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Does X mark the spot?

Aug 7, 2023

Following Elon Musk’s rapid rebrand of Twitter as X, we ask designers for their thoughts on the new logo and what it might mean for the brand’s future.

In the chaotic nine months since Elon Musk bought Twitter for $44 billion, he has laid off half of the social media company’s workforce; allowed people to buy blue tick status; reinstated banned users including Donald Trump and Andrew Tate; stood down as CEO based on the results of a Twitter poll; and driven away advertisers in their droves, to name just a few things.

Following fellow tech billionaire Mark Zuckerberg’s launch of rival platform Threads earlier this month, Musk has made his biggest gamble yet: rebranding Twitter as X. In a brief call-out for the brand’s new logo, he posted, “Soon we shall bid adieu to the Twitter brand and, gradually, all the birds”, followed by, “If a good enough X logo is posted tonight, we’ll make [it] go live worldwide tomorrow.”

With little in the way of a brief apart from another post detailing “If X is closest in style to anything, it should, of course, be Art Deco”, the chosen design came from Sawyer Merritt, a Tesla investor and co-founder of sustainable clothing brand Twin Birch. Crediting Alex Tourville as the designer of the logo, which was originally for a since-abandoned podcast about Musk’s business empire, Merritt created a slimmed down version for the purposes of a launch video, which is now pinned on Musk’s profile.

By: Our Copywriting Team | Retrieved from

Digiwits • Digital, Creative & Copywriting Agency