Trademark Lawyer Predicts Legal Fights Ahead With Twitter's X Name Change

Social media platform could be embroiled in lawsuits over its 'X' brand for years, costing more, says Josh Gerben millions of dollars.

Josh Gerben, trademark lawyer at Gerben Intellectual Property, has suggested that the company formerly known as Twitter could spend more than $100 million to settle litigation over X's rebranding.< /p>

In a July 25 X thread, Gerben predicted that lawsuits against X related to trademark infringement could appear in courtrooms across the United States "in the coming weeks," with legal troubles on the international stage could be a "very big problem" for years to come. US-based companies, including Microsoft and Meta, already own similar "X" marks for various goods and services, and many more may have grounds for legal action against X.

“The setting aside of such a valuable asset [the bluebird] in favor of a new brand is unprecedented in history,” said Gerben. "If Elon had stuck with the Twitter brand, his company probably wouldn't have spent a dime justifying his Twitter brand on just about anything he wanted to do with the brand."

Former Twitter CEO Elon Musk has announced the rebranding will take place on July 23, with the company's signature blue bird replaced with a black and white "X" logo. X Corp is the parent company of Twitter, created by Musk in March. The platform's search bar still bears its former namesake at the time of publication, as does the blue "tweet" button and retweet counter.

Many on the platform criticized the rebranding as not being well thought out. Musk himself was unable to provide a definitive answer as to the new name from a retweet in a July 24 thread. He also has