Ammon News - In a radical rebranding, Twitter owner Elon Musk has begun the process of replacing Twitter’s iconic bird logo with X.

Musk made the shock announcement of his plans early Sunday. By Monday morning US time, he tweeted that X.com now points to Twitter.com.

“Interim X logo goes live later today,” he wrote, shortly before sharing a photo of Twitter’s headquarters lit up by a giant new X.

The social media giant’s official account now features the same logo, even as the familiar blue bird can still be seen on the site.

Previously, he said he was bidding “adieu to the twitter brand and, gradually, all the birds.”

Twitter (TWTR), founded in 2006, has used its vivid, globally recognized blue bird emblem for more than a decade.

The renaming could be seen as something of a brand overhaul “Hail Mary” for the company: Musk in recent months has repeatedly warned that Twitter, facing steep losses in ad revenue, was on the edge of bankruptcy.

Increasing the pressure, earlier this month rival social media platform Threads launched from Facebook (FB) parent Meta. It surpassed 100 million user sign-ups in its first week.

Twitter had 238 million active users prior to being taken private by Musk in October 2022.