Twitter Brand Returns in New X Competitor

A group operating as Operation Bluebird has launched Twitter.now, a new social media service that aims to revive the branding and logo of the original Twitter. The platform is targeting users who miss the look and feel of the pre-X era of the social network now owned by Elon Musk.

Twitter.now features a logo reminiscent of the iconic blue bird, drawing inspiration from Twitter's 2012 iteration. The service's error page includes a nod to the old "fail whale" graphic, reinforcing the nostalgic theme. The site explicitly states it is "not affiliated with X Corp." while retaining key visual elements of the classic Twitter brand.

Operation Bluebird states that it is not attempting to recreate the old platform but rather to offer a different user experience. It includes familiar features such as handles, retweets, and replies. The service also incorporates an automated fact-checking feature called Vera, powered by Google's Gemini AI, to address concerns about misinformation.

Co-founder Stephen Coates, a former Twitter trademark counsel, has said the site is not an attempt to rebuild the old platform. Instead, it emphasizes principles such as protecting freedom of speech but not "freedom of reach," and fair application of rules, stating "No one is above the rules." The entity is engaged in a legal dispute with X Corp, which alleges Operation Bluebird is attempting to steal the Twitter brand. Operation Bluebird contends that X has abandoned its trademarks.

Amidst reports of X's declining user base and the growth of competing platforms like Meta's Threads, Twitter.now seeks to appeal to users seeking a return to the public square social media experience that existed before Musk's acquisition and the rebranding to X.