Duolingo offers a master class in how to kill off a company mascot

Duolingo is killing off its mascot. The language-learning app announced the change on social media, resulting in a slew of tributes from other brands, as well as some snark and guilt thrown in for good measure.

Killing off a mascot is always a tricky thing. While corporate executives might hate it, some users might have a connection to it. (Need proof? Look no further than Twitter’s blue bird, which Elon Musk loathed, but many users still mourn.)

Language-learning app Duolingo is looking to make a shift and has killed off its owl mascot. But rather than just switching the logo, the company unleashed its social media team, letting them run wild. And it just might work at smoothing over any user discomfort.

The company’s Twitter/X account announced the news Tuesday, writing “It is with heavy hearts that we inform you that Duo, formally known as The Duolingo Owl, is dead. Authorities are currently investigating his cause of death and we are cooperating fully. Tbh, he probably died waiting for you to do your lesson, but what do we know.”

And what’s snark without trying to rope in a celebrity? “We appreciate you respecting Dua Lipa’s privacy at this time,” the note concluded.

Duolingo, anticipating that some would celebrate the news and some would revolt, asked people to “refrain from sharing why you hate him in the comments,” and noted: “If you do feel inclined to share, please also include your credit card number so we can automatically sign you up for Duolingo Max in his memory.”

The internet played along with the joke, which led to some wonderful interactions and replies from other brands.

Some lessons are learned the hard way.
— Duolingo (@duolingo) February 11, 2025

From owl to owl, we offer our sincere condolences 🙏🦉 De Búho a Búho, ofrecemos nuestro más sentido pésame. 🙏🦉
— Hootsuite 🦉 (@hootsuite) February 11, 2025