MicroStrategy, the business intelligence firm and Bitcoin (CRYPTO:BTC) treasury company, has rebranded itself as "Strategy" and adopted a new logo that incorporates the Bitcoin symbol.

The company's core business operations will remain unchanged, with a continued focus on business intelligence software and its Bitcoin corporate treasury strategy.

The rebranding aims to align the company's identity more closely with its strategic focus on cryptocurrency investments.

According to the announcement on February 5, the company's new logo features a stylized "B" to signify its Bitcoin strategy.

The brand’s primary color is now orange, representing energy, intelligence, and Bitcoin.

The company also launched new websites for its AI-powered business intelligence software at StrategySoftware.com and a new merchandise store at store.strategy.com.

Michael Saylor, the Founder and Executive Chairman of Strategy, described the change as a move toward simplification and clarity.

"Strategy is one of the most powerful and positive words in the human language. It represents a simplification of our company name to its most important, strategic core," he stated.

The company has an earnings call scheduled for February 5, where more details about the rebrand were provided to investors.

The company's focus on Bitcoin began in 2020, and its stock has since functioned as an indicator of the cryptocurrency's market value.

Strategy currently holds 471,107 BTC in reserve, valued at over $45.6 billion, making it the world’s largest corporate holder of Bitcoin.

Other companies, such as Metaplanet and Semler Scientific, have followed MicroStrategy's lead by diversifying their treasury reserves with Bitcoin.

Executives from Semler Scientific and Metaplanet noted their firms were zombie companies before adopting Bitcoin.

Rumble, a video streaming platform, also announced a plan to allocate $20 million to Bitcoin.