從Web3到Sky：加密貨幣和Web3公司如何重新命名以刪除公開的“ Web3-intagity”術語

2022年之後，這種趨勢加速了，因為公司試圖與幾個與加密貨幣市場有關的醜聞保持距離。

Recent years have seen several crypto and Web3 companies rebranding to remove overt "Web3-native" terminology and broaden their appeal to a mainstream audience.

近年來，幾家加密貨幣和Web3公司都在重新命名以刪除公開的“ Web3-native”術語，並擴大了對主流受眾的吸引力。

The trend, which accelerated after 2022, also saw firms seeking to distance themselves from several crypto market-related scandals.

該趨勢在2022年之後加速，還看到公司試圖與幾個與加密貨幣相關的醜聞保持距離。

Shifting From Web3 Label for Mainstream Appeal

從Web3標籤轉換為主流吸引力

The collapse of high-profile projects and platforms, such as FTX, cast a harsh shadow over the crypto industry in many mainstream circles.

FTX等備受矚目的項目和平台的崩潰在許多主流圈子中蒙上了嚴酷的陰影。

To broaden their appeal, many crypto and Web3 firms have started phasing out terms like "crypto," "DeFi," "DAO," and "NFT" from their branding and public messaging.

為了擴大他們的吸引力，許多加密貨幣和Web3公司已經開始逐步淘汰“加密”，“ defi”，“ dao”，“ dao”和“ nft”等術語。

For firms with long-term ambitions, especially those seeking institutional and traditional finance partnerships, the use of crypto-native language can carry a risk of alienation.

對於具有長期野心的公司，尤其是那些尋求機構和傳統財務夥伴關係的公司，使用加密本地語言的使用可能會帶來疏遠的風險。

Meanwhile, as the technology continues to mature, many companies have found their offerings branching into new horizons, such as gaming, AI and infrastructure.

同時，隨著技術的不斷成熟，許多公司發現其產品構成了新的視野，例如游戲，AI和基礎設施。

MakerDAO to Sky Protocol (2024)

Makerdao至Sky Protocol（2024）

In 2024, MakerDAO, known for operating the Maker protocol, underwent a major rebrand.

2024年，以操作製造商協議而聞名的Makerdao進行了重大品牌。

The name changed to Sky, with its stablecoin DAI rebranded as Sky Dollar. It also launched a new governance token called SKY.

這個名字更改為天空，其穩定的Dai將其重新命名為Sky Dollar。它還推出了一個名為Sky的新治理令牌。

The move aimed to make the project more accessible to a broader audience beyond the crypto-native community.

此舉旨在使該項目更容易被加密本地社區以外的更廣泛的受眾訪問。

Speaking to The Defiant, founder Rune Christensen said the rebrand addressed one of Maker's long-standing issues, "that it wasn't so approachable."

創始人符文·克里斯滕森（Rune Christensen）在對挑釁的講話中說，重型品牌對製造商的一個長期存在的問題說：“這並不那麼平易近人。”

However, the community's reaction was mixed. Some users criticized the rebrand as being "too Web2."

但是，社區的反應混雜。一些用戶批評品牌重塑為“太過web2”。

In October, Christensen acknowledged the pushback on X , noting the community's deep attachment to the original brand:

十月，克里斯滕森（Christensen）承認了X上的回調，並指出了社區對原始品牌的深刻依戀：

"It is now more clear than ever just how much the DeFi community loves and trusts the Maker brand," he wrote.

他寫道：“現在比以往任何時候都更清楚Defi社區對製造商品牌有多大的愛和信任。”

"There is a lot of affinity for what the Maker brand stands for-stability, security, and DeFi at scale. And there is a strong commitment to holding the MKR token rather than upgrading to SKY," he added.

他補充說：“對製造商品牌的規模穩定性，安全性和規模的規定具有很大的親和力。而且，有堅定的承諾是持有MKR令牌，而不是升級到天空。”

Web3 Ventures to Orthogonal Global Group (2024)

Web3冒險前往正交全球集團（2024）

In 2024, Web3 Ventures officially rebranded to Orthogonal Global Group, removing any direct Web3 associations from its public identity.

2024年，Web3冒險官方將其命名為正交全球小組，從其公共身份中刪除了任何直接的Web3關聯。

The rebrand reflected a broader investment thesis.

品牌重塑反映了更廣泛的投資論文。

CEO David Nikzad described the company's new direction as embracing "conscious capitalism," investing for financial returns and meaningful societal impact.

