Police recently intervened in an unexpected turn of events at Twitter’s headquarters when Elon Musk’s attempt to change the iconic sign outside the building was disrupted. The world-renowned entrepreneur had already managed to add “X” logos to Twitter’s website, but altering the sign proved to be a more complex endeavor.
On Monday afternoon, workers were seen attempting to remove the large “Twitter” lettering from the company’s prominent sign. However, the operation came to an abrupt halt when the San Francisco Police Department intervened, responding to reports of a potential unpermitted street closure. The police were primarily concerned about the significant worker lift, or “boom lift,” used to dismantle the letters and the traffic disruption it caused on the street.
The situation unfolded as employees at Twitter’s headquarters were left in the dark about the sign’s impending removal. Witnesses revealed that the workers tasked with the task were unexpectedly dispatched, without prior notice or explanation. The assumption is that the sign was set to be replaced with the new “X” insignia, which Musk had introduced as part of his rebranding of Twitter under X Holdings.
During the attempted removal, the worker lift was strategically parked in a lane reserved for through traffic, leading to significant congestion in the normally bustling part of San Francisco. As traffic began to back up, police took charge and redirected vehicles around the obstruction, effectively stopping the removal process before it was completed.
A statement from the San Francisco Police Department clarified that they found no criminal activity, and thus, it was not a police matter. However, the incident highlights the need for proper permits and communication when conducting such alterations to public property.
As of now, Twitter’s sign still displays its full name on one side, while the other side shows only the letters “er” remaining. The fate of the sign and whether Musk will have another opportunity to replace it with the “X” logo remains uncertain.
The incident serves as a reminder that even for high-profile figures like Elon Musk, following proper procedures and obtaining necessary approvals are essential when executing major changes to public spaces. It also sheds light on the importance of open communication with employees and the community, ensuring that such actions are well-received and coordinated appropriately. For now, Twitter’s iconic sign remains unchanged, and the enigmatic Elon Musk may need to reconsider his strategy to leave a lasting mark on the social media giant’s physical presence.