Twitter, now under the control of Elon Musk has begun rebranding itself as simply X.

The change will allegedly begin with a logo but become far reaching as Musk changes the branding and identity of the site. Changing the logo and name of the site would do away with over 15 years of brand recognition started when the site launched in 2006.

The change is more than just rebranding and the domain “x.com” now directs to the Twitter frontpage. Musk himself even reportedly said he has sent his last email from the twitter.com domain.

No concrete reason for the change has yet been given except the new owner’s personal preference. Musk tweeted “Not sure what subtle clues gave it way, but I like the letter X” though it’s unclear how serious he’s being.

The change thematically brings the site in line with other Musk-owned business SpaceX. We’re waiting for any news on a possible BoringX.