Police Intervene as Twitter Tries Removing Its Headquarters Sign

From the looks of it, Twitter might be in trouble for removing the letters on its headquarters sign in San Francisco. It's actually all just a misunderstanding, but that still resulted in unfinished work, so now it's just "er."

Why Were the Police There?

As part of its rebranding campaign, Twitter is making major changes with its headquarters, specifically the huge sign that shouts "We used to be called Twitter." All was going well until authorities showed upon the scene.

Twitter user Wayne Sutton claims that the process was halted due to the company not obtaining the proper permit for the equipment since they used a crane to reach the sign. That, however, was not the case.

The local police clarified that around 12:39 p.m., officers that were assigned to Tenderloin Station went to the area due to a report about a possible unpermitted street closure, as mentioned in The Verge. Ultimately, it was stated that there was no crime or violation.

They further explained that someone with Twitter had a work order for taking down the sign, but failed to inform security and the owner of the building. Even after the clarification, the workers did not continue the removal of the sign, leaving one side with "twitter" and the other side with "er."

It will probably be resumed to remove the remaining letters since it's unlikely that it will be left like that. They might even install a new sign to signify the major change in Twitter, which is now X, based on the new logo of the site.

Hopefully, the matter is already settled between Musk and the landlord, especially since both have already had past disputes, specifically due to the company not paying its rent. Although that's already resolved, it's likely that Musk is on thin ice.

Twitter is Now X

Taking down the letters was part of Elon Musk's efforts to apparently erase the brand name that people have known for years, to replace it with the letter X. In fact, the logo was already projected on the building, as tweeted by the platform owner.

The rebranding is probably part of Musk's plan to create the "everything app" he intended for Twitter from the start. Twitter CEO Linda Yaccarino says that "X is the future state of unlimited interactivity" as well as "centered in audio, video, messaging, payments/banking."

The Yaccarino also expressed that powered by AI, the platform will connect all its users in ways that "we're just beginning to imagine," as reported by CBS News, so we can expect other major changes to arrive in the coming years.

Musk himself wanted to create an app that will be used for everything, thus, the description "everything app." He likened his plans to WeChat, a popular messaging app in China which apparently the US doesn't have a version of.

The tech billionaire seems to be fond of X, as it also appears in his other companies like SpaceX and his AI company X.AI. It also happens to be the name of the parent company that hold Twitter before it was even called X.