Billionaire Elon Musk's decision to rebrand Twitter as X could be complicated legally: companies including Meta and Microsoft (already have intellectual property rights to the same letter.

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Elon Musk may face legal difficulties after rebranding Twitter to X, trademark experts have warned, with tech rivals Meta and Microsoft both owning intellectual property rights for the letter. The tech billionaire renamed the social network on Monday, nine months after taking over the company in a $44 billion deal. The name change forms part of his plan to turn the platform into an “everything app”, which will offer services akin to China’s WeChat and India’s PayTM. X chief executive Linda Yaccarino said the company wanted to “transform the global town square” to integrate payments, banking and create a “global marketplace for ideas, goods, services, and opportunities”. Before achieving this goal, however, IP lawyers claim Mr Musk’s firm may face challenges from its competitors. “There’s a 100 per cent chance that Twitter is going to get sued over this by somebody,” US trademark lawyer Josh Gerben told Reuters, noting that there are nearly 900 active US trademark registrations that already cover the letter X. These include Mark Zuckerberg’s Meta, which owns a federal trademark for a blue-and-white letter ‘X’ relating to “social networking services in the fields of entertainment, gaming and application development”. Microsoft also has registered trademarks for the letter ‘X’ relating to its Xbox video game console. Neither company responded to a request for comment. Mr Musk first owned the X.com domain in 1999, when he founded a financial services company that later went on to become PayPal. He reacquired the domain in 2017 after making a deal with his former company, before tweeting in October 2022 that buying Twitter was “an accelerant to creating X, the everything app”. It is not clear whether Mr Musk has applied for a trademark for X, but if he succeeds he may still face difficulties in protecting the registered rights against other brands using the letter. “The very essence of trade mark registration is obtaining an exclusive right to the brand that is registered,” Matthew Harris, a trademark lawyer with Pinsent Masons, told The Independent. “It may be difficult to obtain for Elon Musk under the ‘X’ rebrand, not to mention the difficulty, should he obtain registered protection, in trying to enforce any registered rights in ‘X’ against other brands using a similar name.” Read More What is Elon Musk’s ‘everything app’ X? Twitter to X: Why Elon Musk rebranded the social networking platform Twitter rebrands to X as Elon Musk loses iconic bird logo What is Elon Musk’s ‘everything app’ X?

Elon Musk's move over the weekend to rebrand Twitter and replace its iconic bird logo with an X is just the latest step in his effort to make over the billionaire's longtime favorite platform in his image.

Elon Musk’s decision to change the Twitter logo to an X has been mocked for looking like a porn site, with pictures to prove it. Since his takeover of the social media platform Twitter, Musk has made multiple significant changes that have left users baffled. Some changes affect the way users are able to interact with others, based on their verified (i.e. paid for) status, while other changes are more superficial. The latest idea has seen Musk change the iconic blue bird logo of 15 years, replacing it with a white X on a black background that many have compared with porn sites. Porn sites such as XVideos and XNXX feature logos that are variations of the letter X and comedian Jesse McLaren pointed out how true the comparisons are after sharing a screenshot of a Google Chrome page with six tabs all bearing logos that are very similar. Sign up to our free Indy100 weekly newsletter McLaren wrote: “These are all porn except one. That one's Twitter.” The tweet has been viewed over 4 million times and sparked a conversation about the design of the logo. Someone commented: “It’s the fact that if I had to guess which one out of these was a porn site, my immediate first guess would be the Twitter one.” Another said: “I have a feeling that this will become an interesting case study in marketing and branding classes.” “Unethical, degrading, and perverted. Also there are some porn sites there I guess,” one Twitter user joked. Someone else argued: “Twitter is a porn site too.” Industry experts have cast doubt over Musk’s rebrand decision, particularly at a time when other competitors such as Meta’s Threads have entered the market. Mike Proulx, research director at the analysis firm Forrester, told the Guardian: “By changing Twitter’s app name, Elon Musk will have singlehandedly wiped out over 15 years of a brand name that has secured its place in our cultural lexicon.” He continued: “This is an extremely risky move, because with ‘X’, Musk is essentially starting over while its competition is afoot.” Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.

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