Comparing the Twitter, X, and Threads logos
Comparing the Twitter, X, and Threads logos
Published on
9 October 2023

To evaluate the recent Twitter/X rebranding, this Logo Test compares the Blue Bird icon with the new X and competitor Threads icons.


The logo serves as a fundamental cornerstone of a brand’s identity. In July 2023, Elon Musk announced the rebranding of Twitter as ‘X.’ To evaluate this rebranding, a Logo Test was performed to compare the new X icon with the previous Blue Bird Icon and the competitor Threads icon.

Standard Assessments of Logo Test

Overall, the Blue Bird icon outperforms the X and Threads icons in all key metrics by a wide margin. It’s worth emphasising that the new X logo ranked at the bottom in terms of originality.

Company perception and emotion

In terms of company perception, more respondents identified the Blue Bird icon as the logo belonging to a USA or Canada based Media/Entertainment or Internet company when compared to the other logos. In addition, respondents also associated the logo with positive emotions like happiness, contentment, and calmness, in contrast to the X and Thread logos, which exhibited a stronger association with confusion.

Open-ended feedback

The AI summaries of respondents’ open-ended feedback explained the clear preference for the Blue Bird logo over the X logo. This preference was attributed to the Blue Bird logo’s high recognisability and its long-standing association with the brand.

Check out the full report to learn more, or get started with testing your logos.


Read these articles next:

State of the Consumer Product 2019

State of the Consumer Product 2019

We explore the top consumer product trends in 2019 across several markets, covering: Digital Disruption, Sustainability, Health, Online Habits, Chinese Market.

View article
Study highlights: vitamin supplement usage in elderly

Study Highlights: Vitamin Supplement Usage in Elderly

With a growing ageing population, it is increasingly important to acknowledge health concerns for the elderly. We would like to understand older people’s current usage of vitamin supplements to gain a clearer image of their needs as consumers.

View article
Getting the most out of open-ended questions

How to get the most out of open-ended questions

Open-ended questions should be part of any research project as they can gather in-depth and rich insights from your target audience. Learn more about open-ended questions and getting the most out of them for your projects.

View article