Legal Turmoil and Branding Blunders: The Ongoing Saga of Twitter's Rebrand to 'X'
Aug/07/2024
A year after Elon Musk’s abrupt rebrand of Twitter to 'X,' the platform continues to grapple with significant issues. The rebrand, initiated by Musk in a spur-of-the-moment decision, involved adopting a unicode character as the new logo. This logo has since sparked numerous controversies, including trademark disputes and public backlash. Notably, a Virginia-based PR firm, Multiply, has filed a lawsuit in California, asserting that it has held a federal trademark on an 'X' logo since 2019. Multiply claims the rebrand has led to client confusion and accuses Musk of "shamelessly stealing" its established identity. This lawsuit follows previous complaints, including an illuminated 'X' sign causing disturbances and other companies alleging trademark infringements. Despite Musk’s extensive commitments as the CEO of multiple ventures, branding mishaps, such as the criticized Tesla and Cybertruck logos, continue to plague his projects. The attached visual highlights the similarities between the contentious logos of X and Multiply, underscoring the legal and branding challenges Musk faces.
