Elon Musk gave a masterclass in how to destroy a brand overnight

Twitter logo before and after - a blue bird and a white 'x' on black
(Image credit: Twitter)

Elon Musk's overnight rebranding of Twitter as 'X' was a masterclass in how to destroy a brand identity as quickly, and seemingly as thoughtlessly, as possible. Sure, a brand might usually hold months of behind the scenes rebrand meetings with multiple design experts – but who needs that, right? Musk went blundering in, in a way only Musk could – crowdsourcing a logo and instating it immediately without a thought for the rest of the identity (even the app icon took a few days to catch up). 

The Twitter brand was one of the most coherent identities out there (see our Twitter logo history for more). From the iconography to the language, the entire branding system was carefully constructed – whether or not Twitter as a platform was beginning to fail. And it only took a couple of tweets to take it all down.

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Georgia Coggan

Georgia is lucky enough to be Creative Bloq's Editor. She has been working for Creative Bloq since 2018, starting out as a freelancer writing about all things branding, design, art, tech and creativity – as well as sniffing out genuinely good deals on creative technology. Since becoming Editor, she has been managing the site on a day-to-day basis, helping to shape the diverse content streams CB is known for and leading the team in their own creativity.