In 2009, Square entered the US payment and financial services market, a technology enterprise that made it easier to pay for goods with electronic money. One of its creators was Jack Dorsey, the CEO of Twitter. He came up with a special card reader to help his friend Jim McKelvey complete a building materials deal. Inspired by the success, the buddies teamed up and launched a small startup producing mobile payment terminals. Over time, the company has grown to provide services for small businesses.
Meaning and History
Both Square’s logos – old and new – reflect the symbolic name associated with the Square Reader’s square shape. It was the first product of the firm to accept payments. It connected to the audio jack of any smartphone, read information from the card, and transmitted analog data to the application.
2009 – 2011
The first emblem creators decided not to complicate the task and depicted a figure that vaguely resembles a card reader. But it is worth noting that this is not an ordinary square, but a cube – a regular hexagon, each side of which is a square. Usually, hexahedra are three-dimensional, but the designers have presented their 2D version. It seems flat due to the lack of ribs. The imagination completes them, so volumetrics’s visual effect occurs only at the level of associations.
The main part of the geometric shape is colored green. On the front edge, a large white square stands out, inside which there is a green mini-square. Some of the corners are rounded, which makes them less rigid.
2011 – present
In 2011, the logo finally lost its volume and became two-dimensional. The developers left three concentric squares, one inside the other. They alternate in color and size: the largest quadrangle is gray, the middle one is white, and the smallest is also gray. The same geometric pattern, but in a green and white palette, adorned one of the cube faces in the first Square emblem.
To the right of the multicomponent figure is the name of a company that provides financial and payment services. A sans serif font is used for the word, corresponding to a minimalistic concept.
Font and Color of the Emblem
The designers depicted the Square Reader as three superimposed squares. This vision was too schematic – in reality, the device looked a little different. But the owners of the company thought that the abstraction would become an excellent corporate symbol because it is simple, memorable, and looks good at any scale.
Round sans serif letters is combined with the rounded corners of three squares. This is another manifestation of the geometric logo. The selected font is vaguely similar to Rutan Regular and Seconda Soft Light, but they have little in common because the designers have developed a custom typeface.
The first emblem was green and white. The second one is more faded in comparison with it, although the palette also combines two colors. The background and middle Square are the same white as before, and the main elements are colored light gray.