The city of San Francisco has initiated an investigation into the installation of a massive "X" sign atop the downtown building that was formerly the Twitter headquarters. The owner, Elon Musk, is in the process of rebranding the social media platform and replacing its iconic bird logo.
According to city officials, altering letters or symbols on buildings or adding signs require permits for safety and design purposes. The appearance of the "X" sign came after San Francisco police intervened on Monday, preventing workers from removing the old branding. The police cited safety concerns because the workers had not properly secured the sidewalk to protect pedestrians from falling debris.
To ensure consistency with the building's historic character and secure attachment, any replacement letters or symbols also require a permit. Patrick Hannan, spokesperson for the Department of Building Inspection, emphasized the need for planning review and approval for the installation of the sign.
Elon Musk, who purchased Twitter for $44 billion last year, revealed a new "X" logo to replace the iconic blue bird. As part of his rebranding efforts, Musk renamed Twitter's corporate entity as X Corp. His fascination with the letter "X" is well known, as evidenced by one of his children having a name composed of various letters and symbols.
The investigation initiated by the city aims to address concerns regarding the installation of the "X" sign. In the meantime, a worker performed adjustments on the sign from a lift machine before departing.