How square are Brian Gavin Signature Cushion cut diamonds?

I've received quite a few emails lately inquiring about whether Brian Gavin Signature Cushion cut diamonds are more square or rectangular in shape. The photograph provided to the left clearly shows that the diamond is more square in shape, however the measurements indicated on the Diamond Quality Document (DQD) issued by the American Gem Society Laboratory (AGSL) give the impression that the Brian Gavin Signature Cushion is more rectangular because of the manner in which the diamond is measured, first from tip to tip, then from side-to-side, and then from top to bottom as will be explained below.

How the AGSL measures Brian Gavin Signature Cushion Cuts:

When a proprietary diamond cut, such as the new, patented, Brian Gavin Signature Cushion cut diamond is first sent to a gemological laboratory for grading, the laboratory has to figure out the best way to measure the diamond to accurately and create the formulas to calculate its proportions.

While most fancy shape diamonds are measured across the diamond from edge-to-edge and from top to bottom, the AGSL determined that the best way to measure the Brian Gavin Signature Cushion cut diamond was from tip-to-tip, and then from edge-to-edge, and then from top to bottom, because of the unique design and facet structure of this diamond.

Thus when you look at the DQD issued by the AGSL for this 1.770 carat, I-color, VS-2 clarity, Brian Gavin Signature Cushion cut diamond, the measurements are indicated as being 8.210 x 6.81 x 4.96 which gives the impression that the diamond is slightly rectangular, with a length to width ratio of 1.20:1.00 if a traditional method of interpreting the measurements of the diamond were used.

However if you look at the facet diagram provided on the DQD, which is drawn to scale by the AGSL, you will see that the diamond faces up more square than rectangular. In addition, it looks pretty square in the photographs provided of the diamond as seen through the various reflector scopes which are used to grade optical symmetry. The photograph featured to the left, shows the hearts and arrows pattern which is visible within this diamond, and which demonstrates the superior level of optical symmetry and overall diamond cut quality that these diamonds are cut to. As a result, they exhibit broad flashes of brilliance and dispersion, with a high degree of scintillation.