After rebranding itself as X and distancing from its bird-themed origins, Elon Musk’s social media company is now embroiled in a trademark battle it once seemed eager to avoid. X, now under Musk’s xAI ownership, has quietly revised its terms of service to include references to Twitter. This move coincides with the company’s efforts to resist a challenge from a startup, Operation Bluebird, aiming to revive the Twitter brand.
Operation Bluebird, co-founded by Stephen Coates, a former Twitter general counsel, has initiated legal actions to cancel X’s ownership of Twitter trademarks. They seek to utilize the Twitter brand for future endeavors, including a social media platform at twitter.new. This strategic move aligns with Musk’s prior intentions to move away from the Twitter identity after acquiring it in 2022.
Despite the rebranding efforts, X still maintains legal ties to the Twitter trademarks, as highlighted in the updated terms of service effective January 16, 2025. The company asserts its exclusive ownership of the Twitter marks, emphasizing its continued control over the brand. In response, Operation Bluebird remains steadfast in its pursuit, citing trademark law to challenge X’s claim.
The legal dispute between X and Operation Bluebird signals a potential showdown over the rights to the Twitter brand. While Operation Bluebird garners public support and user interest, the outcome of this battle remains uncertain. The startup’s bold challenge may have prompted X to defend its trademark holdings more assertively, underscoring the evolving dynamics in the social media landscape.