Musk rebrands Twitter as X, completing platform takeover

Elon Musk rebranded Twitter as X on July 23, 2023, nine months after closing his $44 billion acquisition. The bird logo was replaced with a stylized X and Twitter.com began redirecting to X.com. Musk framed the change as a step toward an "everything app"; advertising analysts estimated the rebrand erased $4 billion to $20 billion in accumulated brand value.