Before-and-after video from inside Elon Musk's new X-themed HQ shows old Twitter bird logos coming down and lots of black paint

A worker removed the "Twitter" sign from the company's headquarters after owner Elon Musk renamed it "X."

Justin Sullivan/Getty Images

• Elon Musk rolled out a major rebrand of Twitter as "X" a week ago.
• The Twitter sign was removed earlier this week and an X was projected onto the building.
• Videos from inside the HQ shows the bird logos removed, black walls, and X-themed conference rooms.

Elon Musk's sweeping rebrand of Twitter has extended to the walls and conference room inside the company's San Francisco headquarters.

A video posted by Twitter employee Jenner Balagot shows some of the new changes, set to weepy music from Disney's "Wreck-It Ralph" movie soundtrack.

A brightly colored bird mural is painted over — in black, of course. A giant blue bird logo is removed from the cafeteria wall, leaving only the blue light projection that had been used to illuminate it. A collage reading "love where you work" over and over disappears, with only a bird-shaped protrusion on the wall remaining. Even small bird stickers are peeled off of surfaces.

—Jenner 🧑🏾‍💻🌎 (@Jenner_Balagot) July 26, 2023

 

Another video from Balagot shows a compilation of the headquarters' renamed — and increasingly bizarre — conference rooms. There's eXpanse, eXpand, eXpectation, eXile, eXoskeleton, eXit, eXhume, and eXorcist — the upbeat music in the rest of the video gives way to a horror sting when this last one pops up.

—Jenner 🧑🏾‍💻🌎 (@Jenner_Balagot) July 27, 2023

 

Earlier this week the new X logo was unveiled in a giant projection against the building's exterior in the middle of the night, and later the giant Twitter sign was partly removed outside the headquarters, though San Francisco police briefly halted the first attempt.

Musk's obsession with the X branding has been well-documented. After buying back the X.com domain from PayPal in 2017, Musk tweeted that the name held great sentimental value to him.

Musk's Tesla has released a car called the Model X, the holding companies created for the Twitter acquisition were called X Holdings, and Musk's new artificial intelligence startup is called xAI Corp. His son with Canadian musician Grimes, X Æ A-12 Musk, is often referred to by the nickname "Little X."

The rebrand of Twitter to X has sparked a mixture of reactions, from confusion to embarrassment to anger. One marketing expert called the Twitter rebrand "completely irrational." Some users joked that the new X logo looks like it belongs on an adult film site. And one survey showed that more avid Twitter users actually like the rebrand.

Divisive or not, it seems that the company's rebrand has truly gotten eXpansive.

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