Trademark attorney predicts legal fights ahead with Twitter’s rebrand to X
Josh Gerben, a trademark attorney with Gerben Intellectual Property, has suggested the company formerly known as Twitter could spend upward of $100 million in dealing with litigation as a result of the X rebranding.
In a July 25 X thread, Gerben predicted that lawsuits against X related to trademark infringement could appear in United States courtrooms “in the next few weeks,” with legal problems on the international stage likely to be a “very big issue” for years. U.S.-based companies including Microsoft and Meta already own similar “X" trademarks for different products and services, and many others may have grounds for a lawsuit against X.
“To cast aside an asset this valuable [the blue bird] in favor of a new trademark is unprecedented in history,” said Gerben. “If Elon had stuck with the Twitter brand, his company would likely not spend a dime to justify its Twitter trademark on just about anything he wanted to do with the brand.”
Former Twitter CEO Elon Musk announced the rebranding would be taking place on July 23, with the company’s iconic blue bird being replaced by a black and white “X” logo. X Corp is the parent company of Twitter, established by Musk in March. The platform’s search bar still bears its former namesake at the time of publication, as does the blue “tweet" button and retweet counter.
Many on the platform have criticized the rebranding as not well thought out. Musk himself was unable to provide a definitive answer as to the new name of a retweet in a July 24 thread. He has also hinted that users should expect to conduct their “entire financial world” on the X platform with plans to offer services affecting “half of the global financial system.”
The move is the latest controversy by one of the biggest
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