Elon Musk rebranded Twitter as X over the weekend — a name that has long been one of his favorites.
But focus groups thought the name sounded "seedy," according to Musk biographer Walter Isaacson.
Musk wanted the company to be rebranded either as X.com or X-PayPal, but his fellow executives disagreed.
Several of Musk's brands among his slate of companies include the letter X, including SpaceX and the more recent company xAI.
Over the weekend, he changed the company's logo from the iconic blue bird to a white letter X against a black backdrop.
Persons:
Walter Isaacson, Elon Musk, Musk, Peter Thiel, Max Levchin, Max Chafkin, Chafkin, Isaacson
Organizations:
Elon, PayPal, Service, Twitter, musing, SpaceX
Locations:
Wall, Silicon