MicroStrategy rebrands as 'Strategy' in move to emphasize its bitcoin position

MicroStrategy, the business intelligence firm and the largest corporate holder of bitcoin, announced Wednesday a rebrand to emphasize its crypto-centric side of the business. The company will now be doing business as Strategy.

"This brand simplification is a natural evolution of the company, reflecting its focus and broad appeal," the company said in a press release . "The new logo includes a stylized “B”, signifying the company’s Bitcoin strategy, and its unique position as a Bitcoin Treasury Company. The brand’s primary color is now orange, representing energy, intelligence, and Bitcoin."

The company's total bitcoin holdings stand at 471,107, worth around $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," founder and executive chairman Michael Saylor stated 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 is scheduled 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," CEO Phong Le said. "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 around $342.27 per share, according to The Block's price data.