I’m actually quite surprised by the rebranding of Twitter as “X.” Yes, Twitter had a nice feel to it — clean, friendly, and full of energy. And let’s admit it, the word “Tweet” sounded exciting. It had personality. It had charm. But for whatever reason, Twitter is now X. Just X.
And that’s where the confusion begins.The most surprising part is this: the symbol "X" — in most contexts — stands for exit. On a screen, when you press X, you close a page, you leave. So why name a platform after something that subconsciously signals “go away”?
Yes, I agree, the rebranding didn’t exactly damage the platform. People still use it. Maybe most users shrugged it off, thinking — “What’s the big deal? It’s old wine in a new bottle.” The app still works, the posts are still there, and the timelines are still as chaotic as ever.
But from a branding perspective? X is flat. It’s minimalist, yes. Simple, maybe. But is it memorable? Does it convey energy, emotion, or identity? I'm not sure. And here's the part that really baffles me — what do we even say now?
We used to say, “I tweeted.”
Now what? “Did you X today?”
“Did you post an X?”
“I saw your X (sounds like your-ex)?”
Sorry, but that sounds more like a typo or a code than a conversation. Maybe this is what happens when branding becomes too cool for its own good. Maybe simplicity won over storytelling. Or maybe, just maybe, Twitter was more than just a name — it was a feeling. And that feeling has quietly exited… with an X.
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