On Sunday, Twitter Inc owner Elon Musk indicated his determination to steer the social media company in a new direction through a major rebranding effort that involves replacing the well-known blue bird logo with an X. This decision comes after Musk acknowledged that advertisers have been slow to return, leading to a significant drop in advertising revenue, leaving Twitter’s cash flow in a negative state due to its heavy debt load.

The proposed logo change, however, was not immediately visible on the website on Sunday evening. Musk’s recent admission of the decline in advertising revenue and the need for a fresh direction for Twitter led to concerns about the potential impact on the platform’s original and once fiercely loyal user base. Mike Proulx, research director at Forrester, stated that this move could further alienate those users.

Musk took to Twitter on Sunday to engage with his millions of followers, seeking their input on the change. He shared a picture of a stylized X against a black outer space-themed background, hinting at the forthcoming transformation of the Twitter brand and a gradual farewell to all bird-related elements.

Late Sunday afternoon, Twitter’s new CEO, Linda Yaccarino, tweeted about the significance of this opportunity to make a new and lasting impression, recognizing Twitter’s past impact on global communication while expressing confidence in the potential of the X rebranding to take the platform further.

Since Musk’s acquisition of Twitter in October, the company has already undergone significant changes, including a name change to X Corp. This reflects Musk’s ambition to create a “super app” akin to China’s WeChat.

In April, the Twitter logo had a temporary replacement with Dogecoin’s Shiba Inu dog, which coincided with a surge in the cryptocurrency’s market value.

Twitter has faced criticism from both users and marketing professionals when Musk announced limitations on the number of tweets per day various accounts could read.

During Musk’s tumultuous tenure at Twitter, Threads, a rival service owned by Meta Platforms, saw rapid growth, crossing 100 million sign-ups within five days of its launch on July 5.