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The Kenya Times
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    Safaricom Ceo Peter Ndegwa During The Announcement Of The Company'S 2425 Financial Year Results. Photo Safaricom Plc

    Safaricom to Scrap Current Data Bundles Billing for All Its Customers

    President William Ruto Arriving In Yokohama City, Japan, For The Tokyo International Conference On African Development (Ticad 9) On August 19, 2025. Photo/Pcs.

    Ruto Announces Recruitment of Kenyans to Work in Japan

    Moses Kuria Says He Resigned Because Of Saba Saba Events, Denies Being Fired

    Moses Kuria Breaks Silence on Why He Resigned as Ruto’s Advisor

    Bunyore Girls High School History, Fees, Kcse Performance And Contacts

    Bunyore Girls High School History, Fees, KCSE Performance and Contacts

    Us Embassy In Kenya Main Entrance.

    US Issues Urgent Security Alert on Nairobi

    The 12Th Man Behind Harambee Stars’ Millionaire Dream

    The 12th man: How Fans Helped Harambee Stars Players Bag First Millions

    Details Of Ruto'S Call With Rubio Ahead Of U.s. Visit

    Details of Ruto’s Call With Rubio Ahead of U.S. Visit

    Unlocking The Digital Health Triangle: Transforming Uhc And Primary Care Through Technology In East Africa

    Unlocking the Digital Health Triangle: Transforming UHC and Primary Care through Technology in East Africa

    Govt Issues Notice To Students Over Ksh9.46 Billion Helb Disbursements

    Govt Issues Notice to Students Over Ksh9.46 Billion HELB Disbursements

    • Sci-Tech
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      A Photo Of Artificial Intelligence (Ai) Photo/ Sbs Cyber Security

      Kenya Ranks 8th in Africa for AI Readiness, Among Nations Set to Gain Ksh17 Trillion by 2030

      Screenshot/Apple/Tea Dating Advice

      Popular Women Dating ‘Tea App’ Hit With Massive Data Breach

      How To Withdraw Paypal Funds Through Safaricom M-Pesa App

      How to Withdraw PayPal Funds Through Safaricom M-PESA App

      Africa Has Seen A Growth In Ai Development From Being Merely A Consumer To Now Taking Up Space And Being A Creator And Innovator.

      Hard Truths on Tech, Education and AI in Africa

      Rarex Ceo And Managing Director James Durrant.

      Australian Firm Raises Ksh168 Million for Rare Earth Project in Kenya

      Roam Electric Motorbikes In A Warehouse

      Boda Boda Riders to Get Roam Electric Bikes for as Low as Ksh 25,000 in New Deal

  • Weather
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    Billionaire Bhimji Depar Shah (Second From Right) And His Associates.

    The Billionaires of Kenya: Meet Bhimji Depar Shah, Kenya’s Second Richest Man

    The Rounup

    Govt Seeks Ksh 64B from Diaspora Bond, Kenya in Trade Talks with US, Japan Eyes Free Deal with Kenya

    Afya Sacco Is Headquartered At The Iconic Green Afya Centre Building Along Tom Mboya Street Photo/Africa Real Estate

    Afya Sacco: Membership Requirements, Savings, Loans Options, And Interest

    President William Ruto Shakes The Hand Of Safaricom Ceo Peter Ndegwa After Meeting With The Telco And Banks Executives.

    No New Jobs as 1000 Kenyan CEOs Fear Trump’s Tariffs – CBK

    Nairobi Residents Walking Along The Streets.

    Most Kenyans Unable to Pay Bills in Coming Months; Here is Why

    Cbk Governor Kamau Thugge And Bank Notes. Photo/ Cbk

    CBK Invites Kenyans to Invest in Ksh 50B Treasury Bonds After Rejecting Costly Bids

    President Donald Trump

    Trump’s Tariffs Causing Global Retaliation and Consumers Will Pay the Price, Economists Say

    A Photo Collage Of U.s President Donald Trump And President William Ruto. Photo/White House/ State House.

