Logo
The Square logo is easily one of the most visible, recognizable parts of our brand. It takes inspiration from our hardware design, expresses our mission, and lets people know who we are.
In this section, we break down the parts of our logo, where to download it, how to label other products and parts of our brand, and more.
Resources
Below are links to downloadable assets, guides, reference materials, and more.
Square logo 
Square Jewel
Social avatars
Logo design
Logo design
The Square logo represents our mission of being fair and square — wanting everyone to have an equal shot at success.
Our logo isn’t just our name — it’s the combination of our Jewel and wordmark. Keep in mind that our logo is proprietary and can only be used by third parties with our express, written permission.
Logo design
Architecture
We designed our logo with visual balance between the Jewel and wordmark. The cap height and baseline of the letters are center aligned to the interior counter space of the Jewel.
Logo design
Clear space
Minimum clear space is required around the logo to establish consistency. The space requirement above, below, and beside the logo is equal to three times the small middle square of the Jewel. This makes the ratio of clear space around the logo the same regardless of the size of the application.
Logo design
Minimum sizing
Minimum sizing is required to maintain readability across all applications. The minimum height requirement applies to the height of the entire logo. Follow the clear space rules when placing the logo near the edge of any application, print or digital.
Print — 0.3” height
Digital — 17px height
Logo design
Color guidance
Our logo can be used only in black or white to ensure brand consistency and legibility. The examples below demonstrate the approved uses and color combinations.
Do not use the Square logo in any color other than black or white. If you use it on a full-flood background, make sure the contrast passes accessibility.
Background
Logo design
Incorrect uses
We aim for brand consistency every time, especially with our logo. The following examples highlight a variety of incorrect uses of the Square logo.
Never change to colors other than specified.
Never add strokes.
Never stretch the mark in any direction.
Never rotate or tilt.
Never apply a gradient.
Never apply additional effects.
Never separate, stack, or change the order of the Jewel and the wordmark.
Never combine with any other graphics.
Never use the wordmark without the Jewel.
Jewel design
The Square Jewel
The Jewel is central to our brand’s visual identity. It makes up part of our logo and conveys visually our mission of economic empowerment and equal opportunity. Here we break down all the ways to use and protect the Jewel.
Jewel design
Clear space
Minimum clear space must be used around the Jewel to maintain consistency. The space requirement above, below, and beside the logo is equal to three times the small middle square of our Jewel. This keeps the ratio of clear space around the Jewel the same, regardless of the size of the application.
Jewel design
Minimum sizing
Minimum sizing is required to maintain readability across all applications. The minimum height requirement applies to the height of the entire Jewel. Follow the clear space rules when placing the logo near the edge of any application, print or digital.
Print — 0.3” height
Digital — 17px height
Jewel design
Incorrect uses
The following examples show how not to use the Square Jewel. Keep these in mind as you create.
Never change the Jewel to multiple colors.
Never add strokes.
Never treat the Jewel as a letter.
Never cover with other artwork.
Never apply a gradient.
Never apply additional effects.
Never add to an illustration scene.
Never use on a background with low contrast.
Never alter or modify the Jewel.
Partnerships
Partnerships
Square occasionally teams up with other brands on certain projects and initiatives. To construct our logo with a partner’s, always use three times the small inner square of our Jewel with a dividing line placed equally between both logos. The weight of the dividing line should always be thinner than the descender of the letter ‘q’ in our wordmark — about one-fifth of its weight.
Grid
When the partner logo is shorter than the Square logo, add one small inner square of our Jewel above and below to determine the height of the dividing line. Always center both logos horizontally.
Grid
When the partner logo is taller than the Square logo, use the partner logo’s height to determine the height of the dividing line. Always center both logos horizontally.
co-branding
Co-branding
Co-branded logo lockups refer to partnerships between Square and other Block, Inc. brands. For all co-branded logo treatments, apply the same rules as partnerships.
Grid
Social media avatars
Social media avatars
Each social media channel has its own defined sizes and holding shapes for branded avatars. Refer to the respective channel’s guidelines for sizing specs.
For all Square country accounts, use a black background with a white Jewel. Use a circular holding shape for Facebook, Instagram, Twitter, and YouTube. Do not use specific colors to indicate different countries.
For all Square support accounts, use a white background with a black Jewel. Use a circular holding shape for Facebook, Instagram, Twitter, and YouTube. Do not use specific colors to indicate different countries.
For all other Square accounts, use a black background with a white Jewel. Use a square holding shape for LinkedIn. Do not use specific colors to indicate different countries.
Social media avatars
Construction
Clear space guidelines apply to social media avatars. Regardless of the image size, use these spacing ratios for all applications.
Grid
Grid
Circular holding shape for Facebook, Instagram, Twitter, and YouTube
Circular holding shape for Facebook, Instagram, Twitter, and YouTube
Square holding shape for LinkedIn
Square holding shape for LinkedIn
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