Twitter‘s newly-rebranded X headquarters new, bright sign has been removed. The sign was installed July 29th, reportedly without proper permits. The San Francisco Department of Building Inspection said they received 24 complaints over the weekend regarding the sign. The complaints all share the same concerns over structural safety, and strobing illumination.
Elon Musk‘s rebranding plan included changing signage on the building. He also failed to get the proper permits needed to make changes to the headquarters building. The city of San Francisco launched an investigation into the giant X installed on the downtown building, finding no permits.
The rebrand is a hot mess at best, and a desperate midlife crisis at worst. Seriously, how many times can someone build without proper permits and not face serious consequences? Sure there will be fines that need to be paid, but does that really matter to a billionaire?
Many people traveling the downtown area of San Francisco during the weekend pointed out how ridiculously bright the sign was. Several of the official police reports were from residents of the apartment building across the street. Most compared the illumination to being “brighter than natural sunlight.” One can only imagine how anyone living near the headquarters felt about the strobing effect happening at all hours. If the complaints filed are anything to go by, its more than likely the sign was viewed in a negative light.
X representatives (and Musk) have yet to comment on the situation.
