Design Sets Tone at Square, a Mobile Payments Start-Up:

…we sat at a square table, in a square glass conference room — all of which are named after a famous town squares from around the world. Mr. Dorsey was eating nuts out of a square bowl. (Don’t worry, the nuts were still round, I checked.) Employees are even referred to as Squares.

“We believe strongly that the company is going to be reflected in the product and vice-versa,” Mr. Dorsey said. “The internal matches the external and the external matches the internal, and if we can’t provide a clean, simple, well-designed experience in here, it’s not going to be reflected in our identity. It’s in our DNA.”