1-8-2023 (SAN FRANCISCO) The company formerly known as Twitter faced a setback in its rebranding efforts as the towering, blinking X, a part of owner Elon Musk’s ambitious bid to rebrand the social media giant, was removed from its San Francisco headquarters on Monday. The rebranded tech firm, now named X, encountered opposition from city officials and local residents due to the controversial sign.
Installed on the roof of the downtown office building just a week ago, the flashing X drew complaints from residents about the bright lights emitted during the night. Safety concerns were also raised, as some believed the sign, perched precariously on the building’s edge, did not appear securely anchored.
San Francisco’s Department of Building Inspection and City Planning received 24 complaints regarding the sign, with particular concerns about its structural safety and illumination, according to agency communications director Patrick Hannan.
Building inspectors, acting on the complaints, observed the dismantling of the structure on Monday morning. The owner of the property housing X’s offices will be responsible for covering the costs of permits for installing and removing the sign, along with the city’s investigation expenses.
Earlier attempts by city inspectors to assess the sign’s compliance were rebuffed by representatives from X. The company claimed that the structure was a temporary lighted sign for an event, but the city sent a notice of violation, emphasizing the need for proper permits.
Elon Musk, the owner of the tech firm, has downplayed the backlash against the sign and the rebranding effort in general. He responded with a laughing emoji to a Twitter user’s post about the city’s objections to the new sign.
The billionaire’s rebranding strategy includes transforming Twitter into a super-app akin to China’s WeChat, encompassing social media, messaging, and payments. Since Musk’s acquisition of Twitter for $44 billion in October last year, the platform’s advertising business has declined due to concerns over his management style and significant layoffs that affected content moderation.
In response to the challenges, Musk aims to build a subscriber base and introduce a pay model to explore alternative revenue streams. However, former Twitter employees, who were let go when Musk took over, filed a federal civil suit against the company in May, alleging that the billionaire refused to cover expenses like rent or severance packages.
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