Aug. 1 (Bloomberg) — Billionaire Elon Musk, who bought Twitter for $44 billion last October, recently rebranded the company as “X”. On Friday, the company installed an illuminated giant X logo on top of its headquarters building on Market Street in downtown San Francisco to show that the company is staying in San Francisco and won’t leave the city like some other businesses. In a post, Musk wrote: “Beautiful San Francisco, though others have turned their backs on you, we will always be your friends.”
However, the sign was not well received by neighbours, who complained that the sign’s lights were too harsh and disruptive. During the weekend, the San Francisco Department of Buildings received 24 complaints. Those who filed complaints said the sign, which was installed without a permit, was unsafe and a nuisance. Others complained that its flashing lights made it difficult for residents to sleep.
Some X users have also posted videos on the platform showing the glowing, pulsating and flashing effects of the giant X and expressed their displeasure with it. User @itsmefrenchy123 said that if the brightly lit sign was across the street from his bedroom, he’d “go ballistic.” User @DollyMarlowe wrote: “I’m just appalled at the lack of scruples.”
But the giant X sign didn’t stay up for long. On Monday, workers were seen removing the glowing X. A spokeswoman for the Department of Buildings said via email, “The property owner will be charged for installing the glowing structure without a permit.” Company X said the removal was voluntary. During the weekend, a Department of Buildings inspector wrote in a report that representatives of the company twice refused requests from city officials who wanted to inspect the sign. The inspector noted that one representative said the sign was temporary.
