Chinese bitcoin exchange BTCChina has a new name: BTCC.

The company said the decision was part of a rebranding effort aimed at internationalizing its image.

“Bitcoin is global, and as we launch more products and services to serve the global audience, we needed a more global name,” CEO Bobby Lee said of the changes. “BTCC is that name.”

The exchange will also begin using a new logo and will release a new version of its mobile app – currently in development – as part of the rebranding.

Images via BTCC