Elon Musk’s social media company X has filed a lawsuit to prevent a startup from acquiring rights to the “Twitter” trademark, according to an article titled “Elon Musk’s X Sues to Block Startup from Acquiring Twitter Trademark” published by Startup News FYI on December 18. The legal action highlights X’s efforts to retain ownership over the legacy branding associated with the platform formerly known as Twitter, despite its rebranding to X earlier this year.
Filed in a U.S. district court, the suit reportedly targets a small tech startup which had begun the legal process of seeking registration for the “Twitter” trademark for its own commercial use. According to the Startup News FYI report, X argues that although the company no longer operates under the Twitter name, the brand continues to hold immense commercial and cultural value and remains identifiable with the platform in the minds of consumers. The lawsuit asserts that relinquishing control of the Twitter name could lead to consumer confusion, reputational harm, and potential dilution of the brand’s historical significance.
The legal filing comes amid broader efforts by X—under Musk’s ownership—to reshape the identity and business model of the platform, expanding it into a more comprehensive technology ecosystem encompassing communications, payments, and artificial intelligence tools. The transition from Twitter to X has been notable both for its ambition and for the controversy surrounding Musk’s overhaul of the company’s infrastructure, workforce, and community policies.
Trademark experts note that while companies can abandon trademarks through disuse, continued public recognition and association with a trademark can allow a firm to retain control of its use in certain contexts. X is reportedly arguing that the public still heavily associates “Twitter” with its platform, even if the name is no longer in official use. The company maintains that this lingering brand association justifies their legal standing in the matter.
The response from the startup at the center of the suit has not yet been made public. The case is expected to test how courts interpret trademark law in the context of high-profile corporate rebrandings and the residual value of legacy branding.
Legal analysts say the outcome may have broader ramifications for tech companies undergoing rebranding efforts while attempting to preserve their former identity’s intangible assets. For Musk’s X, the lawsuit underscores a larger strategy: even as it sheds the old name, the company is not prepared to let go of its past branding without a legal fight.
