MicroStrategy Rebrands to Emphasize Bitcoin Focus

MicroStrategy, the business intelligence firm and largest corporate holder of bitcoin, announced Wednesday a rebrand to highlight its crypto-centric approach, now operating as Strategy.

“This brand simplification is a natural evolution of the company, reflecting its focus and broad appeal,” the firm stated in a press release. The new logo features a stylized “B”, symbolizing the company’s focus on Bitcoin, and emphasizes its unique position as a Bitcoin Treasury Company. The brand’s primary color is now orange, representing energy, intelligence, and Bitcoin.

The company holds a total of 471,107 bitcoins, valued at approximately $44 billion. It recently ended a 12-week streak of bitcoin acquisitions.

“Strategy is one of the most powerful and positive words in the human language,” said founder and executive chairman Michael Saylor in the release. “It also represents a simplification of our company name to its most important, strategic core. Antoine de Saint-Exupery said, ‘Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.’ After 35 years, our new brand perfectly represents our pursuit of perfection.”

The company plans to release fourth-quarter earnings results after Wednesday’s market close.

“Strategy is innovating in the two most transformative technologies of the twenty-first century – bitcoin and artificial intelligence,” said CEO Phong Le. “Our new name powerfully and simply conveys the universal and global appeal of our company, and the value we bring to the strategies of our shareholders, customers, partners, and employees.”

Strategy’s stock (MSTR) trades at approximately $342.27 per share, according to The Block’s price data.