    Kenya, US in High-Level Trade Talks Ahead of Ruto’s Visit

    I&Amp;M Group Posts Robust 36% Profit Growth, Hits Sh8.3Bn In Hy25

    I&M Group Posts Robust 36% Profit Growth, Hits KSh8.3 Billion in HY25

  • Health
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    • Mens Health
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    Ministry Of Health Cabinet Secretary Aden Duale.

    Private Insurers to Cover SHA Patients in New Deal

    Pumwani Maternity Hospital. Photo/ File

    Pumwani Hospital Fined Ksh7.5M After Woman Loses Baby, Uterus in 11-Hour Neglect

    Dr. Joseph Njagi, A Renowned Endometriosis Specialist A Surgeon, Says That Period Pain Among Girls And Women Should Not Be Ignored As A Normal Thing, As It May Signal A Symptom Of Endometriosis

    Understanding Endometriosis: Expert Breaks Down Causes, Symptoms and Treatment [VIDEO]

    Photo Of Kenyatta National Hospital (Knh). Photo/Knh

    KNH Responds After Patient Exposed Failed Kidney Transplant

    Nurses In Kisii County Down Tools Over Growing Frustrations

    Kisii County Health Services Paralyzed as Nurses Go on Strike

    Nairobi Hospital Loses 8 Major Insurers Over 61% Fee Hike

    Nairobi Hospital Breaks Silence After 8 Major Insurers Suspend Services

    Duale Suspends 40 Hospitals Over Sha Fraudulent Activities

    Duale Suspends 40 Hospitals With Immediate Effect

    Explained: Why Sha Cannot Cover Your Treatment Abroad

    EXPLAINED: Circumstances When SHA Cannot Cover Your Treatment Abroad

    Gates Foundation Invests Ksh322B To Revolutionize Global Women’s Health

    Gates Foundation Invests Ksh322B to Revolutionize Global Women’s Health

  • Law & Order
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    • Cyber Crime
    • Elections
    • Missing Persons
    New Twist In Govt'S Plan To Sell Kenya Pipeline Through Privatisation After Court Ruling

    Blow to Ruto as Court Issues Orders on Kenya Pipeline Sale

    Karura Win As Court Blocks Kenha 51-Acre Land Takeover

    Court Stops Govt from Grabbing Karura Forest

    Us President Donald Trump.

    US Special Agents Jet to Africa to Train Kenyan Officers

    Us Military Personnel Escort An Alleged Gang Member Deported By The Us.

    Trump to Deploy Military to Southern Caribbean Targeting Drug Cartels

    A Vehicle Set Ablaze By Assailants Following An Ambush In Morobo County, Central Equatoria State.

    Matiangi Freed by South Sudan Militia Weeks After Abduction

    The Late Tycoon Harry Veevers At Whitesands Along Kenya'S Coast.

    Court Ends 11-Year Inquest Into Mysterious Death of Billionaire Harry Veevers

    Govt Takes Action Against Man Who Assaulted Bella Comedy

    Govt Takes Action Against Man Who Assaulted Bella Comedy

    A Police Land Cruiser Surrounded By Locals At A Past Crime Scene.

    Suspect Escapes as Police Arrest Wife for Leverage

    A Screengrab From The Disturbing Footage Of Businessman Nicknamed Pavillion Assaulting Content Creator Bella Comedy.

    Ruto’s Advisor Demands Arrest of Man Captured Attacking Bella Comedy

  • Sports
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    • World Rally Championship
    The 12Th Man Behind Harambee Stars’ Millionaire Dream

    The 12th man: How Fans Helped Harambee Stars Players Bag First Millions

    Mookh Gives Way Forward On Kenya Vs Madagascar Tickets After Site Crashes

    Mookh Gives Way Forward on Kenya Vs Madagascar Tickets After Site Crashes

    Chan 2024: Kenya Vs Zambia Full Match Liveblog

    Kenya vs Zambia : Liveblog and Results for CHAN 2024 Match at Kasarani

    A Photo Collage Of Kenya Harlequin Fc And Kabras Sugar Players During Past Matches. Photo/Kenya Harlequin Fc. Christie 7S

