Twitter owner Elon Musk announced Sunday that the app’s world-renowned bird logo would be changed to an «X» later that day.

Musk had said the change would happen on Monday, but hours later he tweeted that the «Interim X logo will be released later today.»

Early Sunday, Musk posted a short video of a blinking «X.» Later, in a Twitter Spaces audio chat, he answered «Yes» when asked if he would change the logo.

«Yes, we are cutting the Twitter logo out of the building with torches,» he told an unknown speaker.

On Sunday afternoon the web address, a domain returned to Musk in 2017 after it was abandoned under the merger that became PayPal, it was redirected to Twitter.

The switch from bird images to all capital letters will be the latest big change since it bought Twitter for $44 billion last year.

Musk tweeted that the idea of ​​changing the logo to «X» is «To embody the imperfections in us, everything that makes us unique».

“And soon we will be saying goodbye to the Twitter brand and gradually to all the birds,” Musk wrote.

On Sunday, Twitter CEO Linda Yaccarino said the rebranding will usher in a major twist for the microblogging platform, which she said will become a marketplace for «goods, services and opportunities» powered by artificial intelligence.

«It’s an exceptionally rare thing, in life or in business, to get a second chance to make another great impression,» the boss tweeted. «Twitter made a big impression and changed the way we communicate. Now, X will go further, transforming the global city square.»

He continued: «X will connect us all in ways we’ve only just begun to imagine.»

musk put new curfews in your digital plaza this month, a move that drew harsh criticism that it could alienate more advertisers and undermine its cultural clout as a tastemaker.

The higher tweet view threshold is part of an $8-per-month subscription service Musk launched this year to boost revenue. Revenues have been slashed since he took over the company and laid off roughly three-quarters of the workforce to cut costs and avoid bankruptcy.

In May, Musk hired Yaccarino, then NBC Universal’s president of advertising and partnerships, to run the platform.

Attracting advertisers is essential for Musk and Twitter after many fled in the first months after his inauguration, fearing he would damage his brands in the encircling chaos. Advertisers have cut spending in part because of changes Musk has made that have allowed more hateful and hateful content to flourish. to offend a broader part of the platform’s audience.

Musk said in late April that the advertisers had returnedbut did not provide details.

Twitter also faces competition from the new Meta app, Threads, released this month. It has been seen as an alternative for those who have been bitter on Twitter.

Threads is billed as a text-based version of Meta’s photo-sharing app Instagram, which the company says offers «a new, separate space for real-time updates and public conversations.»

In the first five days of its release, 100 million people signed up for Threads, Instagram boss Adam Mosseri told Threads.

jason abruzzese and denis romero contributed.