The popular microblogging platform Twitter has officially changed its main account to “X,” amid reports that the company could face major challenges in the future. Anyone attempting to visit Twitter’s former official account will now find it inactive, as the platform has moved to the X account. Twitter has also updated its other primary accounts: “Twitter Blue” is now known as “X Blue,” while “Twitter Support” has become “X Support.” Although the company is working to remove all branding associated with its former name and replace it with X, signage displaying the new brand was removed from its San Francisco headquarters because the company had not obtained the required permit. Sources cited by Bloomberg say Twitter could face significant legal and financial issues as a result of its rebrand to X. The move may present a substantial challenge for a company whose advertising revenue had already fallen by more than 50% following an advertiser pullback. Hundreds of companies, including Microsoft and Meta, own trademarks featuring different versions of the letter “X.” This could open the door to lawsuits and other legal disputes arising from Twitter’s rebranding. Shubha Ghosh, a law professor at Syracuse University, expressed surprise at Twitter’s decision to adopt the relatively generic letter X, noting that the choice could create legal complications and potentially expose the company to litigation. Even if Twitter successfully addresses these legal challenges, it still faces considerable commercial risks by abandoning a globally recognized brand. Some analysts estimate that the name change could erase billions of dollars in brand value, which had already been weakened by earlier controversies. Ultimately, legal and marketing experts believe Twitter’s challenges will extend beyond the legal implications of its rebrand. The platform must also contend with the rise of Threads and increasing competition from other technology companies.