In a surprising turn of events, the company formerly known as Twitter has rebranded itself with a massive light-up “X” sign atop its San Francisco headquarters. However, it seems that the company did not obtain the necessary permits for this installation, sparking a city investigation. The old Twitter sign featuring the iconic blue bird was removed from the building last week after Elon Musk announced the company's rebranding on July 24.

The San Francisco Department of Building Inspection issued a complaint against the company on Friday, stating that the “X” sign was installed without a permit. An inspector attempted to gain access to the sign but was denied by representatives from the company, who claimed it was a temporary sign for an event. Despite the inspector's attempts to access the sign on both Saturday and Monday, they were continuously denied access.

San Francisco residents living near the headquarters expressed frustration with the flashing “X” sign during its brief time on top of the building. Christopher Beale, a digital journalist and resident, captured footage of the bright lights pulsing across the street from his home, exclaiming, "this is my life now." Another resident, Patricia Wallinga, described the lights as resembling lightning or a police siren and expressed concern for the safety of the seniors living in the rent-controlled building across from the sign.

The city's investigation into the permit violation raises questions about the company's disregard for the law. George Wolf, an attorney specializing in construction law, stated that normally buildings are given notice of permit applications and have the ability to approve or reject them. He also mentioned the potential for lawsuits against the company, citing public nuisance as a possible legal claim.

Overall, the installation of the “X” sign has caused controversy and raised eyebrows in San Francisco. With the city investigation underway, it remains to be seen what consequences the company will face for its failure to obtain the necessary permits.