Elon Musk’s Rebranding Sparks Controversy: San Francisco Government Investigates X Logo on Former Twitter HQ


Elon Musk is currently rebranding the name of the social media platform Twitter, along with its logo, to X. During the logo change process on one of his office buildings, X received complaints from the city government of San Francisco, United States.

The San Francisco City Government filed a complaint and launched an investigation regarding the massive X sign that was installed on one of the buildings in the downtown area. The building used to be Twitter’s headquarters and is now owned by Elon Musk.

The X logo appeared last Friday (July 27, 2023), despite being temporarily removed by the police due to improper installation, which could pose a danger to pedestrians. Local officials stated that when replacing logos on buildings, companies need permission for design and safety reasons.

“Any replacement letter or symbol requires permission to ensure consistency with the historical nature of the building,” said Patrick Hannan, spokesperson for the Department of Building Inspection, also ensuring that additional installations are done safely,” on Sunday (July 30, 2023).

Similarly, erecting signs on building facades also requires permission. Hannan added that planning reviews and approvals are also necessary for sign installations. As a result, the city government has begun accepting complaints and initiated an investigation.

It’s worth noting that Elon Musk purchased the well-known application with the blue bird logo for Rp 44 billion last year. Subsequently, the Tesla owner started changing the logo to X, which has now started appearing on the website version.

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