Its best-known brand is Square, the payment app that launched in 2009 and whose fortunes soared during the 2020 pandemic as more retailers began accepting cashless payments. But as of December 10 the parent company—whose holdings also include the streaming-music service Tidal and the mysteriously named open developer platform TBD54566975*—will be known as Block. Like Facebook’s Meta and Google’s Alphabet, this is a corporate name change that will not directly affect consumers.
Block’s shape-shifting logo, an oddly shaped cube.
CEO and co-founder Jack Dorsey, 45, a cryptocurrency enthusiast, had stepped down from his role as Twitter CEO on November 29.
Block will keep the ticker symbol SQ; its URL is block.xyz.
From the Twitter announcement: