No Brand Too Old or Too Big to Rebrand: Staffing Takeaways from Twitter’s Journey to X 

No Brand Too Old or Too Big to Rebrand: Staffing Takeaways from Twitter's Journey to X 

Table of Contents

  • Jane
  • September 18, 2023

In an age where innovation reigns supreme, businesses often grapple with the challenge of staying relevant in today’s ever-evolving landscape. Some cling to tried-and-tested marketing tactics, while others find themselves at a crossroads, contemplating the need for substantial change.

Consider the case of the renowned platform formerly known as Twitter. Under new leadership, it boldly transformed into the app we now know as ‘X’. While this rebranding stirred a pot of both praise and criticism, Twitter’s journey to ‘X’ serves as a resounding testament: no brand, no matter how established or colossal, is immune to the power of rebranding.

Shifting From Twitter to X

The social media platform Twitter was founded in the year 2006 and given its iconic blue bird mascot four years after. For more than a decade, people have been flocking to the said app, entranced by their ability to post short and quick updates. It also made it easy to communicate and connect with people who had similar thoughts and interests.

Starting with buying shares until providing a full purchasing offer, Elon Musk was able to gain ownership of Twitter for 44 billion dollars. He officially took over the company on the 28th of October, 2022.¹ According to Elon Musk, he bought Twitter to fulfill his goal of making an “everything app“.

With the app, he wants everyone to have access to many different features like posting long videos and texts, messaging, making payments, and even online banking! So, to start the transition, Elon Musk decided to change the logo and application name to something that would best fit his ideal brand.

Since he plans on allowing users to post almost anything, he thought that the term ‘tweets’ weren’t a valid name anymore. This led to the company’s rebrand to X. Although the specific reason for the name isn’t known, some speculate it came from Musk’s fascination with the letter X since it’s commonly seen in some of his earlier products and companies like Tesla Model X and SpaceX.


5 Takeaways from Twitter to X Rebranding

Some experts debate Musk’s decision to rebrand was smart while other analysts considered it a risky move. Regardless of your position in this debacle, we can’t this controversial rebranding can offer many possible takeaways for staffing companies like yours. The following are five examples of these:


1. Don’t Be Afraid to Rebrand

Some businesses are refusing the idea of a rebrand because they think everything is still fine. As the saying goes, “If it isn’t broken, then why fix it?” Although there is some truth to that saying, there’s still a possibility that rebranding might be your next best step.

No matter how beloved your brand is to the world or how long you’ve used it and succeeded, every staffing firm should know when to call for a change. Instead of being content, always seek improvement even if that’s just 0.01 percent. Through constant effort to better, you can improve your business and avoid being stagnant!

Read More: Brand Guide Dos and Don’ts – How to Know If You Need to Rebrand 


2. Quality Assurance is Key

When changing an important aspect of your company, make sure that change is applied to everything related to it. Without quality assurance, you’d end up leaving your target audience confused or even against the change. For example, many people have seen inconsistencies ever since Twitter’s rebrand.

Inconsistencies still popped up, like login pages still read “Sign in to Twitter”. Even search bars still used the previous brand. Because of these, users loyal to the app have a difficult time adjusting.

This goes to show it’s necessary to undergo quality assurance in the entire rebranding process. It ensures everything about your company and business is cohesive and can greatly help in your improvement effort.


3. A Planned Timeline is a Must

According to Elon Musk, there are still birds on the application as well as inside their company building because they’re gradually shifting and applying changes. Although slow and steady can win races, it can also compromise your company’s unity and integrity if not done right.

So, what’s the best way to transition from one branding to another? There is no one right answer but it’s crucial to have a well-made plan. Consider the following questions when making a timeline for your rebranding journey:

  • What are the milestones I want to achieve?
  • When do I want to achieve them?
  • Which steps should I take first to ensure a smooth transition?
  • Are there any other things I need to edit to ensure a complete rebranding? (e.g., billboards, websites, job ads, social media pages, etc.)


4. Pay Homage to Your Previous Branding

One of the best things when rebranding is remembering where you came from. Remember the core of your branding and the things you’ve done right. Even when you’ve decided to rebrand, it doesn’t mean you should forget everything about your previous logos and names.

It’s ideal to still pay homage to them in small hints and details. This way, you’re giving your consumers a sense of familiarity and reminding them that only your branding changed, not your company!

Windows is a good example of this! Since its first release in 1985, it has already featured a sky-blue square divided into four unequal parts.² This square resembled a physical window in your house. Although Window’s logo had undergone more than fifteen changes, each and every one included an image similar to a window.

Aside from it being its company name, it’s also a way for people to continuously recognize them despite the design changes.

Read More: Who Needs a Rebrand These Days? You Do! 

5. Work Towards One Desired Identity

Make sure every aspect of your rebranding leads to one clear company identity to ensure your game plan is a success. This means everything you change needs to work towards what you want your new brand to be.

Whether you tweak your logo, tagline, mission, or vision, it’s vital to make all changes with your chosen identity in mind. Consider all details from your company’s new name to the logo and design colors. Everything needs to be cohesive and united by one goal!

Plus, make sure that your team understands the new personality you’re creating. Your staff is an extension of your company, so it’s only right they’re in the loop of what you’re aiming for and how you want to achieve it.

Read More: Brand Identity Detox – A Guide to Cleaning Up and Optimizing Your Online Persona 



Looking for experts to support your marketing infrastructure as you transition to new branding? Allied Insight is the perfect partner in your rebranding journey!

As a full-stack marketing agency, we go beyond marketing delivery. We invest our time and effort in our clients in order to help them create brand-centric advantages for their organizations. With tried-and-tested strategies and fresh new marketing tactics, we can guide you in developing your brand. Contact us today to learn more!



1 Wile, Rob. “A Timeline of Elon Musk’s Takeover of Twitter.” NBC News, 18 Nov. 2022,

2 Software Logos. “Windows Logo.” 1000 Logos, 29 Apr. 2023,


Unlock the Secrets to Writing Job Posts That Attract The Best People 

Unlock the Secrets to Writing Job Posts That Attract The Best People 

From Bland to Brand: 8 Secrets to Stellar Content Creation

From Bland to Brand: 8 Secrets to Stellar Content Creation

Sora by OpenAI: The Next Frontier in Marketing and Content Innovation

Sora by OpenAI: The Next Frontier in Marketing and Content Innovation