What does the blue square mean? It's a simple navy-blue square — worn as a pin, sticker, or patch — that has become one of the most recognizable symbols of solidarity against antisemitism in the United States. The symbol was introduced in 2023 by New England Patriots owner Robert Kraft's Foundation to Combat Antisemitism (now renamed the Blue Square Alliance Against Hate) as part of the #StandUpToJewishHate campaign, and it has since appeared in national ad campaigns during the Super Bowl and other major sporting broadcasts. For many, wearing the blue square is a quiet, non-partisan way to say hate against Jewish people has no place — without a slogan or a political statement attached.

Interest in the symbol has grown steadily since October 7, 2023, and spikes every year around major broadcasts, when the campaign's ads reach tens of millions of viewers. Below, we explain what the symbol represents, whether it's tied to one official organization, and where you can get one.

🟦 Show Your Support

Wear the symbol. Start the conversation.

Each pin design carries the identical message — a plain blue square, worn visibly, as a signal of allyship — but the background colour lets you pick what suits your style, whether that's a subtle white backdrop for daily wear, the bolder black edition, or the softer pink colourway. All three are lightweight enamel pins designed to be worn on a jacket, bag, or lanyard. None of these are religious or Judaica items; they're general solidarity merchandise, suitable for Jewish and non-Jewish supporters alike.

👕 More Ways to Wear It

Beyond the pin — apparel and stickers.

If a pin feels too small to make a statement, the t-shirt, sticker, and bucket hat carry the same design in more visible formats — useful for rallies, school, or everyday wear. All three are printed to order, so sizing and colour options may vary slightly; check each listing for current specs before ordering.

📚 Learn More About Antisemitism

Understanding is the first step to allyship.

Wearing the pin is a starting point — these three books go further, covering the history and modern shape of antisemitism from different angles: a classic explainer, a contemporary call to action, and a historical deep dive into the American experience specifically. We recommend all three for anyone wanting to understand the "why" behind the blue square, not just the symbol itself.

❓ Frequently Asked Questions

What does the blue square pin mean?

It's a symbol of solidarity against antisemitism — a plain navy-blue square worn to show quiet support for the Jewish community without a slogan or political statement attached.

Who started the blue square campaign?

The symbol comes from New England Patriots owner Robert Kraft, who founded the Foundation to Combat Antisemitism in 2019. The blue square itself launched in 2023 as part of the #StandUpToJewishHate campaign, and in 2025 the organization renamed itself the Blue Square Alliance Against Hate.

Is the blue square an official campaign, or can anyone use it?

The symbol is associated with the Blue Square Alliance Against Hate, but it isn't controlled exclusively by one body — it's been adopted broadly by individuals, schools, and workplaces as a shared way to acknowledge rising antisemitism, independent of any single organization.

Why does the blue square show up during the Super Bowl?

The Blue Square Alliance runs national ad campaigns during high-viewership sporting events — including multiple recent Super Bowls — specifically to reach Americans who may not otherwise think about antisemitism, using the reach of these broadcasts to spread awareness.

Is it okay to buy or wear a blue square pin?

For most people, wearing the pin is a personal choice meant to show solidarity and awareness rather than to make a political or commercial statement. Wearing it thoughtfully and with an understanding of its meaning matters more than exactly where it was purchased.

Where can I buy a blue square pin?

You can find blue square pins, apparel, and stickers in our shop above, or through other independent creators and the Blue Square Alliance's own channels.

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