Cash App is a financial services platform developed by Block Inc., formerly known as Square, Inc. Its visual identity centers on a green square app icon containing a white dollar sign, paired with the “Cash App” wordmark. The brand’s official design guidelines describe its color palette as centered around “Cash Green,” a bold color the company describes as “a bold distillation of how we redefine money.” The official specifications list Cash Green as HEX #00E013, RGB 0/224/19, CMYK and PMS 802 C/U. [1]
Design and History
Cash App launched in 2013 as Square Cash, a payment service that let people send money through an app or by email. [2] The service later introduced “$Cashtags,” unique personalized handles that let users get paid faster and leverage personal branding. [2] The bright green, minimal app interface stood in contrast to the digital services most banks offered at the time. [2]
A trademark filing for the “$ CASH APP” mark describes it as consisting of “the symbol ‘$’ superimposed in a square next to the words ‘Cash App’ in solid lettering.” The filing notes that color is not claimed as a feature of the mark. [3]
In 2021, Square Inc. rebranded to Block Inc., with Cash App maintaining its own brand name. [4] Cash App’s official brand guidelines state that the Cash App logo and all other trademarks are owned by Block Inc., formerly known as Square, Inc. [5]
In late 2025, Cash App unveiled a significant design language update. The company described the refresh as making its signature brand color “even bolder, like digital phosphor,” and introduced a refined type scale alongside more than 650 new icons. [6] The update was described not as a redesign but as “a recalibration of Cash App’s personality.” [6]
Typography and Design
Cash App’s official brand guidelines document a custom typeface called Cash Sans. [7] The brand guidelines note that the curves in Cash Sans “aren’t strictly geometric” and instead “follow the movement of a pen or brush, fluid, human.” [8] The guidelines allow some freedom in applying Cash Sans and encourage experimentation and novelty. [9]
The brand’s motion style blends “bold confidence” with “playful levity,” according to its guidelines. [9] The Cash App design portal, which presents these guidelines, was built by Index Studio. [7]
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