从Web3到Sky：加密货币和Web3公司如何重新命名以删除公开的“ Web3-intagity”术语

2022年之后，这种趋势加速了，因为公司试图与几个与加密货币市场有关的丑闻保持距离。

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

近年来，几家加密货币和Web3公司都在重新命名以删除公开的“ Web3-native”术语，并扩大了对主流受众的吸引力。

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

该趋势在2022年之后加速，还看到公司试图与几个与加密货币相关的丑闻保持距离。

Shifting From Web3 Label for Mainstream Appeal

从Web3标签转换为主流吸引力

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

FTX等备受瞩目的项目和平台的崩溃在许多主流圈子中蒙上了严酷的阴影。

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.

为了扩大他们的吸引力，许多加密货币和Web3公司已经开始逐步淘汰“加密”，“ defi”，“ dao”，“ dao”和“ nft”等术语。

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.

对于具有长期野心的公司，尤其是那些寻求机构和传统财务伙伴关系的公司，使用加密本地语言的使用可能会带来疏远的风险。

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

同时，随着技术的不断成熟，许多公司发现其产品构成了新的视野，例如游戏，AI和基础设施。

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，以操作制造商协议而闻名的Makerdao进行了重大品牌。

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

这个名字更改为天空，其稳定的Dai将其重新命名为Sky Dollar。它还推出了一个名为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.

此举旨在使该项目更容易被加密本地社区以外的更广泛的受众访问。

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

创始人符文·克里斯滕森（Rune Christensen）在对挑衅的讲话中说，重型品牌对制造商的一个长期存在的问题说：“这并不那么平易近人。”

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

但是，社区的反应混杂。一些用户批评品牌重塑为“太过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）承认了X上的回调，并指出了社区对原始品牌的深刻依恋：

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

他写道：“现在比以往任何时候都更清楚Defi社区对制造商品牌有多大的爱和信任。”

"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.

他补充说：“对制造商品牌的规模稳定性，安全性和规模的规定具有很大的亲和力。而且，有坚定的承诺是持有MKR令牌，而不是升级到天空。”

Web3 Ventures to Orthogonal Global Group (2024)

Web3冒险前往正交全球集团（2024）

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

2024年，Web3冒险官方将其命名为正交全球小组，从其公共身份中删除了任何直接的Web3关联。

The rebrand reflected a broader investment thesis.

品牌重塑反映了更广泛的投资论文。

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

首席执行官戴维·尼克萨德（David Nikzad）将公司的新方向描述为拥抱“有意识的资本主义”，投资财务回报和有意义的社会影响。

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

这种转变代表了一个焦点，它超越了加密货币，健康，医疗保健，人工智能，金融科技和深度技术。

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

尽管与Web3相关的投资仍然是该战略的一部分，但现在它们是多元化投资组合中的一个组成部分。

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

该公司说，正交的名称“通过创新和不可预见的方法进行了进步”。

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，比尔多（Bitdao）将其命名为Mantle，将其操作迁移到同名的以太坊缩放解决方案。

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

经过治理投票后，钻头令牌被重命名为MNT（Mantle），并以2.35亿的支持，只有988票反对。

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

品牌重塑旨在简化组织的结构“一个品牌，一个令牌”哲学。

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

与以加密为中心的名字Bitdao相比，Mantle可能因其更广泛的主流和监管吸引力而被选为。

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

著名的投资者彼得·泰尔（Peter Thiel）最初于2021年推出，领导了其2.3亿美元的早期资金回合。

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将其命名为Rhino.fi，远离与密码相关的品牌脱节。

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

这一变化标志着该公司所谓的“多链defi的第一个真正无摩擦平台”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.

该公告说：“到目前为止，在移动交叉链时，用户不得不抓住复杂的桥梁，不必要的钱包和高网络费用。”

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."

该公司强调了“与我们提供的机会一样独特而令人难忘的品牌，可以捕捉团队和项目的本质”。

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.

尽管没有明确说明，但品牌重塑似乎是一种使主流用户更容易访问该平台并将重点从defi术语转移到无缝财务互动的努力。

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，杰克·多尔西（Jack Dorsey）的广场将其企业身份重新命名为Block。

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

作为这一转变的一部分，公司内部以比特币为重点的计划Square Crypto更名为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.

“我们希望我们有一个细致的'为什么螺旋？'宣言要发表，但事实是，经过漫长而疲惫的重塑练习后，它看起来并听起来最酷。”该公司说。

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

该团队说，Square Crypto从来都不是一个理想的名称，因为它将该计划与他们的公司父母直接联系在一起