    How Rugby Fans Can Watch Christie 7s Semi-Finals and Finals

    Chan 2024: All Possible Scenarios That Will Determine Top 2 In Kenya'S Group

    CHAN 2024: All Possible Scenarios That Will Determine Top 2 In Kenya’s Group

    Why Kenya Has Qualified For Chan Quarters But Must Win To Avoid Trip To Tanzania

    Why Kenya Has Qualified for CHAN Quarters But Must Win to Avoid Trip to Tanzania

    Morocco Vs Zambia Live Blog: Morocco Wins 3-1

    Morocco Vs Zambia Live Blog: Morocco Wins 3-1

    A Photo Of Cristiano Ronaldo And Georgina Rodríguez Photo/ Georgina Rodríguez Facebook

    The Real Reason Cristiano Ronaldo’s Engagement Has Saudi Arabia Talking

    How To Watch Kenya Vs Zambia Match Without A Ticket And Still Be Part Of The Action

    How to Watch Kenya vs Zambia Match Without a Ticket and Still Be Part of the Action

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    A Photo Collage Of Dama Wa Spares And Karangu Wa Muraya Photo/Dama Wa Spares

    Dama wa Spares Puts Karangu Muraya on the Spot Over Leaked Audio

    Nyamari Ongegu, Popularly Known As Nyashinski, A Kenyan Musician, Has Signed A Historic Recording Deal With Global Music Label Sony Music

    Kenyan Celebrated Artist Nyashinski Signs Historic Deal with Sony Music

    Bien Performing At A Concert

    Bien Sparks Speculation with Post After Mumbi Maina Quits Otile Brown’s Camp

    A Collage Of Lost State Of Mind Dancers (Right) And A Past Mind In Motion Performance. (Left)

    From Kamiti to Freedom: How ‘Lost State of Mind’ Is Healing Kenya’s Youth

    Karangu Muraya Apologises After Public Endorsement Of Sha

    Karangu Muraya Begs for Forgiveness Months After Endorsing Ruto’s Project

    Idd Aziz Leads Spotify List As Kenyan Music Goes Global

    Kenya’s Star Tops Spotify Global Chart as Local Artists Break Borders

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    A Photo Collage Of Julia Kumbelel Baringo, Nominated Mca At Her Grocery Shop Photo/Baringo Top News/Nyeri News

    Story of Julia Kumbelel: Class 8 Dropout Who Became MCA But Still Works As “Mama Mboga’

    Instant Effects Of Music On Your Brain, Experts

    Music vs Stress: How Music Affects Your Brain Instantly

    A Photo Of Marcelino Mário Bento ‘Prophet Elijah’ Photo/ Apóstolo Marcelino Mário Bento

    Story of Angola’s ‘Prophet Elijah’: Man, Who Has Lived on Liquids For Seven Years

    Members Of Nyoroma Self Help Group And Some Of Their Families Led By Their Chairman, Alex Muthama Break Into Song And Dance During The Handover Ceremony Of Their Bus Outside Equity Bank Kenya Rongai Branch.

    How Chama of Rongai Bodaboda Riders Made Millions and Bought a Matatu

    Tattoo Kenya

    Tattoos & Piercings Among Kenyan Youth: Art, Identity or Cultic Symbolism

    Waist Beads Among Nairobi Women: Meaning And Appeal

    Why Nairobi Women Are in Love with Waist Beads and Truth Behind the Trend

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    Understanding Hackathons And Why Kenyan Universities Should Adopt The Culture

    Understanding Hackathons and Why Kenyan Universities Should Adopt the Culture

    How Kenya’s M-Pesa And India’s Upi Are Reshaping Financial Inclusion Across The Global South

    How Kenya’s M-PESA and India’s UPI Are Reshaping Financial Inclusion Across the Global South

    You Want Democracy And Better Governance? Kenyans Must Be The Change That You Want To See

    You want Democracy and Better Governance? Be the Change That You Want to See

    Trump’s Alaska Summit With Russia Is Shaping Up To Be The Most Important Of His Second Presidency

    Trump’s Alaska Summit with Russia is Shaping Up to Be the Most Important of His Second Presidency

    Skill Education For Women In Egypt: Needs &Amp; Challenges

    Challenges That Women in Egypt Confront in Accessing Education

    Artificial Intelligence: How Ai Is Reshaping International Relations 

    Artificial Influence: How AI Is Reshaping International Relations 

    A Photo Collage Of The U.s President Donald Trump And South African President Cyril Ramaphosa. Photo/White House/Ramaphoza X.

