Yesterday, the rooftop of the San Francisco headquarters of the tech firm previously known as Twitter saw the removal of a significant ‘X’ after the company locked horns with city officials. The tech firm had recently undergone a rebranding, and the ‘X’ sign was an embodiment of Elon Musk’s attempts to reshape the beleaguered social media titan into a representation of the alphabet’s 24th letter.
However, the newly installed ‘X’ rapidly sparked outrage amongst local inhabitants. Their chief concerns centered around the intense, pulsating lights emitted by the sign during nighttime, coupled with fears over the sign’s stability as it jutted out over the building’s edge.
The San Francisco Department of Building Inspection and City Planning recorded a total of 24 grievances concerning the ‘X’ sign, with complaints targeting its ‘structural safety and illumination,’ according to Patrick Hannan, the agency’s communication director. This morning saw city inspectors monitoring the sign’s deconstruction.
According to Hannan, the landlord of the office building leased by ‘X’ will bear the expenses of securing permits for both the sign’s installation and removal, along with the city’s investigative charges. A building inspector’s initial effort to verify the sign was thwarted when the tech firm denied rooftop access. An ‘X’ representative placated the inspector by insisting the sign was a ‘temporary fixture for an event.’
However, the city remained undeterred. A subsequent attempt by an inspector to inspect the sign was similarly rejected. The city responded by issuing ‘X’ a violation notice, emphasizing the need for the appropriate permits for the sign.
Upon receiving a query from AFP regarding the complaint, ‘X’ reverted with an automated message promising a ‘soon’ response. Amidst the backlash, Musk exhibited nonchalance, responding with a laughing emoji to an ‘X’ user’s post concerning the city’s dispute with him over the new sign.
Musk discarded Twitter’s globally recognized bird logo as part of his rebranding efforts. He aspires to transform the company into a ‘super-app’ modeled after China’s WeChat. His ambitious vision encompasses a platform offering not only social media but also messaging and payments services.
Twitter’s advertising business has witnessed a decline since Musk’s $44 billion acquisition last October. Critics attributed this to Musk’s managerial approach and his decision to conduct mass layoffs, consequently undermining content moderation. Musk has, however, been striving to establish a subscriber base and payment model in pursuit of fresh revenue streams.
Former Twitter employees have filed a federal civil lawsuit against the company, alleging that Musk had no intentions of covering rent or severance packages expenses. The billionaire’s lawyer allegedly took a disparaging tone toward San Francisco, contending the city’s living conditions did not warrant rent payments.
The climax of the saga was the removal of Twitter’s logo and bird emblem due to permit issues.
Source: Malay Mail