Michael Saylor’s MicroStrategy is officially changing its name to “Strategy,” according to a press release on Wednesday. The company is unveiling a new name, Bitcoin logo, and orange brand color as of today. Known as one of the largest institutional investors in the king cryptocurrency, Strategy has launched new websites for Strategy software and branded merchandise.

“This brand simplification is a natural evolution of the company, reflecting its focus and broad appeal,” Strategy wrote 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.”

Michael Saylor, Strategy CEO Phone Le on Strategy Rebrand

Michael Saylor issued a statement today on the MicroStrategy rebrand to Strategy. “Strategy is one of the most powerful and positive words in the human language. 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.”

Also commenting on the MicroStrategy rebrand today was Phong Le, the President and CEO of Strategy. “Strategy is innovating in the two most transformative technologies of the twenty-first century – bitcoin and artificial intelligence. 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 will unveil its latest earnings report later Wednesday evening, where the company is expected to post strong growth numbers. The Bitcoin-forward company has grown exponentially as it heightened its Bitcoin acquisition. Since August of 2020, Strategy has adopted a Bitcoin buying strategy. The asset’s unprecedented performance last year saw the move do wonders for Strategy stock, surging to an all-time high of $473 in November of last year. With BTC expected to have another dominant year in 2025, the company has shown no signs of slowing down its buying habits.

The company’s stock ticker appears to remain “MSTR.”

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