    South Africa to Offer US a Revised Trade Deal

    A Photo Collage Of A Hand Writing On A Piece Of Paper Featuring The Chatgpt Logo. Photo/The Pen Company Blog/Openai.

    From Love Letters to Legal Loopholes, Kenya’s ChatGPT Obsession Just Got Dangerous

    Devolution In Kenya: Bridging The Gap Between Constitutional Vision And Political Reality

    Devolution in Kenya: Bridging the Gap Between Constitutional Vision and Political Reality

  • Behind The Brand
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    Safaricom Ceo Peter Ndegwa During The Announcement Of The Company'S 2425 Financial Year Results. Photo Safaricom Plc

    Safaricom to Scrap Current Data Bundles Billing for All Its Customers

    President William Ruto Arriving In Yokohama City, Japan, For The Tokyo International Conference On African Development (Ticad 9) On August 19, 2025. Photo/Pcs.

    Ruto Announces Recruitment of Kenyans to Work in Japan

    Moses Kuria Says He Resigned Because Of Saba Saba Events, Denies Being Fired

    Moses Kuria Breaks Silence on Why He Resigned as Ruto’s Advisor

    Bunyore Girls High School History, Fees, Kcse Performance And Contacts

    Bunyore Girls High School History, Fees, KCSE Performance and Contacts

    Us Embassy In Kenya Main Entrance.

    US Issues Urgent Security Alert on Nairobi

    The 12Th Man Behind Harambee Stars’ Millionaire Dream

    The 12th man: How Fans Helped Harambee Stars Players Bag First Millions

    Details Of Ruto'S Call With Rubio Ahead Of U.s. Visit

    Details of Ruto’s Call With Rubio Ahead of U.S. Visit

    Unlocking The Digital Health Triangle: Transforming Uhc And Primary Care Through Technology In East Africa

    Unlocking the Digital Health Triangle: Transforming UHC and Primary Care through Technology in East Africa

    Govt Issues Notice To Students Over Ksh9.46 Billion Helb Disbursements

    Govt Issues Notice to Students Over Ksh9.46 Billion HELB Disbursements

    • Sci-Tech
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      • Cyber Security
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      A Photo Of Artificial Intelligence (Ai) Photo/ Sbs Cyber Security

      Kenya Ranks 8th in Africa for AI Readiness, Among Nations Set to Gain Ksh17 Trillion by 2030

      Screenshot/Apple/Tea Dating Advice

      Popular Women Dating ‘Tea App’ Hit With Massive Data Breach

      How To Withdraw Paypal Funds Through Safaricom M-Pesa App

      How to Withdraw PayPal Funds Through Safaricom M-PESA App

      Africa Has Seen A Growth In Ai Development From Being Merely A Consumer To Now Taking Up Space And Being A Creator And Innovator.

      Hard Truths on Tech, Education and AI in Africa

      Rarex Ceo And Managing Director James Durrant.

      Australian Firm Raises Ksh168 Million for Rare Earth Project in Kenya

      Roam Electric Motorbikes In A Warehouse

      Boda Boda Riders to Get Roam Electric Bikes for as Low as Ksh 25,000 in New Deal

  • Weather
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    Billionaire Bhimji Depar Shah (Second From Right) And His Associates.

    The Billionaires of Kenya: Meet Bhimji Depar Shah, Kenya’s Second Richest Man

    The Rounup

    Govt Seeks Ksh 64B from Diaspora Bond, Kenya in Trade Talks with US, Japan Eyes Free Deal with Kenya

    Afya Sacco Is Headquartered At The Iconic Green Afya Centre Building Along Tom Mboya Street Photo/Africa Real Estate

    Afya Sacco: Membership Requirements, Savings, Loans Options, And Interest

    President William Ruto Shakes The Hand Of Safaricom Ceo Peter Ndegwa After Meeting With The Telco And Banks Executives.

    No New Jobs as 1000 Kenyan CEOs Fear Trump’s Tariffs – CBK

    Nairobi Residents Walking Along The Streets.

