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Elon Musk unveils bold rebranding: Twitter’s iconic blue bird replaced by white ‘X’

Elon Musk, CEO of Tesla, surprises the world by rebranding Twitter with a minimalist white X logo.

He aims to revitalize the struggling platform and create an “everything app” like China’s WeChat.

Despite mixed reactions, Musk remains determined to transform Twitter into a global marketplace for ideas and opportunities.

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SAN FRANCISCO, UNITED STATES: In a surprising move, Elon Musk, the tech magnate and CEO of Tesla, has unveiled a dramatic rebranding of the social media giant Twitter.

On Monday (24 Jul), Musk and Twitter’s new chief executive, Linda Yaccarino, announced the replacement of the iconic blue bird logo with a minimalist white ‘X’.

This decision comes as part of Musk’s accelerated efforts to revitalize and transform the struggling platform since he took over as CEO nine months ago.

Musk’s fascination with the letter X dates back 24 years when he founded X.com, which later became PayPal despite his initial objections. His space exploration company is called SpaceX, and earlier this year, the parent company of Twitter was renamed X.

Musk updated his Twitter bio to “X.com,” which now redirects to twitter.com, signifying the platform’s new identity.

Describing the new logo as “minimalist art deco,” Musk also challenged the public to embrace the change in terminology. Instead of “tweeting” or “tweet,” a post on the platform will now be referred to as “an X.”

Since acquiring Twitter, Musk has been vocal about his vision to create an “everything app” similar to China’s WeChat, which combines social media, messaging, and payments into one comprehensive platform.

He believes that by emulating WeChat’s usability and utility in daily life, Twitter can achieve immense success.

The projection of the new logo onto Twitter’s San Francisco headquarters on Sunday night marked the official introduction of the rebranding. Yaccarino, a former advertising sales executive at NBCUniversal, expressed her excitement about the future of the platform, stating that “Powered by AI, X will connect us in ways we’re just beginning to imagine.”

However, the logo change was met with mixed reactions, with some expressing nostalgia for the old blue bird logo, which had become a symbol of the social media age.

Martin Grasser, one of the original designers of the blue bird logo, highlighted its intentional simplicity, balance, and legibility even in small sizes. Twitter founder Jack Dorsey responded to Grasser’s comments with an emoji of a goat, indicating his belief that the blue bird logo was the “greatest of all time.”

Critics of the rebranding, including Esther Crawford, a former head of product at Twitter, compared the move to “corporate seppuku,” a reference to the Japanese ritual suicide for samurais. Such drastic changes, she warned, are often the result of new management’s lack of understanding of the core business or disregard for the customer experience.

Despite the backlash, Musk remains undeterred. Since acquiring Twitter for US$44 billion last October, he has observed a significant decline in the platform’s advertising revenue.

To address this, Musk is shifting focus towards building a subscriber base and exploring new revenue models. However, the introduction of charges for previously free services and the return of previously banned right-wing accounts have also faced resistance from users and advertisers.

With around 200 million daily active users, Twitter continues to face challenges, including technical failures and content moderation issues. Its competitor, Meta’s Threads platform, has already garnered up to 150 million users since its recent launch. Still, its user engagement has shown signs of decline in recent weeks.

Elon Musk’s bold rebranding move aims to position Twitter as a global marketplace for ideas, goods, services, and opportunities.

Only time will tell if the X logo will become as iconic and synonymous with Twitter as the beloved bluebird it replaced.

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Taiwan’s FSC rejects CTBC Financial’s bid to acquire Shin Kong Financial, favoring Taishin’s merger plans

Taiwan’s Financial Supervisory Commission rejected CTBC Financial’s tender offer to acquire Shin Kong Financial, raising concerns about its plan, while Taishin Financial moves closer to a merger with Shin Kong. Both companies have scheduled shareholder meetings for 9 October.

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On 16 September 2024, Taiwan’s Financial Supervisory Commission (FSC) rejected an application from CTBC Financial Holding Co. to launch a tender offer for Shin Kong Financial Holding Co., potentially clearing the path for Taishin Financial Holding Co. to proceed with its proposed merger with Shin Kong Financial.

Jean Chiu, vice chairperson of the FSC, stated at a press conference that CTBC Financial failed to provide a comprehensive implementation plan for the acquisition. CTBC had proposed acquiring between 10% and 51% of Shin Kong Financial’s shares initially, with plans to later fully integrate the company.

