BNR – The formerly called Twitter, X, is facing a fine from San Francisco city after putting an unlicensed sign on its Headquarters. The sign was a huge overly-bright X logo, that neighbours deemed annoying and invasive.

The X structure was up on Friday, as a celebration of the firm’s rebranding campaign. However, it resulted in over 24 complaints from residents living near the building.

San Francisco Authorities Demand Permit and Fine

On Monday, San Francisco authorities took down the structure and decided to fine X with a payment of building permits for the structure’s removal. They stated that the company did not obtain a licence for installing the structure and that they had to take it down.

Furthermore, lawmakers said in a statement that the company is further obliged to pay the cost of the Department of Building Inspection of the Planning Department’s probe. A request for comment or a remark from X Corp remains unanswered.

X Rebranding Met with Regulatory Hurdles

This was not the first time Elon Musk’s firm has faced issues when trying to implement changes to the HQ.

Previously, a plan to remove the old ‘Twitter’ logo had to be halted for legal reasons. The building, consequently, had only the letters E, R left.

There were many people complaining and raising questions about the viability of dumping such a mighty brand name. People have also rebuked killing off the bird logo which was among the most famous emblems in technology nowadays.

Elon Musk and X’s new CEO, Linda Yaccarino, desire to make X a Super application, a so-called “everything app”. They aspire to draw people to use the app more frequently and spend more time and money on it.

The only changes have been mainly aesthetic so far. The X logo took the place of the Twitter bird logo on both the platform’s web and mobile versions.