Elon Musk’s X, the social media platform formerly known as Twitter, is now embroiled in a legal dispute over its use of the “X” trademark. A lawsuit filed in a California federal court by PR firm Multiply claims that X is infringing on its trademark rights, creating confusion in the marketplace.
According to the complaint, Multiply alleges that X’s adoption of the “X” logo for its social media services directly competes with Multiply’s established brand. The PR firm argues that Musk’s rebranding of Twitter to X has led to significant confusion among its clients and prospects, many of whom are shared with X Corp.
Multiply, which has been using the “X” branding since 2019 and owns a federal trademark for its logo, asserts that it had no option but to take legal action to protect its intellectual property. A representative from Multiply accused Musk of “shamelessly” appropriating their established identity.
X Corp. has not yet responded publicly to the lawsuit. This legal skirmish is the latest in a series of trademark conflicts facing Musk’s rebranded platform. Previously, X was also targeted in a separate infringement case by marketing firm X Social Media.
Multiply is seeking a court order to halt X Corp’s use of the “X” trademark and is also pursuing monetary damages. The case, titled DB Communications LLC d/b/a Multiply v. X Corp., is being heard in the U.S. District Court for the Northern District of California.
In the world of rebranding and trademark disputes, this case adds another chapter to the ongoing saga surrounding the transition of Twitter to X.
