June 17, 2024

Police Crash Elon Musk’s Attempt To Remove Twitter Building Sign

  • Elon Musk’s sweeping rebranding of Twitter to “X” took effect on Monday.
  • As the new logo appeared on the site, efforts were underway to destroy Twitter’s sign in San Francisco.
  • Police looked into a “possible unauthorized street closure,” an SFPD representative confirmed to Insider.

Elon Musk pulled the “X” logos from the Twitter site apparently overnight, but it may take a while longer to change the sign outside his company’s headquarters.

The police showed up on Monday evening during efforts to remove the letter “Twitter” from the huge sign that was stuck to the building.

The issue, it seems, is the crane that was being used to take the letter down and the space it took up on the street.

The San Francisco police department stopped work Monday afternoon and spoke with workers tasked with removing the sign, according to the San Francisco Standard. The letters “er” were still standing amid the break, the outlet reported.

A crane was used to remove some of the letters from the Twitter sign on the company's San Francisco office building.

A crane was used to remove some of the letters from the Twitter sign on the company’s San Francisco office building.

Justin Sullivan/Getty Images



SFPD told Insider that officers attended a report of a “possible unauthorized street closure,” as a crane was used outside Twitter’s headquarters in the city to remove some of the letters from the Twitter sign. The officers “were able to determine that no crime had been committed, and that this incident was not a police matter,” the statement continued.

A representative for the SFPD declined to comment beyond the statement. ​​​​​​​An inquiry sent to Twitter’s press address received the automated response, “We’ll get back to you shortly,” and a representative could not be reached for comment. Shorenstein, the building’s owner, declined to comment.

Employees were not notified that the sign would be removed, two people familiar with the company told Insider. “A big crane” simply showed up and started to dismantle the sign, one of the people said. The assumption is that it will be replaced by the new name “X” that Musk is using to rebrand Twitter, which became part of his X Holdings earlier this year.

Photo showing San Francisco Police near the crane used to dismantle some of the letters in the SF Twitter office sign.

San Francisco Police stand next to the crane used to dismantle some of the letters in the SF Twitter office sign.

Justin Sullivan/Getty



From the Market Street office, employees could see that the crane was blocking traffic on the cross street, a normally bustling part of San Francisco. The crane was parked in a lane normally reserved for through traffic, and at points caused traffic to back up. When the police showed up in the early afternoon, they began directing traffic around the crane, one of the people familiar said.

Because of the disturbance, police stopped the removal of the signage before it could be completed, the person said.

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