X officially replaced its sign on the San Francisco building formerly known as Twitter Headquarters Friday.
Workers put up the company’s new logo, a X, on the roof of the building Friday evening. Later in the night, a work crew also completed the removal of the letters and logo on the old Twitter sign attached to the side of the building.
The removal of the old Twitter sign started on Monday, but San Francisco police stopped the crew midway through the job over a lack of proper permits.
Even in the daytime from certain angles, people can spot an “X” standing on top of the Market Street.
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On Friday night, Elon Musk posted a video with the glowing letter X and the caption: “Our HQ in San Francisco tonight.”
And from the building across the street, a video shot by Christopher Beale was posted on social media Saturday. The video shows the bright glowing sign with the words: “Imagine no more. This is my life now.”
San Francisco resident Xavier Santiago said he has been following the changes on the social media platform.
“I guess it’s kinda like Facebook turning into Meta. They’re trying to be modern,” he said.
According to the department of building inspection’s website, the city of San Francisco opened an investigation about the big X sign that was allegedly installed without proper approval.
“You know, the sign is missing. So, a little sad. I guess it’s a new beginning for X, so that’s interesting,” said San Francisco resident Riley Walz.
The brand is expected to undergo major changes but not without challenges.
“I mean his goal is to change Twitter to something called a super app or the app of everything, where you can have e-commerce payment, communication like video and phone, besides microblogging. So, he is executing that plan,” said San Jose State University professor Ahmed Banafa. “The coming days will be very important to see what will be his next move, in a sense of how can he really bring the advertisers back.”
NBC Bay Area reached out to X and the San Francisco Department of Building Inspection Saturday but did not hear back.
