X updates terms and files countersuit to assert ownership of 'Twitter' trademark

TechCrunch
TechCrunch
6h ago
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X updated its terms and countersued to claim the "Twitter" trademark after a startup challenged its ownership.
X updates terms and files countersuit to assert ownership of 'Twitter' trademark
A What happened
Elon Musk's social network X revised its Terms of Service effective January 15, 2026, to explicitly state it continues to own the "Twitter" and "Tweet" trademarks and the bluebird logo. This follows a trademark challenge by Operation Bluebird, a startup that filed in December 2025 claiming X abandoned the Twitter brand after rebranding to "X." The startup has also been collecting user sign-ups for a new Twitter platform. X's countersuit aims to dismiss this claim and protect its intellectual property. The update signals the importance of legacy branding even after company rebranding and highlights ongoing legal battles over valuable social media trademarks.
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Key insights

  • 1

    Legacy brand value in tech rebranding: X's legal fight to retain the Twitter trademark despite rebranding reveals how legacy digital brands maintain strategic and commercial importance beyond name changes.

  • 2

    Trademark challenges as a competitive tool: Operation Bluebird's trademark petition and user sign-up efforts illustrate how challengers can leverage trademark law to attempt market entry or asset acquisition.

Takeaways

X's countersuit and updated terms aim to secure its rights to the Twitter trademark, maintaining its control over the brand despite rebranding efforts. The case reflects broader tensions in digital brand ownership and trademark law enforcement.

Topics

World & Politics Policy & Regulation