Elon Musk said Sunday that he plans to change Twitter’s logo to the “X” from The Bird, marking the latest big change since he bought the social media platform for $44 billion last year.
In a series of posts on his Twitter account starting just after 12 a.m. ET, the Twitter owner said he’s looking forward to making the change around the world starting Monday.
“And soon we will be introducing the Twitter brand and, gradually, all the birds,” Musk wrote in his account.
Earlier this month, the billionaire Tesla executive imposed a new curfew on his digital town square, a move that drew sharp criticism that it could alienate more advertisers and undermine its cultural influence as a pioneer.
The tweet viewing cap is part of an $8 per month subscription service that Musk launched earlier this year in an effort to boost Twitter’s revenue. Revenue has fallen sharply since Musk took over the company and laid off nearly three-quarters of the workforce to cut costs and avoid bankruptcy.
In May, Musk named longtime NBC Universal executive Linda Iaccarino as CEO of Twitter.
Attracting advertisers is essential for Musk and Twitter after many fled in the first months after his takeover of the social media platform, fearing damage to their brands in the chaos that surrounded them. Advertisers cut spending in part because of changes Musk made that allowed more hateful content to flourish, and that offended a larger portion of the platform’s audience.
Advertisers are back, Musk said in late April, but he did not provide details.
Musk’s move to change Twitter’s logo to an “X” also comes as Twitter faces new competition from its new Meta app, Threads, which launched earlier this month. It has been seen as an alternative for those who have soured on Twitter.
Threads is described as a text-based version of the Meta photo-sharing app Instagram that the company said provides “a new, separate space for real-time updates and public conversations.”
In the first five days of its launch, 100 million people signed up to Thread, according to a post on Thread by Instagram head Adam Mosseri.