Why police intervened during the Twitter's changing office sign to 'X'?

Image credit : PR Week Twitter underwent a rebranding process recently and is now known as X, a significant departure from its iconic name and image. The company's decision to embrace Elon Musk's personal vision of coolness as the driving force behind the new identity marked a notable shift. However, the rebranding process was not without its share of drama. As part of the rebranding, the company planned to remove the Twitter sign from its headquarters located at 1355 Market Street in San Francisco. However, this routine operation took an unexpected turn when the police intervened, abruptly halting the removal process. Initially, it was reported that Musk had not obtained the necessary permit for the crane used in the removal, which led to police involvement. [caption id="attachment_188389" align="aligncenter" width="1280"] Image credit : Search Engine Journal[/caption] Subsequently, local authorities clarified that the police presence resulted from a misunderstanding. They had responded to a report of a possible unpermitted street closure near 10th and Market Street around 12:39 P.M. After investigation, it was determined that no crime had been committed, and the incident was not a police matter. According to information from the San Francisco Standard, it appears that someone from Twitter had a legitimate work order to remove the sign, but there was a failure to communicate with the building's security and property owner. Contrary to Musk's playful suggestion on Twitter Spaces, where he jokingly mentioned the demolition crew using blowtorches to cut the Twitter logo off the building, it seems that a more standard approach was taken during the removal process.

And soon we shall bid adieu to the twitter brand and, gradually, all the birds

— Elon Musk (@elonmusk) July 23, 2023

Also read : Elon Musk To Change Twitter Logo From Blue Bird To X Twitter, or rather "X," keeps moving forward with its new identity despite the controversy around the rebranding and sign removal. Don't take this opportunity for granted, CEO Linda Yaccarino wrote in a company memo, “Please don’t take this moment for granted. You’re writing history, and there’s no limit to our transformation. And everyone, is invited to build X with us.”