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I went through this when deciding to go with circular avatar icons on the WordsEye app. Besides noticing that circles were the trend, and the holdouts were social media platforms that have been around longer (and even Facebook had switched to circles in Messenger, which is one thing you can do when you split off part of your old app into another new app), I also reasoned that for apps that have a lot of photos or other rectangular images, circles give an immediately recognizable visual indicator that you’re looking at an avatar icon and not, say, a pnhoto thumbnail image.