Police contacted X headquarters after Twitter’s rebranding to prevent workers from removing the banner

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A Francisco police officer was called to Twitter’s headquarters on Monday to stop construction workers from removing the building’s sign after Elon Musk renamed the social media platform an “X.”

On one side of the building, only the blue bird and the letters “A” remain.

Twitter has held offices at 10th and Market Street in San Francisco since 2012 but it’s not clear if the building’s owners will allow the remaining Twitter trademark to be removed.

It comes as Twitter owner Elon Musk on Monday unveiled a new X logo for the social media giant, killing off the iconic blue bird symbol. The logo was displayed on the company’s building Monday evening.

Police at the scene at Twitter HQ after dismantling the sign

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The new logo, a white “X” on a black background, was widely criticized by users with the “GoodbyeTwitter” hashtag on the platform.

Musk on Sunday revealed the new logo for the first time on Sunday, telling users: “Soon we will be introducing a view of the Twitter brand and, gradually, all the birds.”

The entrepreneur, the world’s richest man, said he hopes to create an “everything app” called X.

Musk bought x.com back from PayPal in 2017, saying it had “sentimental value”. Musk co-founded x.com as an online bank in 1999 which later morphed into PayPal.

The platform’s official Twitter page has been renamed to “X” and the domain x.com is now associated with Twitter.

Since Musk’s takeover of Twitter, the company has faced turbulent times with layoffs, a sharp decline in the number of advertisers, and the meteoric rise of Threads, a Twitter meta competitor.

Linda Iaccarino, former advertising director at NBCUniversal, has been named CEO of Twitter in an effort to reverse the decline in the social media giant’s ad revenue.

Ms. Yaccarino, who began publishing on June 5, said the new X app will “go so far as to transform the global city square.”

She said: “X is the future state of unlimited interaction – centered around voice, video, messaging and payments/banking – creating a global marketplace of ideas, goods, services and opportunity.

“Powered by artificial intelligence, X will connect us all in ways we are just beginning to imagine.”

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