Musk says Twitter will change its logo to the “X” from the bird. Changes can come as early as Monday.

Elon Musk plans to change the logo of Twitter to an “X” from the bird, marking what will be the last major change since he bought the social media platform for $44 billion last year

In a series of posts on his Twitter account that began just after 12 noon ET, Twitter’s owner said he wants to make the change worldwide as soon as Monday.

“And soon we will say goodbye to the twitter brand and, gradually, all the birds,” Musk wrote on his account.

Earlier this month, the billionaire Tesla boss imposed new curfews on his digital town square, a move that drew sharp criticism that it could drive away more advertisers and undermine its cultural influence as a trendsetter.

The higher tweet view threshold is part of an $8 per month subscription service that Musk launched earlier this year in an effort to boost Twitter revenue. Revenue has fallen sharply since Musk took over the company and laid off about three-quarters of its workforce to cut costs and avoid bankruptcy.

In May, Musk hired longtime NBC Universal executive Linda Yaccarino as Twitter’s CEO.

Luring advertisers is crucial for Musk and Twitter after many fled in the first months of his takeover of the social media platform, fearing damage to their brands in the enveloping chaos. Advertisers have cut back on spending in part because of changes Musk has made that have allowed more hateful content to flourish and offended a broader segment of the platform’s audience.

Musk said in late April that the advertisers had returned, but gave no details.

Musk’s move to change Twitter’s logo to an “X” also comes as Twitter faces new competition from Meta’s new app, Threads, launched earlier this month. It has been seen as an alternative for those who have been buzzing on Twitter.

Threads is billed as a text-based version of Meta’s photo-sharing app Instagram that the company has said offers “a new, separate space for real-time updates and public conversations.”

In the first five days of its launch, 100 million people had signed up for Threads, according to a post on Threads by Instagram CEO Adam Mosseri.

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