    Most Kenyans Unable to Pay Bills in Coming Months; Here is Why

    Cbk Governor Kamau Thugge And Bank Notes. Photo/ Cbk

    CBK Invites Kenyans to Invest in Ksh 50B Treasury Bonds After Rejecting Costly Bids

    President Donald Trump

    Trump’s Tariffs Causing Global Retaliation and Consumers Will Pay the Price, Economists Say

    A Photo Collage Of U.s President Donald Trump And President William Ruto. Photo/White House/ State House.

    Kenya, US in High-Level Trade Talks Ahead of Ruto’s Visit

    I&Amp;M Group Posts Robust 36% Profit Growth, Hits Sh8.3Bn In Hy25

    I&M Group Posts Robust 36% Profit Growth, Hits KSh8.3 Billion in HY25

  • Health
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    • Mens Health
    • Mental Health
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    Ministry Of Health Cabinet Secretary Aden Duale.

    Private Insurers to Cover SHA Patients in New Deal

    Pumwani Maternity Hospital. Photo/ File

    Pumwani Hospital Fined Ksh7.5M After Woman Loses Baby, Uterus in 11-Hour Neglect

    Dr. Joseph Njagi, A Renowned Endometriosis Specialist A Surgeon, Says That Period Pain Among Girls And Women Should Not Be Ignored As A Normal Thing, As It May Signal A Symptom Of Endometriosis

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    Photo Of Kenyatta National Hospital (Knh). Photo/Knh

    KNH Responds After Patient Exposed Failed Kidney Transplant

    Nurses In Kisii County Down Tools Over Growing Frustrations

    Kisii County Health Services Paralyzed as Nurses Go on Strike

    Nairobi Hospital Loses 8 Major Insurers Over 61% Fee Hike

    Nairobi Hospital Breaks Silence After 8 Major Insurers Suspend Services

    Duale Suspends 40 Hospitals Over Sha Fraudulent Activities

    Duale Suspends 40 Hospitals With Immediate Effect

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    Gates Foundation Invests Ksh322B to Revolutionize Global Women’s Health

  • Law & Order
    • All
    • Courts
    • Cyber Crime
    • Elections
    • Missing Persons
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    Blow to Ruto as Court Issues Orders on Kenya Pipeline Sale

    Karura Win As Court Blocks Kenha 51-Acre Land Takeover

    Court Stops Govt from Grabbing Karura Forest

    Us President Donald Trump.

    US Special Agents Jet to Africa to Train Kenyan Officers

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    Trump to Deploy Military to Southern Caribbean Targeting Drug Cartels

    A Vehicle Set Ablaze By Assailants Following An Ambush In Morobo County, Central Equatoria State.

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    Court Ends 11-Year Inquest Into Mysterious Death of Billionaire Harry Veevers

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    Govt Takes Action Against Man Who Assaulted Bella Comedy

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    Suspect Escapes as Police Arrest Wife for Leverage

    A Screengrab From The Disturbing Footage Of Businessman Nicknamed Pavillion Assaulting Content Creator Bella Comedy.

    Ruto’s Advisor Demands Arrest of Man Captured Attacking Bella Comedy

  • Sports
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    • Athletics
    • Basketball
    • Boxing
    • Cricket
    • Football
    • Formula 1
    • Golf
    • Rugby
    • World Rally Championship
    The 12Th Man Behind Harambee Stars’ Millionaire Dream

    The 12th man: How Fans Helped Harambee Stars Players Bag First Millions

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    Mookh Gives Way Forward on Kenya Vs Madagascar Tickets After Site Crashes

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    Chan 2024: All Possible Scenarios That Will Determine Top 2 In Kenya'S Group

    CHAN 2024: All Possible Scenarios That Will Determine Top 2 In Kenya’s Group

    Why Kenya Has Qualified For Chan Quarters But Must Win To Avoid Trip To Tanzania

    Why Kenya Has Qualified for CHAN Quarters But Must Win to Avoid Trip to Tanzania

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    Morocco Vs Zambia Live Blog: Morocco Wins 3-1

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    How to Watch Kenya vs Zambia Match Without a Ticket and Still Be Part of the Action

