31 July 2023 , 11:45
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A huge 'X' sign at Twitter's head office has angered residents living opposite the pulsating light.
Elon Musk's Twitter, now renamed X, has installed a massive new illuminated sign on top of its headquarters in San Francisco, surprising California residents who were shocked by the sudden change.
The original blue bird sign, symbolising Twitter, was said to have been removed without notifying security. Local journalist Christopher Beale who lives in the block of flats opposite the offices, posted a video of the new sign and expressed his disbelief at the transformation.
Responding to a user who said "Imagine this f***ing X sign right across from your bedroom," Mr Neale said: "Imagine no more. This is my life now."
Elon Musk's X installed the massive pulsating sign atop its San Francisco headquarters (Twitter/@realchrisjbeale)The city of San Francisco has launched an investigation into the sign installation, as it requires permits for design and safety reasons. City officials say replacing letters or symbols on buildings or erecting a sign on top of one, requires a permit for design and safety reasons.
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The 'X' appeared after San Francisco police stopped workers on Monday from removing the brand's iconic bird and logo from the side of the building, saying they hadn't taped off the sidewalk to keep pedestrians safe if anything fell.
Police were called to the headquarters when a worker began removing pieces of the old sign without authorisation.
Any replacement letters or symbols would require a permit to ensure “consistency with the historic nature of the building” and to make sure additions are safely attached to the sign, Patrick Hannan, spokesperson for the Department of Building Inspection said earlier this week.
The city has launched an investigation due to lack of proper permits for installation (AP)Erecting a sign on top of a building also requires a permit, Mr Hannan said on Friday.
“Planning review and approval is also necessary for the installation of this sign. The city is opening a complaint and initiating an investigation,” he said in an email.
Musk explained that the rebrand was to bid farewell to the old logo and to promote X Corp, the "everything app". The switch received mixed reviews, with some mocking the change and removal of the iconic blue bird.
Elon Musk has changed the branding of Twitter to X (Benjamin Fanjoy/AP/REX/Shutterstock)He unveiled a new “X” logo to replace Twitter’s famous blue bird as he remakes the social media platform he bought for $44billion last year. The X started appearing at the top of the desktop version of Twitter on Monday.
Musk, who is also CEO of Tesla, has long been fascinated with the letter X and had already renamed Twitter’s corporate name to X Corp. after he bought it in October.
Musk explained the rebranding as a move to promote X Corp, the 'everything app' (AFP via Getty Images)One of his children is called 'X' like Twitter's new name. The child’s actual name is a collection of letters and symbols.
On Friday afternoon, a worker on a lift machine made adjustments to the sign and then left. Experts have warned that the rebrand might cause legal issues with other companies that use 'X' in their trademarks, like Twitter competitor Meta.
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