Twitters Signage Headaches: Rebranding, Pre-planning, and Miscommunications
In the world of branding, sign changes are as inevitable as they are necessary. But without proper planning, a brand change can morph into a dreaded 'zombie'—the old brand (dead to the company) lives on.
Today, we explore how one iconic brand's rushed rebranding effort hit all the typical roadblocks of poor signage planning. We will also explore why a
methodical approach to brand changes is so critical. Drawing from recent events, we turn our attention to the social media giant, Twitter, or should we say, "X"?
A Lesson from Twitter-X
The Rebranding Misstep in Permitting
Navigating the world of permits and regulations is a crucial step in the process of rebranding, particularly when it involves changes to physical structures like signs. Unfortunately, the freshly rebranded "X", formerly known as Twitter, learned this lesson the hard way.
Following a hasty logo change on their San Francisco headquarters, a Notice of Violation (NOV) was served to the company. In an interview, Patrick Hannan, a spokesperson for the city’s Department of Building Inspection, clarified why the NOV was issued:
“To ensure consistency with the historic nature of the building and to ensure the new additions are safely attached to the sign, the city requires a permit to approve new letters or symbols on a sign.”
This direct quote from the CNN article underlines the city's commitment to preserving the integrity and safety of its architectural history. This commitment is not unique to San Francisco; it is shared by municipalities across the country, which require permits for sign changes to maintain public safety and aesthetic standards.
Twitter’s mishap serves as a stark reminder that rebranding is more than just aesthetic alterations. It also involves navigating legal requirements and ordinances, even for tech giants like Twitter. Their oversight delayed the rebranding process, caused a PR debacle, and even put them at risk of fines. The violation was avoidable and underscores the importance of prior planning in any rebranding process.
A Tumultuous Tale
The Communication Chaos in Twitter’s Rebranding
Rebranding is as much about public relations as it is about aesthetic change. The messaging and communication involved in this process play a pivotal role in how it is received by the public, and a misstep in this area can lead to confusion and backlash.
When Twitter abruptly became "X," the company overlooked this critical aspect, and the result was nothing short of chaotic. Instead of clear messaging and engaging communication to smooth the transition, the public was left grappling with abrupt change and a bombardment of new visuals, with little to no explanation.
This miscommunication was felt across all of Twitter's channels. Users logged on to find a new logo, a new name, but the same familiar interface. They were still clicking on a "tweet" button; however, other aesthetic aspects of the app were changing. This created a cognitive dissonance that fueled confusion. The sudden change was not just about the logo or name; it affected the user experience as well, which should have been addressed in their communication strategy.
Additionally, Twitter (or "X") failed to leverage its platform to provide timely updates about the changes. The sudden rebranding was more of a shock than a pleasant surprise, leaving users, stakeholders, and even employees scrambling to make sense of it all. As the confusion grew, so did the backlash, demonstrating how critical effective communication is during such a transformative process.
A Guide for Smooth Rebranding
National Sign Team's Proven Pre-Planning Process
This turmoil could have been avoided with effective pre-planning, something we at National Sign Team hold in high regard. Our proven pre-planning process for sign programs consists of key steps: initial surveys, inventory of onsite signage, developing a brand book, manufacturing reviews and requirements, budgetary reviews, and setting project milestones. This comprehensive approach ensures that your rebranding is seamless, consistent, and resonates with your audience.
Schedule Your Meeting Today
Experience the National Sign Team Difference
Rebranding shouldn't be a headache. With the right team and the right process, it can be a revitalizing journey for your brand. Schedule a meeting with us today and get the sign program experience you deserve.
Call us at
727-859-1044 or shoot us an e-mail (mike@nationalsignteam.com), and let's bring your brand to life, one sign at a time.
Download our sample brand book template today and see what National Sign Team can do as your national sign company.
