X symbolism is quite the opposite. By being so different,it signals radical change for Twitter.
We may think simple things in logos and shapes are random and meaningless,but they rarely are. Instead,they are shortcuts to deeper meaning. Shapes and colours are often an arrow to the subconscious mind and pull together a range of established associations.
Semiotics,the study of signs and symbols,can help us to better understand these associations. The practice is increasingly being used by major brands to leverage those subconscious references.
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In recent years,we have worked with organisations such as NAB and IOOF to study the semiotics of their brand assets,namely the star and the egg. We can only speculate about Elon Musk’s reason for liking X.
It could be a classic rebranding strategy that comes when businesses are under pressure – and Twitter certainly fits the bill with advertising revenue reportedlydown 50 per cent and its advertising portal traffic down more than 20 per centas Meta rival Threads claims the title offastest-growing app of all time.
Musk,Twitter’s controversial new owner,certainly has a penchant for X,between his business SpaceX,the place-holder name for his “everything app” and his son whom heperplexingly named X Æ A-12 in 2020.