A big 'X' sign that blinked brightly was installed on the roof of the company's downtown San Francisco headquarters. The former Twitter had 24 complaints and a violation notice for lack of a necessary permit. Local residents found the intrusive lights emitted from the sign annoying at night, with some concerned about structural safety and illumination. Some questioned its secure anchoring to the roof as well.

The decision came after billionaire Elon Musk, the owner who bought the company in October, said that the newly known firm would remain in San Francisco under whatever name despite what has been happening to the city. Yet he expressed his support for such a big X.

Videos of the giant glowing and pulsating ‘X’ went viral on the internet, with users criticizing a lack of courtesy for anyone living close by. They complained about the bright logo right across from their bedsides.

The San Francisco Department of Building Inspection and City Planning responded, and the structure was removed voluntarily. The company representatives denied roof access to city officials seeking to inspect the sign, saying it was temporary. The incident prompted questions about its visual impact and safety on the building.