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.
