Why Twitter's rebrand to X could be legally challenging

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Twitter owner Elon Musk's campaign to rebrand the bird-themed social media platform to X is well underway — but trademarking the new brand and protecting it from legal challenges may be a bumpier process.

"And soon we shall bid adieu to the twitter brand and, gradually, all the birds," Musk said in anotherThe simplicity of the logo, however, may make the microblog's brand more difficult to protect, Douglas Masters, a trademark attorney at law firm Loeb & Loeb, told Reuters.

"The logo does not have much [that is] distinctive about it, so the protection will be very narrow," Masters said."Given the difficulty in protecting a single letter, especially one as popular commercially as 'X', Twitter's protection is likely to be confined to very similar graphics to their X logo."that the new X logo also resembles a generic Unicode character and has been used in mathematical textbooks since the 1970s.

Twitter users have also criticized the website's rebranding, drawing comparisons between its new logo and that of several adult film websites.

 

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