首席執行官戴維·尼克薩德（David Nikzad）將公司的新方向描述為擁抱“有意識的資本主義”，投資財務回報和有意義的社會影響。

The shift represents a focus that extends beyond crypto to wellness, healthcare, AI, fintech, and deep tech.

這種轉變代表了一個焦點，它超越了加密貨幣，健康，醫療保健，人工智能，金融科技和深度技術。

While Web3-related investments remain part of the strategy, they are now positioned as one component within a diversified portfolio.

儘管與Web3相關的投資仍然是該戰略的一部分，但現在它們是多元化投資組合中的一個組成部分。

The firm said the name Orthogonal embodies "progress through innovative and unforeseen methods."

該公司說，正交的名稱“通過創新和不可預見的方法進行了進步”。

BitDAO to Mantle (2023)

Bitdao到Mantle（2023）

In 2023, BitDAO rebranded to Mantle, migrating its operations to an Ethereum scaling solution of the same name.

在2023年，比爾多（Bitdao）將其命名為Mantle，將其操作遷移到同名的以太坊縮放解決方案。

After a governance vote, the BIT token was renamed to MNT (Mantle), with 235 million in favor and just 988 votes against.

經過治理投票後，鑽頭令牌被重命名為MNT（Mantle），並以2.35億的支持，只有988票反對。

The rebrand aimed to simplify the organization's structure under a "one brand, one token" philosophy.

品牌重塑旨在簡化組織的結構“一個品牌，一個令牌”哲學。

Mantle was likely chosen for its broader mainstream and regulatory appeal compared to the crypto-centric name BitDAO.

與以加密為中心的名字Bitdao相比，Mantle可能因其更廣泛的主流和監管吸引力而被選為。

Initially launched in 2021, prominent investor Peter Thiel led its $230 million early funding round.

著名的投資者彼得·泰爾（Peter Thiel）最初於2021年推出，領導了其2.3億美元的早期資金回合。

DeversiFi to Rhino.fi (2022)

Deversifi到Rhino.fi（2022）

In 2022, decentralized exchange DeversiFi rebranded to Rhino.fi, moving away from overtly crypto-related branding.

2022年，分散的交易所Deversifi將其命名為Rhino.fi，遠離與密碼相關的品牌脫節。

The change marked the launch of what the company called the "first truly frictionless platform for multi-chain DeFi."

這一變化標誌著該公司所謂的“多鏈defi的第一個真正無摩擦平台”的推出。

"Until now, users had to grapple with complex bridges, unnecessary wallets, and high network fees when moving cross-chain," the announcement stated.

該公告說：“到目前為止，在移動交叉鏈時，用戶不得不抓住複雜的橋樑，不必要的錢包和高網絡費用。”

The company emphasized the need for a brand "as unique and memorable as the opportunity we’re offering—one that captures the essence of our team and project."

該公司強調了“與我們提供的機會一樣獨特而令人難忘的品牌，可以捕捉團隊和項目的本質”。

Although not explicitly stated, the rebrand appeared to be an effort to make the platform more accessible to mainstream users and shift the focus from DeFi jargon to seamless financial interaction.

儘管沒有明確說明，但品牌重塑似乎是一種使主流用戶更容易訪問該平台並將重點從defi術語轉移到無縫財務互動的努力。

Square Crypto to Spiral (2021)

正方形加密到螺旋（2021）

In 2021, Jack Dorsey's Square rebranded its corporate identity to Block.

2021年，傑克·多爾西（Jack Dorsey）的廣場將其企業身份重新命名為Block。

As part of this shift, Square Crypto, a Bitcoin-focused initiative within the company, was renamed to Spiral.

作為這一轉變的一部分，公司內部以比特幣為重點的計劃Square Crypto更名為Spiral。

"We wish we had a meticulous ‘Why Spiral?’ manifesto to publish, but the truth is that after a long and exhausting rebranding exercise, it just looked and sounded the coolest," the firm said.

“我們希望我們有一個細緻的'為什麼螺旋？'宣言要發表，但事實是，經過漫長而疲憊的重塑練習後，它看起來並聽起來最酷。”該公司說。

Square Crypto was never an ideal name, the team said, as it directly linked the initiative to its corporate parent which they

該團隊說，Square Crypto從來都不是一個理想的名稱，因為它將該計劃與他們的公司父母直接聯繫在一起