Elon Musk stated Sunday that he plans to vary the brand of Twitter to an “X” from the well-known blue fowl, marking what could be the most recent large change since he purchased the social media platform for $44 billion final yr.

In a sequence of posts on his Twitter account beginning simply after 12 a.m. ET, Twitter’s proprietor stated that he is trying to make the change worldwide as quickly as Monday.

“And soon we shall bid adieu to the twitter brand and, gradually, all the birds,” Musk wrote on his account.

The change is not shocking given Musk’s lengthy historical past with the title “X,” says Allen Adamson, co-founder of marketing consultancy Metaforce. The billionaire Tesla CEO tweeted last October that “buying Twitter is an accelerant to creating X, the everything app.”

Musk’s rocket firm, Space Exploration Technologies Corp., is usually referred to as SpaceX. And in 1999, Musk based a startup known as X.com, a web-based monetary providers firm now referred to as PayPal.

“Not sure what subtle clues gave it way, but I like the letter X,” Musk tweeted Sunday.

But the change on Twitter was met with sharp criticism on the social media platform.

The change can be very complicated to an enormous chunk of the Twitter’s viewers, which has been already souring on the social platform given a slew of different main modifications Musk has made, Adamson stated.

“They won’t get it,” he stated. “It’s a fitting end to a phenomenal unwinding of an iconic brand and business.”

Earlier this month, Musk put new curfews on his digital city sq., a transfer that met with sharp criticism that it might drive away extra advertisers and undermine its cultural affect as a trendsetter.

The larger tweet-viewing threshold is a part of an $8-per-month subscription service that Musk rolled out earlier this yr in an try to spice up Twitter income. Revenue has dropped sharply since Musk took over the corporate and laid off roughly three-fourths of the workforce to slash prices and keep away from chapter.

In May, Musk hired longtime NBC Universal executive Linda Yaccarino as Twitter’s CEO.

Luring advertisers is important for Musk and Twitter after many fled in the early months after his takeover of the social media platform, fearing harm to their manufacturers within the enveloping chaos. Advertisers have reduce on spending partly due to modifications Musk has made that has allowed for extra hateful content material to flourish and that has offended a wider a part of the platform’s viewers.

Musk stated in late April that advertisers had returned, however offered no specifics.

Musk’s transfer to vary Twitter’s emblem to an “X” additionally comes as Twitter faces new competitors from Meta’s new app, Threads, launched earlier this month. It has been seen in its place for many who have been upset with Twitter.

Threads is being billed as a text-based model of Meta’s photo-sharing app Instagram that the corporate has stated gives “a new, separate space for real-time updates and public conversations.”

In the primary 5 days of its launch, 100 million people had signed up for Threads, in accordance with a publish on Threads by Instagram head Adam Mosseri.