Twitter’s rebrand to X is well underway. The name and iconic bird logo have been (mostly) stripped from the company’s San Francisco headquarters, and an “X” has replaced the blue bird atop twitter.com. Elon Musk has said the change is about more than just the name. He wants to turn the service formerly known as Twitter into an “everything app” that also encompasses banking and financial services.
But the rebrand could pose significant legal and financial challenges to the company, which has struggled since an advertiser exodus cut the company’s ad revenue by more than 50 percent. To start, there are hundreds of companies, including Microsoft and Meta, that own trademarks for variations of “X.” That could open the door to lawsuits and other legal headaches for Musk.