Another chapter is unfolding in the ever-evolving saga of Twitter’s transformation into X, and this time, the controversy is coming from a US-based startup that claims Elon Musk’s company has abandoned nearly two decades of established brand identity – including its trademarks.
The startup, whose founders argue that the Twitter brand has been legally unprotected since the platform’s rebrand, is now seeking rights to several original Twitter-related marks. And if the case gains traction, it could escalate into one of the most unusual – and influential – trademark disputes in the tech world.
The Argument: Twitter Is Gone, So Is the Trademark
When Elon Musk took over Twitter and rebranded it to X, it wasn’t just a visual makeover – the company began dismantling:
- The bird logo
- The “Twitter” wordmark
- The iconic term “tweet”
- And many legacy brand assets built over 17 years
The startup claims that by removing, replacing, and no longer commercially using these marks, X effectively abandoned them, leaving room for another party to register them.
In trademark law, abandonment can occur when marks are:
- No longer used in commerce
- Discontinued with no clear intent to resume
- Replaced entirely with new branding
The question now becomes: Did Musk intentionally surrender the trademark protections by aggressively erasing Twitter’s identity from existence?
Why This Claim Is a Big Deal
If this case gains legal traction, it could raise significant implications for tech companies rebranding at large scale.
Can a global brand with billions in recognition be considered abandoned overnight?
Do legacy user habits – like still saying “tweet” – count as continued use?
Can a startup claim the Twitter name if 500 million people still associate it with X?
Trademark law hasn’t faced a situation exactly like this – a total rebrand of one of the most recognized digital identities in the world.
If the startup wins any trademark rights, it could:
- Stop X from using certain Twitter-era terminology
- Sell licensing rights
- Position itself for acquisition
- Or simply challenge Musk’s legal control of the platform’s history
Why Musk May Fight Back
Elon Musk has been vocal about his goal: to erase Twitter and build X into an “everything app.”
But abandoning trademarks wasn’t likely part of the strategy. If the startup’s claim moves forward:
- X will need to prove ongoing brand use
- Or demonstrate clear intent to preserve former marks
- Or argue that global recognition equates to active protection
Given that “tweet,” “Twitter,” and the bird logo remain deeply embedded in culture and media references, X may argue that usage persists through society, even if the company isn’t actively promoting it.
The Larger Question – Can You Delete a Brand That Changed the Internet?
This dispute goes beyond legal paperwork – it explores identity in the digital age.
Twitter shaped:
- Internet culture
- Political conversation
- Celebrity communication
- Movements and revolutions
Renaming it doesn’t erase its existence – but does it erase its legal identity?
The outcome of this case could:
- Influence how tech giants rebrand
- Determine the value of cultural IP
- Set precedent for companies trying to rewrite their past
Conclusion
A startup challenging Elon Musk over the Twitter brand wasn’t on anyone’s 2023–2024 bingo card – but it highlights how trademarks aren’t just logos and words. They’re cultural assets with value far beyond the company that created them.
If the courts rule that Twitter’s marks were “abandoned,” it could reshape how billion-dollar rebrands are handled, and remind the industry that identity – once given to the world – is not so easily reclaimed.
The legal battle hasn’t fully begun, but one thing is clear:
Twitter may be gone – but its legacy won’t disappear quietly.
