Twitter is Now X. What Rebranding Means for the Iconic Platform

What is the pinnacle of brand recognition?


Twitter had reached it. People across the world had widely referred to the brand name as a verb, i.e., “to tweet,” for a decade and a half.  For most, all discussions of a rebrand would have ended right there, and for good reason. That is the holy grail for companies: to be so permanently seared into the global lexicon that your made-up word ends up in the dictionary. 


But now, the Twitter brand – bird symbol and all – is out in favor of X. It’s like telling FedEx or Uber to rebrand – a bold move that requires confidence and direction. So if you’re puzzled about the state of the most consistently relevant social media platform of all time, this blog is for you. 


The Logo


Let’s discuss the new logo in context with the one it is replacing. Elon Musk has said that this logo is an “interim” X logo, which is fine and good, but it still begs the question of why it would be launched in the first place and mounted on top of the company’s San Francisco headquarters in bright, beaming light. We asked our graphic designers at Fortress for their thoughts on the mark, and the shared sentiment that it is too plain, uncommunicative, and forced.


“Twitter is such an iconic brand, even down to the blue color they use. This just feels forced and random.”


– Aubin Dyer, Creative Director


Even more so, an X is inherently negative in many contexts, online and off. We’ve been trained to click ‘X’ when we’re looking to exit a page or a website, not when we want to spend more time on it. Phonetically it refers to something that’s in the past tense, like your “ex” boyfriend, girlfriend, employer, etc. When something is X-rated, it’s often frowned upon or indecent. Right now, the X logo is incomplete and dull, and the eventual final product will have to address a lot of thematic and stylistic questions.


On the contrary, the former bird logo that represented Twitter since its early days was far more meaningful. Why? because it symbolized what the goal of the app was and the action people take on the app, which was to communicate in short, casual and cute messages, just like a bird. If Musk and his team have their hearts set on the name X, they need to create a logo that incorporates the X but doesn’t lose all meaning in doing so.


The Counterargument


It wouldn’t be productive for us to sit here and bash Musk’s choices without trying to understand them and offering solutions to the problems we identify. The best counterargument for this rebrand is that despite the negative connotations discussed earlier, the letter X has been used in ways that are powerful across history. With the right marketing and user experience, he could pull potential from that foundation.


X is unique in being both a letter and a symbol. One could argue that the symbolism of X as a metaphor for endless possibilities is an apt and exciting representation of what Musk wants Twitter to be. If he truly believes that he will transform the platform into an “everything app” similar to China’s WeChat, involving payments, shopping, booking, and more, then perhaps it shouldn’t be called Twitter any more after all. That said, right now, that vision is nothing but a lofty goal that has shown no tangible sign of materializing.


The Takeaway 


Names matter. User experience matters. How you present yourself to the world matters. It’s about effective communication, which is what makes marketing authentic, and right now, Musk is breaking more bonds than he is forging. This is not to say that X will nullify all of the social relevancy that Twitter accumulated and that the rebrand will be an utter failure. Rather, we believe that a rebrand must be smoother and more intentional than this, and the team behind X will have to work hard to regain the element that makes companies successful: trust. 


At Fortress, we are in the business of transforming brands and changing lives in the process. We have executed numerous successful rebranding projects as well as brand discovery from scratch. Our rule of thumb for ourselves and our clients is to not rebrand until you know who you are. If you’re not there, we will help you get there via our Brandstorm process and the rest of our Branding and Corporate Identity services. Get in touch with us today.

In the world of branding, a slogan is akin to a thesis, establishing values and rearranging perceptions with every word. Think about the brands you love; chances are, they have connected with you through their written words. A great slogan is a condensed mission statement, reminding the consumer that they and the brand share the same attitude towards the world; that they and the brand are friends, willing to do right by one another. In this blog, we are going to discuss the significance of slogans, provide insight on what to do and what not to do when crafting a slogan, and reference case studies of brands that Fortress has helped discover slogans and taglines for through our Branding and Corporate Identity Services


The Best Slogans in the World


We all know these slogans, but do we know what makes them so memorable? Let’s start with Nike’s “Just Do It.” This slogan is brilliant for a few reasons; it is extremely brief at only three words and eight letters; it is motivational and fits with their brand philosophy of pushing one’s physical limits and being prepared for adventure; and lastly it is works as as a subliminal message that helps users make their decision to buy from Nike. Debating on getting that new pair of running shoes? “Just Do It.” Enough said.


Next up, Apple. Their iconic slogan, “Think Different,” encapsulates the very essence of their brand philosophy. It’s not just a call to buy their products; it’s an invitation to embrace innovation and individuality. In just two words, they’ve managed to capture the spirit of those who dare to challenge the status quo and break new ground. 

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SENIOR Designer

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      SENIOR designer

      Full Job Description

      Fortress is a fast-growing digital marketing and branding agency headquartered in Chicago that has worked with clients ranging from global corporations like Nike, Jordan, All-State, Acura, athletes, and celebrities like Kevin Hart, Steph Curry, prestigious universities, startups, and everyone in between. We believe in putting family first, being team players, staying humble, and being obsessed with our clients’ success. We provide a unique and energetic culture that fosters creativity and camaraderie.

      We’re currently seeking a full-time Senior Designer to join the team and work out of our Chicago, IL office. The right person for this position sees the bigger picture while remaining passionate about the details.

      You’re knowledgeable and skilled in Web, Branding, large-scale marketing campaigns, and more. You’re a jack of all trades in creative software, but you also have a passion for design beyond the screen. You understand that great design is in the nuance—that subtle cultural references should be woven into the things you create and every project should be approached with the end-user at the center of it. You love working on a team with diverse perspectives and you’re willing to learn from as well as build up those around you. At the core, you’re a problem solver with a knack for making things look good.


      • Contribute to various projects in web, brand identity, and print across multiple industries
      • Collaborate and ideate with the design and marketing teams, while also giving and receiving feedback on designs
      • Create presentations and asset kits to be delivered to team members, clients, and partners
      • Present your creatives to clients with the ability to back up your ideas, while also being open to new ideas and critiques


      • 3-5 years of experience working in design and digital marketing
      • A strong portfolio with a diverse array of work and a strong foundation in basic design principles (typography, layout, color, UX/UI)
      • Problem-solving and storytelling abilities
      • Multi-tasking and prioritization skills
      • Experience working in Adobe CC and Figma
      • 3D, Animation, Video Editing, and Photography is a plus
      • A collaborative mindset
      • A good sense of your own design and visual style
      • Attention to detail
      • A passion for growth and a never-ending curiosity

      Job Type: Full-time


      • 401(k)
      • 401(k) matching
      • Dental insurance
      • Flexible schedule
      • Health insurance
      • Paid time off
      • Professional development assistance
      • Vision insurance


      • 8-hour shift
      • Monday to Friday
      • Weekend availability

      Supplemental Pay:

      • Bonus pay
      • Commission pay

      Ability to commute/relocate:

      • Chicago, IL 60642: Reliably commute or planning to relocate before starting work (Required)


      • Graphic design: 6 years (Required)
      • Web design: 4 years (Required)


      Apply by filling out the form and someone will be in touch with you.

        Attach Files (Resume, Portfolio etc.)



        Someone from our team will reach out to you about your project soon.