Duolingo, the popular language-learning app, has announced the “death” of its beloved green owl mascot, Duo, in what appears to be a playful yet dramatic corporate rebrand. The company shared the news on X (formerly Twitter) on Tuesday, stating, “It is with heavy hearts that we inform you that Duo, formally known as the Duolingo Owl, is dead.”
The Pittsburgh-based company, which saw a surge in popularity during the Covid-19 pandemic, hinted at the owl’s cause of death with a tongue-in-cheek remark: “Tbh, he probably died waiting for you to do your lesson, but what do we know.” The announcement quickly went viral, amassing over 47 million views by Wednesday morning.
Duolingo humorously warned users against criticizing the owl, stating, “We’re aware he had many enemies, but we kindly ask that you refrain from sharing why you hate him in the comments.” The company also joked about its premium subscription service, saying, “If you feel inclined to share, please also include your credit card number so we can automatically sign you up for Duolingo Max in his memory.”
Adding to the absurdity, the company referenced pop star Dua Lipa, noting, “We appreciate you respecting Dua Lipa’s privacy at this time.” The app had previously declared the singer as the owl’s “unrequited love interest.”
Following the announcement, Duolingo updated its X profile picture to feature the owl with Xs over its eyes and its tongue hanging out. A cowboy hat logo also appeared in its initial post, hinting at a possible new branding direction. Within the app, however, Duo appears to be very much alive.
Social media users reacted with humor and nostalgia. One user commented, “Bro spent his last days begging me to learn French… and I ignored him… I will never recover from this.” Another asked, “Do they suspect foul play?”
In a follow-up post, Duolingo encouraged users to honor the mascot’s memory by completing a language lesson, writing, “In lieu of flowers, please do a Duolingo lesson.”
The company has promised to reveal more details about Duo’s “untimely demise” on social media, leaving users eager to see what’s next in this unexpected marketing stunt.
