dollars and has since made a lot of changes to the messaging service, the most recent of which is a gigantic brand overhaul.
However, the new brand is estimated to bring Musk legal problems, as X has already been registered hundreds of times as a trademark.
On the other hand, the letter X is already buzzing in Musk’s business empire. It is, among other things, in the name of SpaceX, the private space company owned by Musk, and in Tesla’s Model X cars.
X.com was also Musk’s very first company name, which later became part of Paypal. Musk bought the domain back from Paypal in 2017.
On the basis of this x.com, Musk now plans to build an “all-inclusive” social media platform, which is supposed to have features other than instant messaging.