How Spiral, Jack Dorsey’s Rebranded Bitcoin Company, Is Accelerating Adoption



Jack Dorsey’s popular financial company Square went through a recent rebrand and is now called Block. The move led one of its subsidiaries, Square Crypto, to also take up a fresh name. Now known as Spiral, Block’s Bitcoin company has set out on a well-defined mission: to advance Bitcoin toward worldwide use.

What’s In A Name?

In its rebranding statement, Spiral noted that its original name had never fit it well. The inclusion of its parent company’s former name within its own led people to believe the connection between the two was stronger than it actually was, and this caused confusion around Square Crypto’s independence. Furthermore, the presence of “crypto” misrepresented its mission, the company said, since it is focused solely on Bitcoin. Spiral also alludes to Bitcoin as it continues to grow “like a spiral from a single point, encompassing more and more space until it touches everything,” per a Square tweet.


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