A giant flashing X on top of the Twitter headquarters has been dismantled after attracting the ire of disgruntled neighbours in San Francisco.
The new logo had been lighting up people’s homes in high rises opposite the headquarters of the social media giants formerly known as Twitter attracting 24 official complaints.
Workers have now been seen dismantling the large flashing letter just days after it was erected on Friday.
The Elon Musk-owned company, which has been rebranded as X, had removed the Twitter sign and iconic blue bird logo from the building last week.
That work was temporarily paused because the company did not have the necessary permits. For a time, the “er” at the end of “Twitter” remained up due to the abrupt halt of the sign takedown.
The move followed a post from Musk, the enigmatic billionaire who acquired the company in October for $44 billion, announcing the newly named firm would remain in San Francisco despite what he termed the city’s recent “doom spiral, with one company after another left or leaving.”
“Beautiful San Francisco, though others forsake you, we will always be your friend,” Musk wrote.
But the big X didn’t stay long.
“This morning, building inspectors observed the structure being dismantled,” a spokesperson from the city Department of Building Inspection said by email on Monday. “The property owner will be assessed fees for the unpermitted installation of the illuminated structure.”
X said the removal was voluntary.
Locals over the weekend recorded video of the giant X glowing, pulsing and strobing, with some criticising its “intrusive” lights.
X user @itsmefrenchy123 said they would be “LIVID” over the bright logo, imagining it “right across from your bedroom.”
The X sign is already down from twitter HQ.
— Stop Cop City (@JoshuaPHilll) July 31, 2023
Like all of Musk’s great ideas, he had to walk it back within 72 hours. pic.twitter.com/Zp1sB6p2IN
“I’m just astounded at the flagrant lack of consideration for anyone ever,” wrote X user @DollyMarlowe.
Over the weekend a Department of Building Inspection inspector wrote in a report that company representatives denied roof access, twice, to city officials seeking to inspect the logo.
The inspector noted one representative said the sign was temporary.