However, the FSC raised concerns over CTBC’s lack of detailed provisions on how it would manage various potential outcomes, particularly if it failed to secure full control of Shin Kong.

Additionally, the FSC highlighted gaps in CTBC’s understanding of the financial health of Shin Kong’s life insurance subsidiary, as well as a lack of firm commitments regarding raising the capital size of this subsidiary.

This uncertainty, combined with the method of payment proposed by CTBC—using a mix of cash and its own stock—raised concerns that the tender offer could negatively affect shareholders due to potential fluctuations in CTBC’s stock price during the transaction process.

CTBC’s proposal, announced on 20 August, included an offer of NT$4.09 (US$0.13) per share in cash and an exchange of 0.3132 CTBC shares for each Shin Kong share, amounting to NT$14.55 (US$0.46) per share. This bid was labeled by Taishin Financial as a hostile takeover attempt, as Shin Kong Financial’s board had not approved the offer.

In response, Taishin Financial, which has been vying for Shin Kong through a merger, revised its stock swap offer on 11 September.

The new offer included 0.672 Taishin shares plus 0.175 preferred shares for each Shin Kong share, translating to NT$14.18 per share—closer to CTBC’s offer. Taishin had earlier disclosed on 22 August its original plan to offer 0.6022 shares of its stock per Shin Kong share, which amounted to NT$11.32 (US$0.36).

Chiu emphasized that tender offers based on stock payments are rare in Taiwan, with only six cases since the 2002 revision of tender offer regulations.

She referenced Fubon Financial Holding’s acquisition of Jih Sun Financial in 2023, where cash was used instead of shares, to highlight how tender offers have traditionally been handled in the local market.

Chiu concluded by stating that although Taiwan’s financial market operates on free-market principles, takeovers should avoid disrupting market order and respect corporate stability.

Taishin Financial and Shin Kong Financial are set to hold a special general meeting on 9 October to secure shareholder approval for their merger plan, which will then require the FSC’s endorsement.

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Times Bookstores to close after nearly four decades in Singapore

Times Bookstores will cease operations in Singapore after nearly four decades, with its final outlet at Cold Storage Jelita closing on 22 September 2024. The closure is seen as being attributed to high rents, low sales, and rising operational costs, reflecting challenges faced by physical bookstores in Singapore.

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Times Bookstores will end its operations in Singapore after nearly 40 years, as its last remaining outlet at Cold Storage Jelita on Holland Road is set to close on 22 September 2024.

In a farewell statement posted on Instagram on 16 September, the English book retailer, established in 1978, invited customers to visit the store one final time. “Our happily ever after has finally come,” the post read. “It is with both a heavy heart and a sense of fulfilment that we announce the closure of Times Bookstores.”

The closure of Times Bookstores has been anticipated for several years. The company, owned by regional consumer group Fraser and Neave Limited, closed its branches in Plaza Singapura and Waterway Point in February 2024.

The shutdowns triggered a discussion in Singapore’s literary community about how to better support bookstores.

Struggles Facing Book Retailers

Times Bookstores has been affected by increasing rent, low sales, and rising operational costs. The Covid-19 pandemic exacerbated its challenges, with the business quietly closing outlets at Marina Square and Paragon in 2021.

A key warning came in 2019 when the retailer closed its 8,000 sq ft Centrepoint branch, once one of Singapore’s largest bookstores.

These closures reflect a broader struggle for physical bookstores in Singapore. Rising rent, higher goods and services taxes (GST), and increasing printing costs have driven book prices up, making it difficult for traditional retailers to compete.

Popular bookstore also shut its Marine Parade outlet on 18 June 2023, citing similar reasons, while Books Kinokuniya closed its JEM branch on 9 May 2022 due to slow sales and rental costs.

Future of Singapore’s Bookstores

Following the closure of Times, few large bookstore chains remain in Singapore. Books Kinokuniya, the largest bookstore in Singapore, continues to operate its flagship store at Takashimaya Shopping Centre.

According to a spokesperson from Toshin Development Singapore, cited by the Straits Times, Kinokuniya remains a key tenant, though no specific renewal dates were disclosed. The spokesperson added that Kinokuniya continues to engage with the landlord regularly to appeal to patrons and remain in trend.

Although Times Bookstores will no longer have physical stores in Singapore, its book distribution business, which supplies books from international and local publishers to other retailers, continues to operate.

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