Abstract. Some relations between the James (or non-square) constant J(X) and the Jordan-von Neumann constant C NJ (X), and the normal structure coefficient N (X) of Banach spaces X are investigated. Relations between J(X) and J(X * ) are given as an answer to a problem of Gao and Lau [16]. Connections between C NJ (X) and J(X) are also shown. The normal structure coefficient of a Banach space is estimated by the C NJ (X)-constant, which implies that a Banach space with C NJ (X)-constant less than 5/4 has the fixed point property. . In particular, they determined or estimated C NJ (X) for various spaces X, and showed that some properties of X such as uniform non-squareness, superreflexivity or type and cotype can be described in terms of the constant C NJ (X).The aim of this paper is to clarify some relations beween the C NJ (X)-constant and some other geometrical constants, especially the non-square constant J(X) of James and the normal structure coefficient N (X). In addition, we investigate the James constant J(X) more carefully. Everything is supported by several examples of concrete Banach spaces with the calculation of these constants.The paper is organized as follows: In Section 1 we collect necessary properties of the modulus of convexity and modulus of smoothness. In Section 2 the uniformly non-square spaces and the James constant J(X) are consid-2000 Mathematics Subject Classification: 46B20, 46E30, 46A45, 46B25.