  • Entertainment
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    • Movies
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  • Lifestyle
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    • Disabilities Matters
    • Ethics & Religion
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    • Fashion
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    • Human Interest
    • Immigration
    • Personal Finance
    • Travel & Tourism
    A Photo Collage Of Julia Kumbelel Baringo, Nominated Mca At Her Grocery Shop Photo/Baringo Top News/Nyeri News

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    • John Mukum Mbaku
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    Understanding Hackathons and Why Kenyan Universities Should Adopt the Culture

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    How Kenya’s M-PESA and India’s UPI Are Reshaping Financial Inclusion Across the Global South

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    You want Democracy and Better Governance? Be the Change That You Want to See

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    Devolution in Kenya: Bridging the Gap Between Constitutional Vision and Political Reality

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The Kenya Times ~ Trending, Breaking News and Videos
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Why Dunkin’ and Lego Rebrands Succeeded – But X Missed the Mark

by Matthew Pittman
August 2, 2023
Reading Time: 9 mins read
So Far, Twitter’s Rebrand = X + Why? Lorenzo Di Cola/Nurphoto Via Getty Images

So far, Twitter’s rebrand = X + why? Lorenzo Di Cola/NurPhoto via Getty Images

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Twitter has swapped the fluffy bird that used to symbolize the social media platform for a spindly black X. Ditching the company’s well-known logo and changing its name to a letter often associated with danger, death and the unknown is only the latest user-aggravating step CEO Elon Musk has taken since he bought Twitter in October 2022 for US$44 billion.

But it’s the most visually jarring one.

The reaction has mainly been a mix of ambivalence, ridicule and scorn. For the most part, longtime Twitter users are unhappy at what they perceived as another unnecessary change that’s eroding their enthusiasm for the social media platform. It’s hard to find anybody praising the change so far, except perhaps some of Elon Musk’s most devoted fans. Twitter co-founder Jack Dorsey signaled that he was finding the uproar overblown.

I’m paying close attention to this corporate pivot because I’m a scholar of design who researches social media and brand campaigns. Logos and brand names change all the time and rarely cause this much commotion. But because these changes go deeper than most, I believe the risks of damage to the company are greater.

Today we say goodbye to this great blue bird

This logo was designed in 2012 by a team of three. @toddwaterbury, @angyche and myself,

The logo was designed to be simple, balanced, and legible at very small sizes, almost like a lowercase "e", a 🧵 pic.twitter.com/pogZnorRko

— martin grasser (@martingrasser) July 24, 2023

X’s clumsy design

X might strike you as a weird brand name, and the change may seem to have happened out of the blue, but Musk has long been smitten with the letter.

In 2000, the founders of PayPal ousted him as CEO for trying to change its name to “X,” his Tesla models are famously named S, 3, X and Y – which displayed together basically spell out the word “SEXY,” and one of his many children is named X on his birth certificate.

I would describe the new logo, submitted by a Twitter user, as a white-on-black, sans-serif X consisting of two strokes. It’s minimal and modern – and a stark departure from Twitter’s iconic blue-and-white bird. That shade of blue makes you feel calm and serene; black conveys sophistication and mystery.

And yet even people who know nothing about design are poking fun at the logo’s simplicity and unprofessional execution. To me, the logo looks suitable for a metaverse strip club or a dating app for robots.

If a good enough X logo is posted tonight, we’ll make go live worldwide tomorrow

— Elon Musk (@elonmusk) July 23, 2023

Facebook’s Meta journey

Oddball branding is hardly unusual for a big tech company.

When Facebook rebranded itself as Meta in 2021, it was part of a comprehensive, strategic and long-term plan. The transformation signified the company’s aspiration to shift from a social media platform to an enterprise focused on the metaverse.

While the goal of a vibrant metaverse remains more theoretical than imminent, the rebranding still gave Meta some momentum as it now seeks to shift its focus to artificial intelligence.

Meta’s rebranding highlights the importance of staying relevant and embracing innovation. The company discerned the changing landscape and demonstrated a willingness to adapt in response to shifting consumer needs and preferences. When it realized the metaverse wasn’t materializing, the company focused elsewhere.

Perhaps that openness to trying new things explains why the rollout of Threads, Meta’s new competitor for the social media platform formerly known as Twitter, is apparently off to a strong start.

