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Twitter Embraces Imperfection With Its Fresh New Look

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It’s been five years since Twitter last upgraded their branding. However, upon assessment of the current state of their creative expression, their marketing team felt it was time for a change.

The new look of the brand is driven by the complexity of everyday interactions in the Twitter universe. 

Twitter has been under hard scrutiny in the last few years for how they have (or haven’t) enforced their policies. After all, the platform is essentially a collection of all sorts of thoughts from all over the world. Together they form an impossible dialogue to moderate and control. Instead of a clean cut corporate approach, Twitter seems to have adopted a different direction entirely – embracing their imperfections and giving the floor to the people in all aspects of their brand. The new look, which seems to level the social media giant down to an individual contributor feel, is announced barely a day after the announcements of Tweet Deck upgrades and Birdwatch. 

The creative process behind the new look sounds like making a scrapbook – lots of layering, adding textures, mixing media, messages and expressions. The process was aiming to capture the essence of the unpredictable, imperfect and powerful conversations happening on the platform daily. Even typography, named Chirp, got a bold new look to better reflect emotion and, you guessed it, imperfection. 

The fresh look came about with the help of a core team of Twitter brand managers, a French creative studio L’atelier Irradié, and a Swiss type foundry Grilli Type. Although the details on how the new look will present itself fully remain to be seen, you can already take a look at the examples of it in Twitter’s CMO Leslie Berland’s thread as well as on their Brand Team profiles. 

Socialmediatoday.com

SOCIAL

TikTok hit by US lawsuits over child safety, security fears

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A man poses at the TikTok booth at the international media centre during the Asia-Pacific Economic Cooperation (APEC) summit in Bangkok on November 18, 2022

A man poses at the TikTok booth at the international media centre during the Asia-Pacific Economic Cooperation (APEC) summit in Bangkok on November 18, 2022 – Copyright GETTY IMAGES NORTH AMERICA/AFP/File Theo Wargo, JOEL SAGET

TikTok was hit Wednesday with a pair of lawsuits from the US state of Indiana, which accused it of making false claims about the Chinese-owned app’s safety for children.

The legal salvo came as problems are mounting for TikTok in the United States, with multiple accusations that the extremely popular app is a national security threat and a conduit for spying by China.

“The TikTok app is a malicious and menacing threat unleashed on unsuspecting Indiana consumers by a Chinese company that knows full well the harms it inflicts on users,” said Attorney General Todd Rokita in a statement.

The lawsuit said TikTok algorithms served up “abundant content depicting alcohol, tobacco, and drugs; sexual content, nudity, and suggestive themes” to users as young as 13.

The state also sued TikTok for allegedly deceiving customers into believing that “reams of highly sensitive data and personal information” were protected from the Chinese government.

In a statement, a TikTok spokesperson did not comment specifically on the case but said “the safety, privacy and security of our community is our top priority.”

“We build youth well-being into our policies, limit features by age, empower parents with tools and resources, and continue to invest in new ways to enjoy content based on age-appropriateness or family comfort,” the company said.

TikTok is facing a growing front of opposition in the United States, with several states and the US military banning its use on government devices.

Texas on Wednesday became the latest state to do so, calling for “aggressive action” against TikTok.

The highly popular app is often singled out for its alleged connections to the Beijing government with fears that China is able to use TikTok’s data to track and coerce users around the world.

TikTok is currently in negotiations with the US government to resolve national security concerns, hoping to maintain operations in one of its biggest markets.

TikTok said it was “confident that we’re on a path…to fully satisfy all reasonable US national security concerns.”

The spectacular success of TikTok has seen rival sites such as Meta-owned Instagram or Snapchat struggle to keep up, with once soaring ad revenues taking a hit.

But Federal Bureau of Investigation Director Christopher Wray told lawmakers last month that he is “extremely concerned” about security risks linked to TikTok.

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