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Around 12AM ET last night, Twitter owner Elon Musk started tweeting \u2014 and did so for hours \u2014 about the Twitter rebrand to X, the one-letter name he\u2019s used repeatedly in company and product names forever. It started with a tweet<\/a> saying \u201csoon we shall bid adieu to the twitter brand and, gradually, all the birds,\u201d followed by a second tweet<\/a> adding that \u201cif a good enough X logo is posted tonight, we\u2019ll make go live worldwide tomorrow.\u201d<\/p>\n<\/div>\n Musk then, over the next several hours, gestured at the change in between other posts and replies, tweeting things like \u201cDeus X,\u201d<\/a> or replying<\/a> to other users talking about it. At one point, he joined a Twitter Spaces session<\/a> called \u201cNo one talk until we summon Elon Musk,\u201d and sat silently for almost an hour before unmuting and confirming he would be changing Twitter\u2019s logo tomorrow, adding \u201cwe\u2019re cutting the Twitter logo from the building with blowtorches.\u201d<\/p>\n<\/div>\n The letter \u201cX\u201d has been on just about everything Musk has touched for the last two-plus decades. X.com was the original name for Paypal; it\u2019s in his SpaceX company name; it\u2019s in the name for the Tesla SUV; and he has said he wants to turn Twitter into \u201cX, the everything app.\u201d<\/a> Maybe that\u2019s what he\u2019ll do with the X.com domain name he bought back from Paypal<\/a> in 2017.<\/p>\n<\/div>\n Finally rebranding the site will be the clearest declaration yet that this is no longer the same social network that it was before Musk purchased it last year. But it\u2019s far from the only change in the Musk era of Twitter<\/a>. <\/p>\n<\/div>\n We have reached out to Twitter for comment. An auto reply said, \u201cWe\u2019ll get back to you soon.\u201d<\/p>\n<\/div>\n