In a blink-and-you-miss-it set of incidents, which began only 3 days ago, on July 29th, the extravagant ‘X’ sign that adorned the former Twitter HQ in downtown San Francisco has already been dismantled. Twitter, currently undergoing a rebranding as ‘X’, had hastily installed the gigantic, brightly lit X logo atop their office building.
However, this move drew immediate complaints from the neighbors, prompting a series of events that led to its swift removal. As it app appears, Elon Musk’s ambitious vision continues to be a source of controversy for the company, but let’s dive into the details of the removal of the logo in San Francisco.
The controversial arrival of the X
The flashy X logo, held up partly by sandbags, was the talk of the town but not for the right reasons. Residents living in proximity to the building raised concerns about the incessant flashing and strobing lights emanating from the sign. Unsurprisingly, these complaints caught the attention of city officials.
Imagine no more. This is my life now. https://t.co/k5QfAm8yuG pic.twitter.com/e7ECCM2NUD
— Christopher J. Beale (@realchrisjbeale) July 29, 2023
When city inspectors sought access to the building’s roof to investigate the unpermitted structure, Twitter repeatedly denied them entry. Their excuse? The X logo was merely a “temporary lighted sign for an event.” This response did little to alleviate concerns, and the situation only escalated further.
A notice of violation
Patrick Hannan, the communications director for the San Francisco Department of Building Inspection and City Planning, confirmed that a notice of violation was issued to the building’s owner, which houses Twitter’s headquarters. The notice was prompted by 24 complaints received over the weekend, encompassing worries about the sign’s structural safety and excessive illumination.
In response to the unauthorized structure, the department announced plans to fine the building’s owner for the absence of building permits, both for the sign’s installation and its subsequent removal. The fines would also cover the costs incurred during the department’s inspection and investigation.
Elon Musk, the owner of Twitter, downplayed the significance of the logo, referring to it as an “interim” one. The intention behind the hastily erected X logo was to serve as a temporary placeholder while the company worked on a more permanent design to replace its iconic bird logo.
The light show comes to an end
Videos circulated online showcasing the bright and dynamic lights of the X logo, seemingly pulsating and crawling across the sign. However, these captivating visuals were short-lived, as crews quickly set about removing the Twitter sign from the side of the building.
The extravagant X sign, once a symbol of Twitter’s transformation into ‘X,’ has now become a cautionary tale about the importance of adhering to proper regulations and acquiring the necessary permits before making bold statements. As Twitter plans its future rebranding endeavors, this incident serves as a reminder that even innovative companies need to play by the rules when it comes to alterations to city skylines and public spaces. Only time will tell how ‘X’ will rise from the ashes of its illuminated predecessor, embracing a new logo that will better reflect its vision for the future.
Meanwhile, if you’d like to take down the X logo on your phone much like what happened in San Francisco, we have a solution for you. For those who miss the blue bird logo or simply hate the new one, check out how to change the Twitter app icon to its original for a mobile solution and refer to our article on how to use the old Twitter logo extension to bring the bird back for a desktop fix.
Featured Image: Credit
