04/09/2026
One of the world’s biggest rebrands has produced a very strange result.
Twitter. now became Tweet. app today after a judge temporarily blocked the startup from using the Twitter name.
But the same judge said X had abandoned its rights to “Tweet” and the old blue bird logo.
So the company appears to have protected one part of its old identity, but not all of it.
The case is still ongoing, but the branding lesson is already interesting: a rebrand does not only decide what you keep. It can decide what you lose.
Would you have expected X to retain every part of the Twitter brand?