Twitter’s bluebird is crashing: Police remove sign from firm’s San Fran headquarters for ‘security breach’ as ​​Elon Musk changes company name to X after 18 years

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Police were briefly called to Twitter’s San Francisco headquarters a day after Elon Musk rebranded the platform as an ‘X’ after an employee began tearing letters from the building’s iconic sign.

Police responded to a ‘possible unauthorized roadblock’ outside the building on Monday afternoon when a man in a cherry picker was seen removing pieces of the company’s sign – but later said no crime had been committed.

By 2.30pm the work appeared to have stopped for unrelated reasons and all that remained of one face of the sign was ‘er’ and a bird.

Officials with the San Francisco Police Department advised that the act was authorized by Twitter but not properly communicated with building security. Police told dailymail.com in a statement that it was not a police matter and directed any further inquiries to Twitter.

Crowds gathered and photographed the demolition of the sign, which would mark the demise of an Internet brand that has changed the way people communicate around the world for nearly a decade and a half.

San Francisco police arrived on the scene as a worker removed the letters from the Twitter sign. A spokesperson for the San Francisco Police Department said no crime was committed

A worker removes letters from a Twitter sign posted outside the Twitter headquarters in San Francisco on July 24

A crowd gathered and took pictures of the sign being torn down, which eventually drew the attention of the police

Inside the building, Musk also began naming conference rooms to include the letter X, using names like ‘Exposure,’ ‘Exalt’ and ‘s3Xy,’ according to photos seen by The New York Times.

The change to the company’s Market Street signage comes a day after Twitter owner Elon Musk announced he was completely rebranding the platform he bought last year and ditching its bird logo.

The letter X was projected onto the building late Sunday night, and traffic was rerouted to Twitter’s own website shortly after to the X.com website, from which the iconic blue bird logo was later removed.

A spokesperson for the San Francisco Police Department said in a statement to DailyMail.com, ‘At approximately 12:39 PM officers assigned to the Tenderloin Station responded to a report of a possible unauthorized road closure in the area of ​​10th and Market Streets.

‘Their investigating officers were able to determine that no crime had been committed and that this incident was not a police matter,’ they added.

A pile of letters can be seen removed from a sign at the Twitter headquarters building in San Francisco on Monday afternoon

A Market Street worker places the various letters removed from the sign on the sidewalk under the supervision of a police officer

The change to the company’s Market Street signage comes a day after Twitter owner Elon Musk announced he was completely rebranding the platform he bought last year.

Police at the scene said someone had a work order from Twitter to take down the sign but ‘did not contact security and the building’s property owner,’ according to the San Francisco Standard.

Twitter’s rebranding was seemingly last-minute, but it was also a long time in the making. In 2017, Musk said he bought back the X.com domain from PayPal, the payments company he founded in the 1990s and later sold.

‘No plans right now, but it has great sentimental value to me,’ he tweeted at the time.

Walter Isaacson, the acclaimed author who has published biographies of Steve Jobs and Leonardo da Vinci, is set to publish Musk’s life story later this year.

In a post on Twitter, Isaacson shared an excerpt from his book that explains the history of Musk’s obsession with the letter X and his plan to establish X.com in 1999 as a one-stop shop for various Internet and financial services.

Twitter’s new logo is projected onto the corporate headquarters building in downtown San Francisco, California, late Sunday night.

Twitter’s new logo is seen projected onto the corporate headquarters building in downtown San Francisco, California.

Now, Musk plans to use Twitter as a base to pursue that ambition again nearly 25 years later.

His idea for X.com was brilliant. It will be a one-stop shop for all financial needs: banking, digital shopping, checking, credit cards, investments and loans,’ wrote Isaacson.

But after internal struggles the company was rebranded to PayPal and sold. Isaacson said Musk told him before buying Twitter that he was going to rebrand it X.com.

The excerpt shared from the book reveals that in the days leading up to the Twitter takeover in late October, Musk texted Isaacson at 3.30am one morning: ‘I’m so excited to finally implement X.com, as it should be, using Twitter as an accelerator!’

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