Strategy Drops "Micro" for Bitcoin Focus, Unveils New Logo

MicroStrategy, the software company turned Bitcoin (BTC) acquirer, has rebranded as "Strategy" ahead of its fourth-quarter 2024 earnings announcement. The new name and logo, featuring a Bitcoin logo and orange brand color, were unveiled hours before the earnings call. The company also announced plans for an online merchandise store.

Strategy, originally founded as an enterprise software company over 30 years ago, pivoted last year to focus on Bitcoin development. The company's current strategy revolves around acquiring as much BTC as possible, with billions of dollars raised through convertible bonds to fund these purchases. As of February 2, 2025, Strategy holds 471,107 Bitcoins on its balance sheet, worth approximately $45.93 billion at the current price.

The company's rebranding comes as Bitcoin's price has surged nearly 40% since U.S. President Donald Trump's re-election in November 2024, while Strategy's stock has gained 50% during the same period. Investors have compared Strategy to meme stocks, as the company continues to pile into Bitcoin on a weekly basis despite the cryptocurrency's record-breaking prices.

Michael Saylor, the co-founder and executive chairman of Strategy, is expected to discuss the new name and logo during the earnings call. The company's stock was last trading lower by roughly 2% in afternoon trading.