Twitter Trademark Battle Heats Up

X Corp., the company behind Twitter’s rebrand to X, is taking legal action against the new startup Operation Bluebird. The lawsuit, filed this week, alleges that Bluebird is attempting to “steal” Twitter’s trademarks, despite X’s ongoing ownership of the brand. This comes after Bluebird petitioned the US Patent and Trademark Office to cancel X Corp.’s claims to the “Twitter” and “Tweet” trademarks, arguing the rebrand constituted abandonment.

X Corp. insists this isn’t the case, highlighting that millions of users still recognize the platform as Twitter. “Twitter never left and continues to be exclusively owned by X Corp.,” the lawsuit states. Users still refer to posts as “tweets,” and some websites continue displaying Twitter’s iconic bird logo when linking to X.

Operation Bluebird’s Bold Move

Operation Bluebird recently filed a trademark application for the Twitter name and launched a website called Twitter.new. The startup has begun taking reservations for account handles, signaling plans to establish a new social platform. X Corp. claims these efforts are misleading users and unfairly trading on the goodwill of the Twitter brand.

According to the lawsuit, Bluebird’s design choices—including logo, name, and color scheme—closely mirror Twitter’s original branding. X Corp. warns this could create confusion, with users assuming an affiliation that doesn’t exist. The complaint emphasizes the potential reputational damage caused by Bluebird’s actions.

X Corp. Defends Its Rights

X Corp. stresses that the rebrand to X does not constitute abandonment of its trademark rights. Despite the shift, the “twitter.com” domain still drives significant traffic—over four million users accessed the site as recently as December 11, 2025. The company argues that the ongoing recognition of its brand demonstrates continued use and ownership.

Legal experts note that trademark disputes often hinge on public perception. In this case, evidence that users still refer to the platform as Twitter could strengthen X Corp.’s position. Maintaining consistent brand recognition is crucial when defending intellectual property against emerging competitors.

Why This Lawsuit Matters

The case highlights the growing tensions between established tech giants and startups seeking to capitalize on well-known brands. Trademark law exists to prevent consumer confusion and protect brand equity, but the rise of social media and digital platforms adds complexity to these disputes. X Corp.’s lawsuit could set important precedents for how trademarks are treated during rebrands.

If Operation Bluebird succeeds in challenging X’s ownership, it could trigger a cascade of similar attempts by other startups to reclaim or repurpose legacy brand names. Conversely, a victory for X Corp. would reaffirm the protections afforded to companies undergoing rebranding while maintaining their original audience.

User Impact and Public Perception

For millions of social media users, the controversy may cause confusion. People continue to associate the platform with Twitter, regardless of the X branding. The lawsuit emphasizes how deeply brand identity is tied to user habits, from familiar logos to common terminology like “tweets.”

Experts suggest that clarity in branding and communication is critical during such disputes. Maintaining public trust while navigating legal battles can influence user retention and platform growth. X Corp.’s argument hinges on proving ongoing use, which is backed by both traffic data and user behavior.

What’s Next for X and Bluebird

The legal process could take months, with the USPTO’s review of trademark claims running concurrently. X Corp. is seeking to prevent Operation Bluebird from using the Twitter name and related marks, while Bluebird aims to establish itself as a new social network.

Observers are watching closely, noting that the case may signal broader implications for tech companies undergoing rebrands or launching new platforms. The outcome could influence how trademarks are defended or challenged in the rapidly evolving social media landscape.

The Broader Tech Implications

This lawsuit underscores the strategic importance of intellectual property in the digital era. Companies like X Corp. rely on trademarks not just for legal protection but as a cornerstone of brand loyalty and recognition. Startups, meanwhile, see opportunities in legacy brands that still hold value in public consciousness.

As this case unfolds, the tech world will be paying attention. Beyond legal arguments, the battle represents a clash between innovation, legacy brands, and the power of public perception—a fight that could shape the future of social media branding for years to come.