Twitter's unexpected rebranding to 'X' has been fraught with a series of blunders and missteps. The roll-out was haphazard, with conflicting references to “X” and “Twitter” appearing across the site. Further, the tech giant seemed to have overlooked securing the intellectual property rights for 'X,' adding to the confusion. However, to add to the list of oversights, Twitter appears to have missed out on a pivotal aspect of its new brand identity: securing the corresponding Twitter handle.
In a surprising revelation, it was discovered that the @x Twitter handle is currently owned by Gene X Hwang, a co-founder of Orange Photography. As reported by TechCrunch, the coveted handle was found via the San Francisco-based @orangephoto account, which credits its founders to their Twitter handles, “@x & @jackhuynh.” Hwang states that no one from the now 'X' company has approached him regarding the account. However, he is open for a conversation and even hinted at a potential sale of the handle, so long as the offer makes sense.
While there is no specific number in Hwang's mind for the right price, similar coveted Instagram handles have been known to change hands for thousands of dollars. At this point, Hwang is simply waiting to see if he will receive an offer from 'X' or possibly even Elon Musk. In the meantime, Twitter's hasty rebranding has caught the attention of spectators across the globe, many digging into the potential intellectual property rights issues that could be in line with the social media platform.
A significant concern is Microsoft's X trademark relating to Xbox, owned since 2003, and Meta's federal trademark since 2019 for a blue-and-white letter 'X', covering online social networking services. Even though Meta's logo differs from Twitter's new X brand, the overlapping industry usage may pose a problem. Trademark attorney Josh Gerben believes there is a "100% chance" that Twitter will face lawsuits over the X rebranding, considering nearly 900 active U.S. trademark registrations cover 'X' across various sectors.
As the new face of the company unfolds, there are also speculations regarding a potential financial hit to the brand value of 'X' due to Musk’s move. Analysts and agencies cited by Fortune suggest a possible destruction of $4 billion to $20 billion in Twitter’s value. Only time will tell the true impact of Twitter's rebranding or if it can settle the ongoing branding issues. Amid all this, Hwang eagerly awaits a potential offer, marking an interesting subplot in the Twitter to 'X' rebranding saga.