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logo
logo · Recommended
Appears in
What is it?
logo is an image that visually represents the organization. Google uses it to display the organization's branding in Knowledge Panels, search results, and other surfaces where the organization is featured. It accepts either a URL string pointing directly to the image file or a full ImageObject with additional metadata.
For Organization structured data, Google has specific requirements around logo dimensions and file type that go beyond what schema.org requires.
Why this matters for AEO
AI answer engines and search platforms use logo to visually identify organizations in knowledge graph entries. Google's Organization Knowledge Panel displays the logo image. Other branded search features reference the logo to establish visual brand identity in search.
When AI-powered search surfaces an organization in an answer, the logo provides instant brand recognition. News aggregators, financial data providers, and AI assistants that reference company information all pull logo data from structured sources. Organizations without a properly formatted logo in structured data rely on Google's own image detection, which is less reliable than explicit declaration.
What the specs say
Schema.org:logo expects ImageObject or URL. "An associated logo." [Source: https://schema.org/logo]
Google: Recommended for Organization. "A logo that is representative of your organization." [Source: https://developers.google.com/search/docs/appearance/structured-data/organization]
Google's logo requirements
Google specifies requirements beyond schema.org:
- Minimum dimensions — 112 x 112 pixels
- Aspect ratio — Square preferred; at least 1:1
- File formats — JPEG, PNG, GIF, BMP, WebP, SVG
- Background — Must be crawlable and indexable by Googlebot
- Appearance — Logo should be on a white or transparent background
The image must be accessible to Googlebot, no login walls, no robots.txt blocks on the image path.
How to find your value
Your logo is typically hosted at a fixed URL on your domain. Use the permanent URL for the highest resolution version of your logo, not a thumbnail or compressed version. Common locations:
/images/logo.png/assets/brand/logo.svg- A CDN URL like
https://cdn.yoursite.com/logo.png
Format and code
Simple URL string (minimum valid):
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Stripe",
"url": "https://stripe.com",
"logo": "https://stripe.com/img/stripe-logo.png"
}
Full ImageObject (recommended for richer data):
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Stripe",
"url": "https://stripe.com",
"logo": {
"@type": "ImageObject",
"url": "https://stripe.com/img/stripe-logo.png",
"width": 600,
"height": 600,
"caption": "Stripe logo"
}
}
Invalid, image below minimum dimensions:
{
"@type": "Organization",
"logo": "https://example.com/tiny-icon-32x32.png"
}
Images below 112x112 pixels do not meet Google's logo requirements for the Organization Knowledge Panel.
Invalid, logo blocked by robots.txt:
If your logo image URL returns a 403 or is disallowed in robots.txt, Google cannot index it. Structured data will fail validation.
Webflow implementation
Static pages
Add to Site Settings > Custom Code to apply site-wide:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Your Company",
"url": "https://yoursite.com",
"logo": {
"@type": "ImageObject",
"url": "https://yoursite.com/images/logo.png",
"width": 600,
"height": 600
}
}
</script>
Upload your logo to Webflow's asset manager and use the hosted URL from the asset.
CMS template pages
For sites where different organizations or brands each have their own logo, bind an Image field from CMS:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "{{wf {"path":"org-name"} }}",
"logo": "{{wf {"path":"logo","type":"String"} }}"
}
</script>
Use Webflow's Image field type in the CMS collection. The image URL will be the Webflow CDN URL for the uploaded asset.
In Schema HQ
The logo value is read from your Webflow site settings (where you set the site logo) and from CMS Image fields you map. It automatically uses the Webflow CDN URL, which is crawlable and meets Google's accessibility requirements for logo images.
Real examples
HubSpot :
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "HubSpot",
"url": "https://hubspot.com",
"logo": {
"@type": "ImageObject",
"url": "https://hubspot.com/hubfs/HubSpot_Logos/HubSpot-Inversed-Favicon.png",
"width": 512,
"height": 512
}
}
Shopify :
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Shopify",
"url": "https://shopify.com",
"logo": "https://cdn.shopify.com/shopifycloud/brochure/assets/brand-assets/shopify-logo-primary.png"
}
Related fields
- image — general representative image (distinct from logo)
- name — organization name displayed alongside the logo
- url — canonical website URL
- sameAs — external profile URLs for entity confirmation
- brand — the brand associated with the organization
FAQ
What is the difference between logo and image?
logo is specifically the brand mark, the graphic identifier of the organization. image is a representative photograph or illustration. Google uses logo for the Organization Knowledge Panel brand identity. Use logo for your wordmark or logomark, and image for a photograph of your office, team, or product.
My logo is an SVG. Does Google support SVG for logos?
Google lists SVG as a supported format for logos in structured data. However, some older parsers and tools have limited SVG support. Providing a PNG or JPEG fallback is safer for universal compatibility. If using SVG, ensure it is accessible to Googlebot with no server-side restrictions.
Do I need to update structured data if my logo changes?
Yes. If you rebrand or update your logo file, update the URL in your structured data. If the URL stays the same but the file changes, Google will eventually re-crawl and pick up the new image. Explicitly updating the structured data and requesting a recrawl via Google Search Console speeds up the Knowledge Panel update.
