Elon Musk has renamed Twitter as X, but legal challenges await

Twitter's recent rebranding decision, spearheaded by Elon Musk, has stirred up a bit of a storm. Renamed 'X,' the rebranding process faced numerous missteps right from the start since Musk took over the micro-blogging platform.

Adding another element to the 'X' makeover of Twitter, x.com has already started to redirect to the Twitter home. Reportedly the domain was bought by Elon Musk in 2017.

According to Reuters, Twitter's rebranding to 'X' may attract legal hassles involving intellectual property rights. As a result, the company may face the possibility of legal battles with tech giants  Microsoft and Meta, who already own 'X'-related trademarks.

The X-factor

• Several companies, such as Microsoft and Meta Platforms, already possess trademark rights to the letter 'X' from various industries.
• Trademark attorney Josh Gerben told Reuters that there are over 900 active US trademark registrations that involve the letter 'X.'
• Trademark infringement claims could arise if these companies believe Twitter's rushed rebranding would confuse consumers or encroach upon their brand equity.
• While Meta and Microsoft have not commented on the matter, the possibility of legal action looms low.

Too funny that Microsoft has owned trademark for 'X' since 2003. As in X Box. 🤣 pic.twitter.com/obX8M1mJmo

— FactsOrFables (@FactsOrFables4U) July 25, 2023

• Meta itself faced intellectual property challenges during its name change from Facebook, encountering lawsuits over its new logo.

ALSO READ: Twitter is now X, Elon Musk kills the Blue Bird

Can X defend itself

• Defending a single letter, especially one as widely used as 'X,' can be a challenging task.
• Twitter's protection may be limited to the distinct graphics of its 'X' logo, considering the lack of distinctiveness in the design.
• The narrow scope of protection leaves the rebranded 'X' vulnerable to potential claims by other companies seeking ownership of the letter.

They don't own the letter, about 900 companies have intellectual property rights to the letter X in some manner or another. Just means he can't use a plain letter X as the brand name for the company

— Alex H. (@ahos490) July 25, 2023

• Twitter's defence strategy may involve demonstrating that its rebranded 'X' does not create consumer confusion with existing trademarks owned by other entities.
• Additionally, they could argue that their new logo and brand identity sufficiently differentiate their services from competitors like Meta and Microsoft.

ALSO READ: Twitter is now X and Twitter is mourning the beloved Blue Bird with memes

Will the gamble pay

• Elon Musk's aggressive move to ditch Twitter's iconic blue bird and long-established identity is a high-stakes gamble.
• Some experts argue that Musk is betting on users valuing the platform more for its content and quality of discourse rather than an emotional connection to the brand.
• However, it's a bold break from the past, signalling a different direction for the platform under Musk's ownership.

Rebranding the social network as X marks the billionaire’s latest gamble to reinvent the company, after buying it last year for $44 billion. https://t.co/dbMPDVviMz pic.twitter.com/NvErmnpZFP

— Politico Anatomy (@PoliticoAnatomy) July 24, 2023

• However, some critics have argued that doing away with a household name can be a risky gamble. Disrupting the existing customer base and shedding brand recognition accumulated over 17 years can have adverse effects.
• Sceptics doubt that the name change will significantly alter users' perceptions of the platform.

In conclusion, effectively defending the letter 'X' in a legal context will necessitate strategic arguments that emphasise its distinctiveness and ability to avoid consumer confusion. Musk's decision to protect the platform itself could involve significant risks and rewards, the final result of which remains uncertain in the ever-changing world of social media.