Elon Musk’s Clumsy Twitter Rebrand to ‘X’ Falls Flat on Its Face

Something was going down outside Twitter headquarters on Monday afternoon.

Less than a day after owner Elon Musk changed the company’s logo from a decade-old internationally recognized symbol with sky-high brand awareness value to the letter ‘X,’ workers had moved in to start dismantling the building’s giant Twitter sign.

The only problem was that Musk hadn’t secured the correct permits for the crane now blocking the street, according to a witness at the scene. Officers with the San Francisco Police Department quickly arrived and started “shutting it down,” he tweeted. The half-finished removal operation left only the sign reading just “er.”

Read more at The Daily Beast.