Using X as a brand is almost always doomed, starting of course with plain old Brand X, the universal “wrong” brand contrasted with Our Wonderful Brand.
I could only think of one positive X brand in the past. One of the legendary Texas cattle brands was XIT which stood for Ten In Texas.
The Farwell Brothers built a new capitol building for the state, and in return the state gave them 3 million acres (about the same size as Connecticut) in the Panhandle. The company is still going strong, running a variety of smaller cattle and horse ranches, specializing in high value Wagyu beef.
Polistra's Mill 