Does Elon Musk’s new ‘X’ logo have meaning? Not yet, but it may

By our News Team | 2023

Twitter’s surprise rebranding has brought with it a logo change – and much debate. It may take time for the strategic intent to become clear.

In late July, maverick entrepreneur Elon Musk changed the famous Twitter brand and logo to ‘X’, apparently as part of a bigger picture to create ‘the everything app’.

Later, his recently appointed Twitter (now X) CEO, Linda Yaccarino, explained that “X is the future state of unlimited interactivity – centred in audio, video, messaging, payments [and] banking – creating a global marketplace for ideas, goods, services and opportunities”.


Photo via Business Upturn

All the upheaval at Twitter (now X), has created major concerns among users and advertisers, with Facebook founder Mark Zuckerberg seizing the opportunity to launch Meta’s rival platform, Threads.

The rebrand to X has, of course, meant a new logo – which has created another round of debate.

Dr Thomas Oosthuizen, a South African marketing consultant and academic now based in the United Kingdom, is among those to enter the discussion around the new X logo, and logos in general.

Good logos signify a brand’s role in the world

“Whilst we all love debating them, their primary role is to signify a brand and, if it’s really good, what its role is in this world. That is, technically, what a logo is. To portray and inspire,” he writes in a LinkedIn social media post.

“Very few brands are inherently meaningful, meaning the logo summarises what it stands for. Nike – yes. FedEx – yes. Yet many people may still not make the connection. Logo meanings mostly needs to be learnt.”

Oosthuizen believes that social media brands are almost all meaningless. “A blue thing around Facebook – okay. Instagram is better. An infinity sign (skew at that) around Meta? LinkedIn – what logo?”

He says he liked Twitter’s bird logo, which was cheeky and had significance. 

“At least Twitter had inherent meaning when a tweet was 140 characters, as a tweety-bird that lasted the length of time some presidents spent on the loo. An X uses little imagination … is it different from most logos? No.”

Oosthuizen adds that, as no-one can own a letter of the alphabet, it’s meaning needs to be created.

In the case of the X logo, and the new brand in general, he believes that very little Musk does is meaningless.

“By now we don’t know what to expect from the man [who] has the innovative Midas touch, for all his ‘madness’. So, forget about the X … look at what he does with it.”

You can read the full post here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.