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In late July, Elon Musk announced the company known as Twitter would undergo an "X" rebrand. With the rebrand came the scrapping of the iconic blue bird associated with Twitter, along with questions about whether certain posts would still be called "tweets" or "retweets."

"X" is here. However, this rebrand continues to garner intensely negative reactions. Some people have vowed to still refer to the platform as Twitter and their posts as tweets. Others are stating the "X" rebrand lacks the friendly and communicative vibes associated with Twitter and its iconic bird symbol.

Another common response to the rebrand is stating the "X" layout and especially its mobile app seems to resemble a pornographic website, rather than a social media platform used by the masses.

However, roadblocks against "X" extend far beyond negative feedback from folks on social media.

Trouble in San Francisco

In keeping with rebranding efforts, Musk had a flashy "X" sign set up at the company's headquarters in San Francisco. Though it caused some immediate problems.

For starters, officials in San Francisco hit the building's owner with fines, noting that the "X" sign lacked the necessary permits before going up.

To make matters worse, community members also complained. They said the symbol of Twitter's rebrand proved to be an eyesore, due to its high brightness levels.

Additional concerns raised dealt with potential safety issues with the sign's physical positioning, along with two dozen complaints sent to the San Francisco Department of Building Inspection.

As a result of all these issues, the "X" sign eventually came down. Though before its removal on Monday, local officials went to company headquarters, cautioning the owner about the symbol's positioning and the consequences for any failure to adhere to mandatory permits.

More issues to come with this rebrand?

News of "X" coming down from the company's headquarters continues to trend in both mainstream news and on social media.

Some of Musk's harshest critics have even suggested that all of this boils down to a stunt for attention, rather than a serious and calculated business decision.

Despite the overwhelmingly negative feedback, Musk has shown no sign that he plans to undo or walk back this controversial rebrand.