The daily business briefing: July 25, 2023

Musk's rebranding of Twitter starts with sign change, the Dow extends its winning streak to 11 days, and more

A Twitter bird logo with an image of Elon Musk's face in the middle, covered by an X
(Image credit: Jaap Arriens / NurPhoto via Getty Images)

1. Musk's Twitter rebranding starts with sign removal

Elon Musk pushed forward with his rebranding of Twitter as X on Monday, with workers getting to work changing the sign at the company's San Francisco headquarters. Musk, who bought the social media site last year, renamed the platform X.com on its website on Sunday and replaced its widely recognized bird logo with a stylized "X," tweeting, "And soon we shall bid adieu to the Twitter brand and, gradually, all the birds." Many Twitter users "appeared alienated" by the changes, The New York Times reported. "In one fell sweep, Elon Musk has essentially wiped out 15 years of brand value from Twitter and is now essentially starting from scratch," said Mike Proulx, a vice president and research director at Forrester.

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Harold Maass, The Week US

Harold Maass is a contributing editor at The Week. He has been writing for The Week since the 2001 debut of the U.S. print edition and served as editor of TheWeek.com when it launched in 2008. Harold started his career as a newspaper reporter in South Florida and Haiti. He has previously worked for a variety of news outlets, including The Miami Herald, ABC News and Fox News, and for several years wrote a daily roundup of financial news for The Week and Yahoo Finance.