Twitter chief executive officer (CEO) Elon Musk announced the rebrand on social media in what is the latest change at the company since he acquired it last autumn for $44 billion U.S.
Twitter’s familiar bird logo has now been changed into an X.
Musk tweeted that changing the logo to an “X” is meant to “embody the imperfections in us all that make us unique.”
Musk added on social media that “…soon we shall bid adieu to the twitter brand and, gradually, all the birds.”
The web address “x.com” has already been redirected to what was once Twitter.
The rebrand comes shortly after Twitter announced that it is limiting the number of daily direct messages unverified users can send in what it said is an effort to reduce spam.
The new logo and name also come as Twitter faces competition from Meta Platforms’ (META) new social media app Threads that launched earlier this month an attracted 100 million users in a matter of days after its launch.
Twitter is privately held. Its stock does not trade on a public exchange.