SAN FRANCISCO - Twitter began removing its name from its corporate headquarters Monday, blocking two lanes of traffic as a large crane plucked letters off the sign. The crane departed by midafternoon leaving the task half-finished - only the blue bird logo and the "er" remained, next to a ghostly outline reading "@twitt."
Some will see that as an apt metaphor for the state of business at the social media platform. In changing Twitter's famous blue logo to a black-and-white "X," part of a sweeping rebrand that has alienated longtime users and left marketing experts perplexed, owner Elon Musk is trading a bird in the hand for the promise of a wide-ranging "everything app," one analysts say may never materialize.