Twitter rebrand - What was wrong with the old logo?


Twitter, the iconic social media platform known for its blue bird logo and 280-character limit, recently underwent an unexpected and very dramatic transformation under the ownership of billionaire Elon Musk, doing away with the logo, and even the very concept of tweeting. For those of us familiar with the brand, it raises the question, what was wrong with the old Twitter logo?

To find the reasons for the Twitter rebrand, let’s delve into the history of the old Twitter logo and the exciting new developments signalled by Elon Musk’s rebranding efforts, resulting in the platform’s transition into “X,” an ’everything app.'

Cast your mind back to 2006, when the term bucket list was coined, and Pluto was still a planet.  While you might feel the iconic blue bird was always part of the logo this is partly the Mandela effect. When Twitter launched in 2006, its logo was simply “Twitter” in light blue; the iconic blue bird design only featuring as an icon on the website. It was only over time the bird became synonymous with the platform’s identity and was incorporated into the main logo in 2010. And shortly after in 2012, the Twitter bird became so well known that the company made the shift to drop the name and use the brand mark alone. 

 Part 2: acquisition by Elon Musk and his vision of a Twitter rebrand

In 2023, Twitter was acquired by Elon Musk’s tech conglomerate, X. This monumental $44 billion acquisition is due to Musk’s ambition to transform Twitter into something more than just a microblogging platform. Under Musk’s leadership, Twitter was set to undergo a significant rebranding and restructuring process.

Since Musk acquired Twitter and made the company private, the conversation around the future of the platform has been buzzing. 

Elon’s vision for Twitter is to turn it into an ’everything app,’ expanding its scope beyond social media and into various aspects of daily life, with Musk even going so far as to announce that users can expect to conduct their “entire financial world” through X in the near future. 

With that in mind, while nothing was inherently wrong with the logo, the new direction of the platform and brand saw Elon calling for a fresh approach with a new logo that could represent this ambitious transformation. 

The decision to change the logo was driven by Musk’s desire to symbolize a clean break from the past and to usher in a new era of innovation. The old Twitter logo, while familiar, had become outdated and no longer aligned with X’s overarching vision.

The rebrand saw Twitter transitioning into “X,” and the blue bird logo being retired in favor of a new, futuristic design. 

The new X logo represents the platform’s evolution into an ’everything app’ that combines social media, AI, and various other functionalities. Its sleek, modern design reflects the platform’s commitment to staying at the forefront of technological advancement.

Part 4: What’s new and what’s next for X

Elon Musk’s Twitter rebranding efforts extend beyond just a new name and logo. There are many exciting developments that are promised with X, and its transition into an ’everything app.’ Users have been told to expect a more integrated experience that encompasses social networking, AI-powered features, and potentially much more.

Only time will tell what’s truly next for Twitter, but his rebrand certainly signals a very different approach than what came before. At the time of writing the expectation is that the logo will undergo further transformation (EDITOR: it’s currently really, really not good). 

As we look to the future, X promises to be at the forefront of technological advancement, redefining how we use social media and interact with AI. The transition from the old Twitter logo to the new X logo is not just a cosmetic change, it’s a symbol of the platform’s commitment to a bold, transformative vision.