MicroStrategy unveils new name and logo, emphasizing Bitcoin

The Tysons tech company formerly known as MicroStrategy has a new moniker: Strategy.

In addition to announcing a new name, the Bitcoin behemoth chaired by Michael Saylor unveiled Wednesday a new logo and a new brand color.

“The new logo includes a stylized “B,” signifying the company’s Bitcoin strategy, and its unique position as a Bitcoin Treasury Company,” a company announcement states. “The brand’s primary color is now orange, representing energy, intelligence and Bitcoin.”

In the announcement, Saylor points to a quote by French writer Antoine de Saint-Exupéry: “Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.”

“Strategy is one of the most powerful and positive words in the human language,” Saylor said. “It also represents a simplification of our company name to its most important, strategic core … After 35 years, our new brand perfectly represents our pursuit of perfection.”

At 4:40 p.m. Wednesday, bitcoins were trading for $97,528.45, according to Coinbase, the nation’s largest cryptocurrency exchange. As of Feb. 2, 2025, Strategy and its subsidiaries held approximately 471,107 bitcoins, according to a U.S. Securities and Exchange Commission filing. The company’s bitcoins were worth about $45.9 billion at 4:50 p.m.

The company’s bitcoins were purchased for about $30.4 billion, and at an average purchase price of $64,511 per bitcoin, including fees and expenses.

Now the world’s largest corporate holder of the cryptocurrency, MicroStrategy announced its first bitcoin purchase in August 2020, making it one of the first public companies to convert its cash treasury reserves into cryptocurrency as a store of value.

Virginia Business Associate Editor Katherine Schulte contributed to this article.