Chapter 1: The Impact of Logo Changes

When Elon Musk announced the transformation of Twitter's logo to "X", it sparked curiosity about the fate of the original emblem. Is the old logo still protected under trademark laws, or is it now available for anyone to utilize, perhaps even turning it into an NFT and cashing in like Jack Dorsey did with his first tweet?

Understanding trademark laws reveals that when a company or an individual secures a trademark for a name or logo, they gain control over how others can use these identifiers and can take legal action against any perceived misuse. Yet, change is a fundamental aspect of both life and business. As Warren G. Bennis aptly stated, “In life, change is inevitable. In business, change is vital.” Rebranding is a common practice for companies, sometimes involving a name change—think BackRub becoming Google or Cadabra transitioning to Amazon—or simply a logo update. Companies like Apple, Nokia, and Shell have all revamped their logos, and now Twitter joins their ranks.

What occurs when corporations decide to rebrand their logos? Here’s what I discovered:

Trademarked vs. Non-Trademarked Logos

Typically, organizations modify their logos incrementally rather than completely reinventing them. A full logo overhaul often coincides with a name change, as seen in some high-profile cases:

• Google: Originally named BackRub, its logo changed only when the name was updated to Google.
• Nike: Once Blue Ribbon Sports, the company rebranded as Nike, reflected in its logo.
• BlackBerry: Initially Research In Motion, the Canadian firm adopted the BlackBerry name in 1999 as it began manufacturing mobile devices.
• Best Buy: The company started as Sound of Music before rebranding to Best Buy.
• Pepsi: The soft drink began its journey as Brad's Drink, later renamed to Pepsi in the 1960s.

However, some firms have completely transformed their logos without altering their names:

• Apple: The original logo featured Isaac Newton under an apple tree, later replaced by the iconic Apple logo.
• Volkswagen: The early logo was a black circle with stylized letters "V" and "W," later simplified by removing the cogwheel.
• Motorola: The logo evolved from a simple text representation to the sleek "M" we recognize today (prior to its split in 2011).

An observable pattern emerges: companies that trademark their previous logos generally maintain their trademark rights even after a rebrand. For example, Nike retained its trademark for Blue Ribbon Sports, and Blackberry did the same with RIM. Conversely, companies that failed to trademark their earlier logos often lose those rights after a rebrand. BackRub, Apple’s original logo, Best Buy's initial branding, and Pepsi's first name all fell into this category.

Thus, the classification of companies based on their logo transitions can be summarized as:

1. Firms with non-trademarked old logos.
2. Firms with trademarked old logos.

Twitter transitioned from the former category to the latter.

The Twitter Logo(s)

When Twitter debuted in 2006, it was initially called Twttr, featuring a non-trademarked logo. This logo was short-lived, as both the name and logo evolved into trademarked entities soon after. Over the years, Twitter has introduced several notable logo changes, yet it has consistently trademarked its various logos post-Twttr.

According to Garben Law, Twitter holds over 80 trademarks, covering its former logos and significant terms like "Tweet," "Twitter Blue," and "Twitter Spaces." The most recent logo, the Twitter Bird, was registered in 2014 and renewed in 2020, indicating that Twitter is proactive about maintaining its trademark rights.

In the U.S., trademarks typically last for a decade and require renewal to remain valid. Legal experts recommend renewing trademarks before their expiration, a practice Twitter has adhered to. Although the original expiration for the Twitter Bird is set for 2024, the renewal in 2020 ensures it will remain a registered trademark until 2034.

Twitter has established guidelines governing the use of its logo, which will remain in effect as long as the trademark is active. Given the company's history of renewing its logos, it’s reasonable to conclude that the Twitter Bird will continue to belong to Twitter, remaining unavailable for public use anytime soon.

This video explains how to revert the Twitter app back to its original logo and name, removing the "X" branding.

A step-by-step guide on changing the Twitter icon on iPhones, ensuring users can customize their app experience.