Elon Musk, the owner of X, is not wasting any time with the platform’s logo design, as he recently abandoned Twitter’s iconic blue bird symbol.

The new black-and-white logo, featuring white lettering on a black background with slightly bolder lines, appeared on X’s homepage briefly, but Musk soon changed his mind.

He expressed his dislike for the thicker bars and stated that the logo will evolve over time.

This quick shift in branding is not unusual for Musk, who recently surprised many by ditching Twitter’s brand and adopting a new look for X. Despite the rapid changes, experts have questioned the logic behind Musk’s decision to give up Twitter’s well-known logo and its brand equity in favor of a completely new design. Some have compared it to the infamous 1980s marketing blunder, “New Coke.”

Additionally, concerns have been raised about potential adverse effects on advertisers who may be wary of Musk’s numerous changes. Estimates suggest that the name change from Twitter to X may have erased billions of dollars in brand value. However, Musk remains unfazed, confidently stating that X will become the most valuable brand on Earth.

The rebranding has sparked various opinions and discussions, including a critical analysis piece from CNN’s media reporter Oliver Darcy, who referred to X as a “zombie platform” and a “disfigured shell of its former self.” In response, Musk humorously questioned why CNN is still alive. It’s evident that Musk’s vision for X is ever-evolving, and the platform’s logo and brand identity may continue to see changes in the future.