Elon Musk’s plans to keep his messaging platform, formerly known as Twitter but now named X, in San Francisco has stirred up discontent among city officials and residents alike.
The company recently placed a massive glowing “X” logo on the roof of its Market Street headquarters, much to the annoyance of neighbors who complained about the intrusive lights. San Francisco’s Department of Building Inspection (BID) investigated the structure, adding to the controversy of the display.
The decision to erect the glowing “X” logo came after Elon Musk, the billionaire who acquired the company in October, announced his commitment to keeping the newly named firm in San Francisco. Despite the city facing challenges like job cuts in the tech sector, the departure of significant retailers reduced tourism, and rising crime and homelessness, Musk expressed his support for the city in a post, declaring, “Beautiful San Francisco, though others forsake you, we will always be your friend.”
However, not all San Franciscans welcome Musk’s friendship with open arms. Locals captured videos over the weekend showing the giant “X” logo glowing, pulsing, and strobing, with some residents expressing their frustration over the intrusive lights. The idea of having such a luminous sign near their homes drew criticism, and Twitter users voiced their concerns about the lack of consideration.
The controversy further escalated as San Francisco’s Department of Building Inspection initiated an investigation into the structure, suspecting potential violations of permitting rules. According to a BID inspector, company representatives twice denied roof access to BID officials seeking to inspect the logo. The representatives claimed the sign was temporary, but the investigation continued.
Adding to the confusion, last Monday, the removal of the Twitter signage from Musk’s office was interrupted by San Francisco police. The removal work had to be halted because the necessary work order, apparently obtained by X, had not been communicated to security or the landlord, leading to misunderstandings and a call to the police.
Consequently, only one side of the double-fronted sign was partially removed, leaving the other side, with the blue bird logo and an “er,” intact.