The iconic "X" that once adorned San Francisco's skyline has disappeared, marking the end of an intriguing chapter. Following a weekend of mounting complaints and sharp criticism, the social media giant now known as X, formerly Twitter, has decided to remove the enormous illuminated logo that graced the rooftop of its San Francisco headquarters
The installation of the luminous X emblem provoked a range of reactions, from adulation to aversion. According to reports, the city's building department fielded a total of 24 complaints shortly after the placement of the X signage on the downtown San Francisco office's rooftop. Local residents and denizens of social media alike voiced their discontent with the logo's glaring luminosity, which some found to be obtrusive.
Our HQ in San Francisco tonight pic.twitter.com/VQO2NoX9Tz
— Elon Musk (@elonmusk) July 29, 2023
In a fascinating turn of events, Elon Musk had recently given his word that the renamed company would maintain its roots in San Francisco. Despite the city's perceived challenges, labeled by Musk as a "doom spiral," and the departure of other corporations, he asserted the firm's commitment to its headquarters location.
While sharing his sentiment on Twitter, Musk stated, "Many have offered rich incentives for X (formerly known as Twitter) to move its HQ out of San Francisco. Moreover, the city is in a doom spiral with one company after another left or leaving. Therefore, they expect X will move too. We will not. You only know who your real friends are when the chips are down. San Francisco, beautiful San Francisco, though others forsake you, we will always be your friend."
Ex-X: After only 3 nights, the 'X' sign on top of Twitter's headquarters in San Francisco that pulsated light right into nearby apartments has been taken down. https://t.co/Mg2qXwkqyX pic.twitter.com/nYsVWsUc7c
— ABC7 News (@abc7newsbayarea) July 31, 2023
The city's Department of Building Inspection verified the removal of the contentious sign, and the property owner is slated to face fines for the installation of the illuminated structure without proper permits. X has clarified that the decision to take down the conspicuous signage was voluntary, as indicated in a report by Reuters.
A spokesperson from the Department of Building Inspection stated, "This morning, building inspectors observed the structure being dismantled. The property owner will be assessed fees for the unpermitted installation of the illuminated structure."
Reports from the weekend have also brought to light an incident where a Department of Building Inspection inspector, seeking to assess the illuminated logo, was denied access to the roof by company representatives. According to the inspector's report, one representative asserted that the sign was temporary in nature. The unfolding drama of X's logo underscores the intricate dynamics at play between corporate branding, community feedback, and regulatory compliance.
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