All coverage
Twitter Turning Into X Set to Kill Billions in Brand Value
By Aisha Counts and Jesse Levine
Twitter is now brand X
By Kim Davis
The Best Twitter Alternatives if You're Ditching X
By Will Henshall
Twitter's rebrand to X is more than the end of an era — it's yet another headache for marketers
By Krystal Scanlon
Twitter's official handle is now @X
By Steve Dent
Why is Twitter becoming X and should you move to Threads or Bluesky?
By Chris Stokel-Walker
Elon Musk capitulates: Twitter will default to dark mode but still offer a light option
By Chris Welch
X marks the spot: the many fellow fans of Elon Musk’s favourite letter
By Tom Calverley and Tom Ambrose
Meta trademark of 'X' logo may pose legal issues for Twitter, Musk amid company rebranding
By Andrea Vacchiano
Elon Musk Claims Twitter Will Soon Be Renamed ‘X’
By Todd Spangler
Elon Musk says tweets are to be called ‘X’s’ now
By Olafimihan Oshin
Elon Musk and Mark Zuckerberg should cage fight over whose rebrand is worse
By Amanda Silberling
If other media companies thought about brand equity the way Elon Musk thinks about Twitter's (er, X's)
By Joshua Benton
Elon Musk changes Twitter’s logo. The app hasn’t shut down yet, but it’s okay to feel sad about it
By Aja Romano
Elon Musk's X Rebrand Cues Complications—and Porn Jokes
By Meghan Bobrowsky, Talal Ansari and Alyssa Lukpat
Twitter rebrands as X with "art deco" logo
By Cajsa Carlson
Elon Musk takes control of @X account from user who had held it for 16 years
By Anthony Cuthbertson
Elon Musk wants to rebrand Twitter - here's why it's going to be such an enormous challenge
By Tom Acres
Twitter was the Holy Grail of branding. Then Elon Musk ditched it. Experts question why
By Mark Gollom
Elon Musk's long obsession with the letter X: He just 'bid adieu' to the blue Twitter bird for it
By Rachel Shin
Column: Elon Musk has replaced Twitter with X — and an actual business with science fiction
By Brian Merchant
Twitter is now X. Here's what that means.
By Irina Ivanova
Elon May Have a Huge Issue Because Microsoft Owns the “X” Trademark
By Maggie Harrison Dupre