How X became 2023's messiest rebrand

X brand toolkit
(Image credit: X)

It was always going to be hard to rebrand a social media platform that had its own vocabulary around its name. 'X-ing' just don't quite roll off the tongue like 'tweeting'. But that wasn't the only problem. From the edgy logo that turned out to be a generic unicode character to the chaotic execution of the changes, X got off to a rocky start.

Five months on, the Twitter rebrand still hasn't quite caught on. As we approach the end of the year, we take a look back at key milestones in the year's messiest rebrand (for more on the history of the platform's branding, see our recap of the Twitter logo history).

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.