Twitter to X

Today, Twitter's rebrand to X stands as the most catastrophic brand value destruction in tech history. Elon Musk erased one of the most recognized brand names globally, replacing the beloved blue bird with a generic letter X and wiping out an estimated $4 billion to $20 billion in brand equity overnight—a loss more severe than the $36 billion Facebook spent on Meta's metaverse bet. The abrupt change confused advertisers, drove away users, and made the platform's identity unrecognizable, all for a logo that cost nothing to design.