Elon Musk’s Twitter-to-X rebranding has come back to haunt his company, X Corp, in the form of a trademark lawsuit. X Social Media, a Florida-based ad agency, claims that X Corp’s rebranding has severely harmed their business. They argue that their distinctive “X” mark, featuring a person holding scales, has been in use since 2016 and is completely different from Musk’s “X.”

According to the lawsuit, X Corp’s attempt to register the “X” mark for various services has infringed on X Social Media’s mark and caused consumer confusion. Google’s search results now direct users searching for X Social Media to X Corp’s Wikipedia entry.

The lawsuit points out that several of X Corp’s trademark applications cover services similar to those offered by X Social Media, including business data analysis and market research. X Social Media had previously sent a cease-and-desist letter to X Corp in August, but the company disregarded it.

The lawsuit’s demands include stopping X Corp from using the “X” in its advertising, addressing consumer confusion with corrective advertising, and seeking damages. This lawsuit follows a pattern seen in the tech industry, where rebrandings often result in legal disputes.

X Corp. has yet to comment on the lawsuit. The outcome will be closely monitored for its potential implications in future trademark conflicts within the tech industry.