X, previously often called Twitter, has formally retired its well-known blue and white chook emblem.

The icon on the cellular app modified to an “X” late Friday night time within the newest part of a sweeping rebrand the platform’s proprietor Elon Musk announced earlier this month. The corporate beforehand launched the brand on the net and launched the area X.com, although Twitter.com additionally stays stay.

Musk, who acquired the platform for $44 billion late final yr, wrote in a publish Sunday that the corporate would quickly “bid adieu to the twitter model and, steadily, all of the birds.” The transition from Twitter to X displays Musk’s imaginative and prescient to show the platform into what he has referred to as an “all the things app.”

He shared a video of a big new X emblem glowing on high of the corporate’s headquarters early Saturday.

Metropolis officers in San Francisco opened an investigation into the corporate Friday for allegedly putting in the signal with out correct approval, in response to the Division of Constructing Inspection’s web site. The division filed two energetic complaints Friday with the descriptions “Structure on roof without permit” and “Unsafe sign” on the deal with for X’s headquarters.

In a single criticism, a metropolis official stated they visited the constructing and requested firm representatives for entry to the roof. The official was denied entry and instructed the construction is “a brief lighted signal for an occasion.”

San Francisco’s Division of Constructing Inspection and X didn’t instantly reply to CNBC’s request for remark.

The Tesla CEO has lengthy been enamored with the letter “x.” SpaceX, Musk’s rocket producer, additionally options an X as its emblem, and Musk not too long ago launched a brand new artificial intelligence startup called xAI, with the lofty purpose to “perceive the true nature of the universe.”

However undoing years of branding behind Twitter’s blue chook is a transfer that enterprise analysts consider risky. The corporate has already struggled to retain advertisers as Musk’s modifications to the location have led some to worry it is not a safe place for brands to market.

Musk not too long ago hired former NBCUniversal advertising executive Linda Yaccarino as CEO, seen as a transfer to assist reassure advertisers.

In an e-mail to workers Monday obtained by CNBC’s Sara Eisen, Yaccarino wrote that X will develop experiences in video, audio, messaging, banking and funds that may “delight” customers. She added that she and Musk plan to work throughout each staff to maintain the “whole group updated.”

“Time to replace.,” Yaccarino wrote in a post in regards to the cellular app’s emblem change Friday.

Disclosure: NBCUniversal is the mum or dad firm of CNBC.