Social media platform X Corp, formerly known as Twitter, has been hit with a trademark lawsuit.

The filing in a Florida court by X Social Media, an advertising agency focused on mass-tort litigation, said it had already suffered loss in revenue that correlates with X Corp’s rebrand and use of the mark ‘X.’

X Social Media was founded in 2015 by Jacob Malherbe and began using the X social media mark with its distinctive and dominant letter ‘X’ to signify the "beginning of a life-changing journey towards justice."

The filing continued: “It is highly probable this reverse confusion will continue to X Social Media’s financial detriment and to the detriment of the consumers who use and benefit from its services.”

The filing went on to note that X Corp’s adoption of the X mark exemplified “exceptional wilful conduct” as it had a legal duty to conduct due diligence and avoid infringing the existing rights of X Social Media.

“X Corp was well aware of its legal duty and chose to pursue its “X” mark agenda over avoiding consumer confusion and harm to X Social Media,” it added.

Twitter began its rebrand to X over the summer when it began to remove the brand’s eponymous blue bird logo from its website.

At the time, Twitter chief executive Linda Yaccarino, who was appointed to the role in May, posted a lengthy twitter thread about what the new logo would mean.

“There’s absolutely no limit to this transformation,” she said. “X will be the platform that can deliver, well...everything.”

She continued: “X is the future state of unlimited interactivity. Centred in audio, video, messaging, payments/banking – creating a global marketplace for ideas, goods, services, and opportunities. Powered by AI, X will connect us all in ways we’re just beginning to imagine.”

National Technology News has reached out to X for comment.

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