When X Does NOT Mark the Spot

We had to collect ourselves a little bit before we tackled the rebrand that’s been on everyone’s minds: the picot from Twitter to X. Normally, we like to showcase rebrands and logo updates that are steps in the right direction, and show a company is keeping up with the items, as inspiration for our own work and to inspire our blog readers. This article from pimpmytype.com does a really great job of explaining why the X redesign is a failure, and not in a judgemental way. This fairly deep dive into the choices made and why they were poor ones serves as a great reminder the next time you’re faced with a rebrand, either your own or one you’re hired to do!