MicroStrategy Rebrands to “Strategy,” Adopts Bitcoin (BTC) Logo as Focus of Its Business

The change arrived barely a year after it started referencing itself as a “Bitcoin development company.”

MicroStrategy Technologies Inc has just announced that it will now be known as “Strategy,” with its new corporate logo adopting the Bitcoin (BTC) logo to emphasize the focus of its business.

The change comes barely a year after the company started referencing itself as a “Bitcoin development company.” It also follows hot on the heels of its inclusion in the annual reconstitution of the Nasdaq 100 in December last year.

According to Strategy’s press release, its brand simplification indicates its “natural evolution, reflecting its focus and broad appeal.” The stylized letter “B” in its logo represents its unique position in the industry as the “world’s first and largest Bitcoin Treasury Company” and part of the Nasdaq 100. Meanwhile, the orange theme stands for energy, intelligence, and Bitcoin.

“Strategy is one of the most powerful and positive words in the human language,” Strategy Executive Chair Michael Saylor explained. “It also represents a simplification of our company name to its most important, strategic core.”

In addition, Saylor proudly claimed that after 35 years of the company’s existence, it now “perfectly represents” their pursuit for perfection. Quoting the French writer and aviator Antoine de Saint Exupéry, the American entrepreneur stated, “Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.”

Moreover, Strategy President and CEO Phong Le revealed that the rebranded company will continue to leverage Bitcoin and artificial intelligence (AI) in its operations. Beyond improving the business’ aura, he said that the evolution highlights the value it brings to the strategies of its shareholders, customers, partners, and employees.

Following its rebranding announcement, Strategy also held its periodic earnings call. Despite its great strides in Bitcoin accumulation, the company reported an earnings per share (EPS) of -3.2 for Q4 2024. The figures were significantly down from analysts’ -0.12 forecast.

Furthermore, its software revenues slumped by 3% year-over-year (YoY) at $120.7 million. The numbers displayed a huge discrepancy from the expected $123 million.

Strategy still trades under the MSTR ticker in Nasdaq. The missed earnings resulted in a -11.61 point or 3.33% dip in its stocks as of Wednesday’s market close. However, as of 10:00 AM UTC this Thursday, it already appears to be picking up by 4.20 points or 1.25% during pre-market.

As of press time, Strategy possesses 471,107 BTC in its coffers under a cost dollar average of $64,524.20. Its holdings are equivalent to $46.55 billion at today’s rate of around $98K per BTC.

Moreover, Strategy achieved a Bitcoin yield of 74.3% for 2024.