<
https://theconversation.com/why-dunkin-and-lego-rebrands-succeeded-but-x-missed-the-mark-210432>
"Twitter has swapped the fluffy bird that used to symbolize the social media
platform for a spindly black X. Ditching the company’s well-known logo and
changing its name to a letter often associated with danger, death and the
unknown is only the latest user-aggravating step CEO Elon Musk has taken since
he bought Twitter in October 2022 for US$44 billion.
But it’s the most visually jarring one.
The reaction has mainly been a mix of ambivalence, ridicule and scorn. For the
most part, longtime Twitter users are unhappy at what they perceived as another
unnecessary change that’s eroding their enthusiasm for the social media
platform. It’s hard to find anybody praising the change so far, except perhaps
some of Elon Musk’s most devoted fans. Twitter co-founder Jack Dorsey signaled
that he was finding the uproar overblown.
I’m paying close attention to this corporate pivot because I’m a scholar of
design who researches social media and brand campaigns. Logos and brand names
change all the time and rarely cause this much commotion. But because these
changes go deeper than most, I believe the risks of damage to the company are
greater."
Cheers,
*** Xanni ***
--
mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
