Twitter just announced the death of the little blue bird by projecting its new logo onto its San Francisco headquarters in the middle of the night

• Twitter's new "X" logo was projected over its San Francisco headquarters two hours after midnight.
• It was launched under the cover of darkness and with minimal fanfare.

In a strange nocturnal display, Twitter's new logo lit up the facade of the company's San Francisco headquarters a few hours after midnight.

At around 2 a.m. EST on Monday, Twitter CEO Linda Yaccarino gave the world the new X logo: "Lights. Camera. X!" she tweeted.

It was only about 24 hours prior that Elon Musk announced Twitter is to be rebranded as "X," a moniker that he previously said represents his vision for an "everything app."

But what's really bizarre about this launch was that it was done under the cover of darkness with minimal fanfare.

Maybe Musk's trying to avoid a repeat — some of his other big product launches have been riddled with misfires and blunders.

Who can forget the repeated crashes of the Twitter space hosting Florida Governor Ron DeSantis's presidential campaign launch when the site struggled to support the 400,000 users tuning in?

And then there was the incredibly barebones premiere of Tucker Carlson on Twitter after the talk show host exited Fox News.

Or, perhaps, one could think back to when Musk's rapid-fire layoffs after his acquisition of the company resulted in many employees being terminated by mistake and subsequently being asked to return.

Strange timing or not, the new logo is already a crowd-puller.

Shortly after the imagery was splashed on the building's facade, Twitter user @nearcyan posted a picture appearing to show people gathered outside the headquarters.

"A party has started to form near the X," the user wrote.