Weeks before completing his $44 billion acquisition of Twitter last year, Elon Musk said buying the social media company would speed up his ambitions to create an "everything app" called X by three to five years.
On Monday, the wealthiest person in the world made the first big move towards that intention since taking ownership of Twitter – by replacing the site's familiar blue bird symbol with an X.
Musk began crowdsourcing ideas on Sunday tweeting that he wanted to change Twitter's logo.
"If X is closest in style to anything, it should, of course, be Art Deco," he said, adding: "If a good enough X logo is posted tonight, we’ll make go live worldwide tomorrow. And soon we shall bid adieu to the twitter brand and, gradually, all the birds."
On Monday morning, Twitter chief executive Linda Yaccarino shared the new logo with the message: "X is here! Let’s do this."
"It’s an exceptionally rare thing – in life or in business – that you get a second chance to make another big impression. Twitter made one massive impression and changed the way we communicate. Now, X will go further, transforming the global town square," she added.
"X is the future state of unlimited interactivity – centered in audio, video, messaging, payments/banking – creating a global marketplace for ideas, goods, services, and opportunities. Powered by AI, X will connect us all in ways we’re just beginning to imagine."
A brief history of Musk and the letter X
While Musk has never really explained his obsession with the letter X, one of his first major projects was named x.com, the online bank he co-founded in 1999. The company merged with competitor Confinity a year later and came to be known as PayPal, which was acquired by eBay in 2002 for $1.5 billion.
"His concept for x.com was grand. It would be a one-stop everything-store for all financial needs: banking, digital purchases, checking, credit cards, investments, and loans," writes biographer Walter Isaacson in his book Elon Musk, out in September.
"In the days leading up to his takeover of Twitter at the end of October 2022, Musk’s moods fluctuated wildly. 'I am very excited about finally implementing x.com as it should have been done, using Twitter as an accelerant!' he texted me out of the blue at 3.30 one morning. 'And, hopefully, helping democracy and civil discourse while doing so.'
"He said that he would turn it into the combination of financial platform and social network he had envisioned twenty-four years earlier for x.com and he added that he planned to rebrand it with that name, which he loved."
Xs everywhere
Musk has used the letter X in many of his companies and products, from SpaceX (2002) to the Tesla Model X, first released in 2015.
In May 2020, Musk and his former partner, the musician Grimes, raised eyebrows when they revealed the name of their newborn son: X Æ A-12. Grimes explained that X was "the unknown variable" and Æ was to honour the "elven spelling of Ai (love &/or Artificial intelligence)".
She added that "A-12 [is the] precursor to SR-17, our favourite aircraft. No weapons, no defences, just speed. Great in battle, but non-violent" and said that the A is for Archangel, her "favourite song". Given Grimes's explanation, baby X Æ A-12's name would be pronounced "Zai-ah", like the name Isaiah without the first syllable.
Last year, the couple welcomed their second child, a girl named Exa Dark Sideræl Musk and known as Y.
In April, Musk merged Twitter with his firm X Corp, which was established in March. It is a wholly owned subsidiary of X Holdings Corp, also owned by Musk.
Then, earlier this month, Musk launched artificial intelligence company xAI, whose mission statement is “to understand reality”.
Musk bought the site x.com back from PayPal in 2017, saying then that it had "sentimental value".
The domain now links to Twitter's home page.
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Jared Kushner and Elon Musk watch the Fifa World Cup final match between Argentina and France. Getty Images -
Mr Musk attends model and businesswoman Heidi Klum's 2022 Halloween party at Moxy Lower East Side, in New York City Getty -
Mr Musk on stage next to Optimus the humanoid robot in Palo Alto, California, in September 2022 AFP -
Mr Musk speaks at the Tesla Giga Texas manufacturing 'Cyber Rodeo' grand opening party, in Austin, Texas, in 2022 AFP -
Mr Musk shakes hands with Brazil's then president Jair Bolsonaro, at the event Conecta Amazonia in Porto Feliz, Sao Paulo state, in 2022 AFP -
Mr Musk and his mother, Maye Musk, arrive for the 2022 Met Gala at the Metropolitan Museum of Art in New York, in 2022 AFP -
Mr Musk attends the start of the production at Tesla's Gigafactory in Gruenheide, in 2022 AFP -
Mikey Day as a lawyer, Cecily Strong as a judge, and host Mr Musk as Wario during the 'Wario' sketch on NBC's 'Saturday Night Live', in 2021 Getty -
Mr Musk and son X Æ A-12 onstage at 'Time' Person of the Year in New York, in 2021 AFP -
Mr Musk dancing onstage during a delivery event for Tesla's China-made Model 3 cars in Shanghai, in 2021 Reuters -
Mr Musk with Armin Laschet, at the time CDU party federal chairman and prime minister of Germany's North Rhine-Westphalia, at the Tesla Gigafactory in Gruenheide, in 2021 Getty -
Mr Musk at the construction site of the Tesla Gigafactory in Gruenheide, near Berlin, Germany, in 2020 EPA -
Mr Musk leaves a New York court in 2019, after a hearing in a lawsuit brought against him by the US Securities and Exchange Commission Getty -
A prototype of SpaceX's Starship spacecraft in Boca Chica, Texas, in 2019 Reuters -
Mr Musk and then partner Grimes at The Metropolitan Museum of Art in New York City, in 2018 AFP -
From left, Mr Musk, Corning chief executive Wendell Weeks, then US president Donald Trump and Johnson & Johnson chief executive Alex Gorsky at the White House, in 2017 AFP -
Mr Musk presents his plan to colonise Mars at the International Astronautics Congress in Guadalajara, Mexico, in 2016 EPA -
Mr Musk with then Japanese prime minister Shinzo Abe after a test drive of the Tesla Model S P85D in Palo Alto, California, in 2015 Reuters -
Mr Musk with then wife Talulah Riley at the 2011 British Academy Film Awards in London Getty -
Mr Musk after Tesla's initial public offering at the Nasdaq market in New York, in 2010 Reuters -
Then US president Barack Obama with Mr Musk on a tour of Cape Canaveral Air Force Station at Cape Canaveral, Florida, in 2010 Reuters -
Mr Musk in the Tesla Roadster electric car at the North American International Auto Show in Detroit, in 2009 Reuters -
Mr Musk with music producer Quincy Jones at the Tesla Roadster launch party in 2008 AFP -
Mr Musk answers questions about the new Tesla Model S all-electric car, at its unveiling in Hawthorne, California, in 2009 AFP -
Elon Musk in Los Angeles in 2008. Getty -
Tesla and SpaceX founder Elon Musk in 2004 Getty
