Square Logo
The Square logo uses 1 primary color. Its dominant color is Eerie Black (#1A1A1A, closest Pantone 419 C). Square operates in the Programming & Developer Software industry.
- Color family
- black
- Industry
- Programming & Developer Software
- Brand popularity
- Top 3% of indexed brands
- Website
- squareup.com
Design analysis
Square uses a pure wordmark set in a custom geometric sans-serif that reads as confident, technical, and approachable. The letterforms are built on a consistent stroke weight with subtle humanist touches — note the slight flare on the 'u' tail and the open apertures in 'a' and 'e' — which prevent the mark from feeling cold or monospaced. Because there is no accompanying symbol, the entire burden of recognition sits on the typography, and the design meets that challenge by being exceptionally legible at tiny sizes: the counters stay open, the 'q' descender doesn't collide, and the word shape remains distinct even when reproduced as a 16-pixel favicon. In the fintech space, where competitors often pair abstract icons with wordmarks (Stripe's slash, PayPal's double-P), Square's decision to lead with type alone signals transparency and product-first thinking — the name itself describes the hardware that started the business.
Logo colors, measured
Colors extracted from the logo image itself (background removed), with share of the mark each color covers.
Click a chip to copy its hex code.
The near-black #1A1A1A functions as a neutral anchor that works across every touchpoint — matte plastic readers, glossy app icons, embossed receipts, and high-contrast OLED screens — without demanding a proprietary spot color. In an industry crowded with blues (trust), greens (money), and purples (crypto), the absence of hue is a deliberate differentiator: it lets merchants' own branding take visual priority while Square recedes into infrastructure.
Variations & downloads
Color variants generated from the vector source — free to download for identification, editorial and research use.
Visually similar logos
Nearest neighbors in visual embedding space — marks that share shape and structure with the Square logo, regardless of color or industry.
Brand web palette
Colors Square uses across its website — the broader brand system around the logo.
About Square
Square is a financial services and mobile payment company headquartered in San Francisco, United States. It was founded in 2009 by Jack Dorsey and Jim McKelvey with the goal of making it easier for small businesses to accept card payments. One of Square's flagship products is its point-of-sale system, which consists of both hardware and software components. The hardware component includes the Square Reader, a small device that can be attached to a smartphone or tablet to turn it into a card reader. The software component, known as Square Point of Sale, provides businesses with tools for managing sales, inventory, and customer relationships. In addition to its point-of-sale system, Square offers a variety of other financial services. These include Square Capital, which provides small business loans, and Cash App, a mobile payment app that allows individuals to send and receive money. Square also offers online payment solutions, such as Square Online Store, which provides businesses with tools for building and managing an e-commerce website. Square operates on a global scale, with operations in the United States, Canada, Japan, Australia, and the United Kingdom. The company has formed partnerships with various companies to expand its reach. Notably, Square has partnered with Starbucks to integrate its payment technology into Starbucks stores, allowing customers to pay using the Square app. In terms of market position, Square is a major player in the financial technology industry. The company has experienced significant growth since its founding, with annual revenues exceeding $4 billion. Square's competitors include other mobile payment providers such as PayPal and Stripe. However, Square differentiates itself by targeting small businesses and providing integrated solutions for managing payments and other financial services. Throughout its history, Square has made several strategic acquisitions and partnerships to enhance its product lineup and expand its market reach
Questions about the Square logo
Has Square ever used a symbol or icon alongside the wordmark?
Square has occasionally used a small square glyph as an app icon or favicon, but the primary brand mark has always been the standalone wordmark. The square shape references the original card reader hardware, not a separate logo symbol.
Why does the logo use near-black instead of pure black (#000000)?
#1A1A1A reduces harsh vibration on backlit screens and prints more consistently on uncoated stock like receipt paper. It also maintains better contrast against off-white backgrounds common in merchant environments.
What color is the Square logo?
The dominant color of the Square logo is Eerie Black (hex #1A1A1A). The closest Pantone match is 419 C.
How many colors does the Square logo have?
The Square logo uses 1 primary color: #1A1A1A.
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The Square logo is a trademark of its owner, shown here for identification and design research. Color data is measured from the public mark by LogoLabs; analysis is editorial commentary. No affiliation or endorsement is implied.