San Francisco announces fine against Twitter for installing a sign with its new 'X' logo on the roof of its headquarters

The city's Department of Building Inspection reported receiving 24 complaints about the structure over the weekend.

The San Francisco Department of Building Inspection (DBI) reported that Twitter will be fined after a sign was installed on the roof of the San Francisco headquarters. The structure was removed on Monday.

Last Friday, Elon Musk's communications company installed an "X" on the roof of the company's headquarters in reference to the new logo that identifies the social network. However, the structure only lasted three days.

According to the DBI, a city inspector notified the company that it would be fined for installing the logo on the roof without a permit. But in addition to that, apparently 24 complaints were received about the structure over the weekend.

Patrick Hannan, communications director for the DBI, said residents in the area were upset by the flashing light emitted by the structure, which caused surrounding buildings to be illuminated.

"It is pretty annoying from my perspective. I think it's way too bright! It was flashing directly into my apartment and just lit up my entire place," opined Jessica Xu, who lives directly across the street.

According to reports, Twitter was already in trouble with the city for removing the previous logo without proper permits and safety precautions in place, and now it has installed another structure without a permit.

The DBI fine

The DBI stated that the company will be fined and explained that the fees will cover the removal of the structure, as well as the planning department's ongoing investigation into the company's violation.

The new Twitter

Elon Musk changed his brand identity. He abandoned the blue bird that used to represent Twitter in exchange for a white X. The logo not only represents a major change from an aesthetic point of view but also demonstrates that a new era is beginning for the social network.