Elon Musk has officially rebranded Twitter as X, marking the culmination of a corporate merger between the social media platform and his tech conglomerate, X Holdings. The move signals a radical transformation in the identity and future direction of the platform, with Musk describing it as the beginning of an “everything app” that will stretch far beyond microblogging.
A name erased, a future imagined
The rebrand replaces the globally recognised Twitter name and iconic blue bird logo with the minimalist letter “X”. Musk has long expressed a fascination with the letter, which features across several of his ventures—including SpaceX and his early online payments company X.com, a precursor to PayPal. The name change was announced without prior warning, with Twitter’s signage and branding being removed at its headquarters and on its digital platforms.
Merger with X Holdings formalised
The rebrand coincides with the formal absorption of Twitter into X Holdings, a parent company Musk created to consolidate his various business interests. The merger was quietly finalised months after Musk acquired Twitter for $44 billion in 2022, following a turbulent acquisition process and subsequent waves of layoffs, policy overhauls, and advertiser exits. By folding Twitter into X Holdings, Musk has dissolved the original corporate structure of Twitter, Inc., eliminating it as a standalone legal entity.
Towards an ‘everything app’
According to Musk and X Corp CEO Linda Yaccarino, the rebrand is part of a broader ambition to turn the platform into a multipurpose application inspired by China’s WeChat. This so-called “everything app” vision would allow users not only to share posts and videos, but also to conduct financial transactions, book services, and access AI tools. While details remain scarce, Yaccarino hinted at the future of X as “centred in audio, video, messaging, payments, and banking.”
Cultural and commercial risks
The rebrand has triggered mixed reactions across the tech and business communities. Critics question the logic of discarding one of the most recognisable internet brands in history. Marketing analysts have noted that the name Twitter held significant cultural value, embedded in everything from pop culture to journalism. “Tweeting” has become a household verb—replacing it with “posting on X” could pose challenges in user adoption and public perception.
Legal hurdles and brand confusion
There are also potential legal complications, as the letter “X” is already widely trademarked across various industries, including by Microsoft and Meta. This could lead to disputes over intellectual property rights and brand confusion. At present, Twitter’s mobile apps, URLs, and many interfaces still reference the original brand, suggesting that the transition to X remains in progress.
A gamble on reinvention
Rebranding Twitter as X may ultimately be remembered as one of Musk’s most audacious branding moves—one that erases a globally recognised identity in favour of a clean slate. Whether it pays off will depend on how effectively the platform evolves beyond social media, into the integrated digital infrastructure Musk envisions. For now, X stands as a symbol of both ambition and uncertainty in Musk’s expanding empire.
REFH – Newshub, 24 July 2025
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