California residents are reacting with disbelief after Elon Musk‘s X has officially installed a massive, pulsating new sign on top of the company’s headquarters in San Francisco.
It comes just days after the billionaire allegedly had the original blue bird sign removed from the building without notifying security.
One resident, a local journalist named Christopher Beale, posted video of the new sign with a realization of what this means for locals.
He was responding to a user who had seen the sign and said ‘Imagine this f***ing X sign right across from your bedroom.’
‘Imagine no more. This is my life now,’ Beale posted to the social media giant on Saturday, with a full clip of the undulating X logo.
California residents are reacting with disbelief after Elon Musk’s X has officially installed a massive, pulsating new sign on top of the company’s headquarters in San Francisco
Fellow San Franciscan Riley Walz said that he actually was a bit wistful for the old Twitter logo.
‘You know, the sign is missing. So, a little sad. I guess it’s a new beginning for X, so that’s interesting,’ Walz told NBC Bay Area.
The city of San Francisco has opened a complaint and launched an investigation into the giant ‘X’ sign.
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.
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.
Musk stunned the world last week when he revealed the new logo and moniker of the popular social media platform.
Erecting a sign on top of a building also requires a permit, Hannan said 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 stunned the world last week when he revealed the new logo and moniker of the popular social media platform
One resident, a local journalist named Christopher Beale, posted video of the new sign with a realization of what this means for locals
He was responding to a user who had seen the sign and said ‘Imagine this f***ing X sign right across from your bedroom.’ ‘Imagine no more. This is my life now,’ Beale posted
It comes just days after the billionaire allegedly had the original blue bird sign removed from the building without notifying security
Feedback on the brand switch has been met with mixed reviews, with many taking the opportunity to mock the swap and removal of the famous blue bird
This week police were briefly called to the HQ after a worker began tearing down letters from the building’s iconic sign just one day after Musk rebranded the platform.
Police responded to a ‘possible unpermitted street closure’ outside the building on Monday afternoon after a man on a cherry picker was seen removing pieces of the company’s sign – but later said no crime had been committed.
As of 2.30pm work appeared to have halted for unrelated reasons and on one face of the sign all that remained were the letters ‘er’ and a bird.
San Francisco Police Department officers suggested the work had been authorized by Twitter but not been properly communicated with building security.
Feedback on the switch was met with mixed reviews, with many taking the opportunity to mock the swap and removal of the famous blue bird.
The new installation comes after police were briefly called to the HQ after a worker began tearing down letters from the building’s old iconic sign this week
Musk explained his reasoning behind the dramatic rebrand of Twitter, saying it was time to ‘bid adieu’ to the old logo, telling a user on his platform.
‘Twitter was acquired by X Corp both to ensure freedom of speech and as an accelerant for X, the everything app.’
Experts have warned that other companies, such as Twitter competitor Meta, may take issue with the rebrand, with X already widely used and cited in hundreds of trademarks.
