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It's actually a square interestingly. Just glancing at it, I felt it was taller than it was wide. Had to measure twice to believe it was a square :D

I think the rectangle illusion is created by the text that is vertically justified but not horizontally justified.

I think the illusion is reinforced by virtue of the square itself being flush with the right-hand edge of the image, but offset from the bottom edge.

The text also needs to be outlined - you can see how it becomes hard to read when in low-contrast/light areas of the photo.

You know what the purpose of a watermark is, right? The old one covered the whole image.