Police halted Twitter HQ signal elimination in San Francisco throughout Elon Musk’s ‘X’ rebrand

Elon Musk’s brand shift from Twitter to “X” hit a short snag on the firm’s San Francisco headquarters on Monday after native police briefly stopped a crew from taking down the signal displaying the outdated title.

The well-known Twitter signal was being eliminated on Monday afternoon after Musk abruptly introduced he was ditching the blue hen brand in favor of a black-and-white “X” brand.

Staff managed to take away all however a couple of letters from the signage earlier than San Francisco law enforcement officials halted work, based on a number of stories.

The work stoppage was later revealed to be a misunderstanding. Police on the scene instructed The San Francisco Standard that Twitter had the required work order however hadn’t notified constructing safety or its house owners.

“Officers assigned to Tenderloin Station responded to the realm of tenth and Market streets concerning a report of a potential unpermitted road closure,” an SFPD spokesperson stated in an announcement to the outlet.

“By means of their investigation, officers have been capable of decide that no crime was dedicated and this incident was not a police matter,” the spokesperson added.

After the stoppage, the letters “e” and “r” have been nonetheless seen on the signal. It’s unclear if the ultimate letters had been eliminated as of early Tuesday afternoon.

The San Francisco division of constructing inspection, which oversees development tasks for town, told local outlet KTVU that it had obtained two complaints and was awaiting instruction on whether or not the corporate wanted a constructing allow to proceed.

“Eradicating or relocating the signal would require a constructing allow,” a DBI spokesperson instructed the outlet.

The Put up has reached out to the SFPD and town’s division of constructing inspection for additional touch upon the scenario.

Musk had earlier projected an enormous “X” brand on the aspect of the corporate’s San Francisco headquarters on Sunday, hours after he introduced plans to eliminate the opposite brand and branding.

The billionaire Tesla CEO has confronted some sharp criticism over the rebrand, with some specialists arguing that he had basically torched years of name fairness established as Twitter turned some of the recognizable web sites on the earth.

Musk defended the move in a long post on Monday night, declaring that the “Twitter title doesn’t make sense” given his plans to remodel X right into a super-app combining social media with monetary providers and extra.

“This isn’t merely an organization renaming itself, however doing the identical factor,” Musk stated. “The Twitter title made sense when it was simply 140 character messages going forwards and backwards – like birds tweeting – however now you possibly can publish nearly something, together with a number of hours of video.”

The work stoppage is simply the most recent signal of drama for the corporate previously often called Twitter at its residence base. The corporate was sued in January for allegedly not paying lease in San Francisco.

In April, Musk altered the company’s signage to say “Titter” as a part of his escalating feud with the owner.

“Our landlord at SF HQ says we’re legally required to maintain signal as Twitter & can not take away ‘w’, so we painted it background colour. Drawback solved!” Musk stated on the time.