A pile of characters removed from a sign on the Twitter headquarters building seen in San Francisco on July 24, 2023. AP Photo/Godofredo A. Vásquez

From dunking to Dunkin’ and rebuilding Lego’s brand

When Dunkin’ Donuts trimmed its name to Dunkin’ in 2018, the reception was mostly positive. Its customers seemed to get that the company wanted to move away from being closely associated with donuts – a high-calorie pastry with little nutritional value – and toward becoming a “beverage-led, on-the-go brand.”

That rebrand succeeded, and the company has also stuck with the slogan it adopted a dozen years earlier: “America runs on Dunkin’.”

Lego had another rebranding effort that business school students learn about as a model.

Lego was profitable, popular and beloved for the entire 20th century, but around 2003 its sales began to wane. Presumably, kids had too many other toys and digital devices to play with and simply didn’t have the time or patience to assemble small, colorful, plastic blocks anymore.

Undeterred, Lego conducted extensive market, ethnographic and psychological research to better understand how people in general, and children in particular, play with its wares. The company’s management realized that Lego products can be tied to just about anything.

Lego blocks are used both in original ways – kids make their own creations – and derivative ways, whether it’s recreating a pirate ship, or a dinosaur seen in a beloved movie.

So, the company began to partner with “Star Wars,” Nintendo, “Jurassic Park” and other brands to market special Lego sets. It also released a movie in 2014 that grossed nearly $500 million – boosting Lego sales and profits.

The Dunkin’ brand name and logo no longer includes the word ‘donuts.’ Gary Hershorn/Getty Images

BP rebrand crashed and burned; American Airlines had low altitude

Many corporate rebrands either don’t work or don’t do much to help their companies.

In 2000, BP changed its branding from British Petroleum to Beyond Petroleum.

Despite efforts to reposition itself as an environmentally responsible company, its actions revealed a contradictory truth. While BP reportedly invested over $100 million in the rebranding effort, it continued to spend billions more on oil exploration than renewable energy initiatives. BP abandoned the campaign a few years after its massive 2010 oil spill in the Gulf of Mexico.

After merging with US Airways in 2013, American Airlines rebranded away from its iconic 1968 logo, which had blue and red letters and an eagle between them symbolizing American power and ingenuity, to a sleek red-and-blue stripe with an abstract eagle beak separating the company’s colors.

The company called the new logo a “flight symbol.” Some design experts dubbed it a travesty. Despite the contention, the company retained the new look.

American Airlines adopted a logo in the late 1960s that endured for decades. AP Photo/Lynne Sladky

Ultimate fate of X

I doubt the X rebrand will succeed – and not just because I dislike the new name and logo.

There are some challenging legal issues with naming a major company a letter of the alphabet. The letter X’s use as a brand is already banned in certain countries because of its prevalence in pornography branding.

And the rollout has been messy on the company’s own website. Musk reportedly swiped the @x handle from its original user without offering any compensation.

The current logo for X seems to have been sourced from https://t.co/z1b7p2EoGM where it can be purchased for $30. pic.twitter.com/20GumujMNF

— Pop Crave (@PopCrave) July 24, 2023

What’s more, many users had already left the platform because of technical glitches and increased hate speech; the switch to X could make them less likely to come back and won’t make others more eager to stick around.

In Musk’s quest to create what he says will become an app that “does everything,” I believe that his X rebrand took Twitter one more step toward being good for hardly anything.The Conversation

Matthew Pittman, Assistant Professor of Advertising and Public Relations, University of Tennessee

This article is republished from The Conversation under a Creative Commons license. Read the original article.

Tags: BrandingElon MuskFacebookMarketingSocial MediaTwitterX

Matthew Pittman

My research interests revolve around social media and marketing communication strategy. I use mostly social scientific methods like surveys and experiments to understand how people can be persuaded to make good decisions in emerging media environments. My work has been published in Journal of Consumer Psychology, Journal of Interactive Marketing, Journal of Advertising, International Journal of Advertising, Journal of Consumer Marketing, Journal of Interactive Advertising, Computers in Human Behavior, Journal of Business Ethics, and others. It can be found on Google Scholar.

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