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.

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.

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.

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.