logo · Essential · Required
The logo field is the URL to your organization's official logo image. This is what appears in Google's Knowledge Panel, search result branding, and AI-generated responses that reference your company visually.
Google requires the logo to be a crawlable image file (PNG, JPG, SVG, or WebP), at least 112x112 pixels, and representative of your brand. A favicon does not qualify. A stock image does not qualify. Your actual brand logo does.
AI answer engines that generate visual responses (Google AI Overviews, Bing Copilot) pull logos from Organization schema to display alongside cited content. If your schema has no logo or points to a broken URL, the AI uses a generic icon or pulls an incorrect image from elsewhere on your site. A properly defined logo with its own @id ensures your brand mark appears correctly every time AI references your organization.
Schema.org defines logo as a property of Organization, accepting either a URL string or an ImageObject.
Google has specific image requirements for logos to appear in search results: minimum 112x112px, crawlable, not blocked by robots.txt, and in a supported format.
Your logo should already be hosted on your website or CDN. In Webflow, check the Assets panel. Right-click your logo on the live site and "Copy image address" to get the full URL.
| Requirement | Details |
|---|---|
| Format | PNG, JPG, SVG, or WebP |
| Size | Minimum 112x112px, recommended 1200px wide |
| Aspect ratio | Square logos work best for Knowledge Panel |
| Background | Transparent or solid (not your website background) |
| Crawlable | Not blocked by robots.txt |
Type: URL (string) or ImageObject
Simple format (URL string):
"logo": "https://www.example.com/images/logo.png"Rich format (ImageObject with @id):
"logo": {
"@type": "ImageObject",
"@id": "https://www.example.com/#logo",
"url": "https://www.example.com/images/logo.png",
"width": 600,
"height": 60,
"caption": "Example Company Logo"
}The ImageObject format with @id is recommended for sites using entity graphs. It allows other entities to reference the logo without redefining it.
Add the logo URL in your Organization schema. In Webflow, logo images are typically hosted on cdn.prod.website-files.com. Copy the full CDN URL from your Assets panel:
{
"@type": "Organization",
"@id": "https://www.karpi.studio/#organization",
"name": "Karpi Studio",
"url": "https://www.karpi.studio",
"logo": {
"@type": "ImageObject",
"@id": "https://www.karpi.studio/#logo",
"url": "https://cdn.prod.website-files.com/.../logo.png"
}
}Reference the logo via @id on CMS pages. The full ImageObject definition lives on the homepage only.
Schema HQ stores your logo URL and injects it with proper @id referencing across all pages. Upload once, referenced everywhere.
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Stripe",
"url": "https://stripe.com",
"logo": "https://stripe.com/img/v3/home/twitter.png"
}{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"@id": "https://www.karpi.studio/#organization",
"name": "Karpi Studio",
"logo": {
"@type": "ImageObject",
"@id": "https://www.karpi.studio/#logo",
"url": "https://www.karpi.studio/logo.png",
"width": 512,
"height": 512
}
}❌ Using a relative URL:
"logo": "/images/logo.png"✅ Using an absolute URL:
"logo": "https://www.example.com/images/logo.png"❌ Using a tiny favicon:
"logo": "https://www.example.com/favicon.ico"✅ Using a proper logo image (112px+ ):
"logo": "https://www.example.com/images/logo.png"❌ Using a data URI:
"logo": "data:image/png;base64,..."✅ Using a hosted URL:
"logo": "https://www.example.com/images/logo.png"❌ Pointing to a blocked URL (robots.txt disallows the image path):
Check that your logo URL is not accidentally blocked. Test by pasting the URL directly in a browser.
name labels textually./#logo) so multiple entities can reference it.url.logo is specifically your brand mark.Schema HQ manages your logo with proper ImageObject format and @id referencing. Upload your logo once, and Schema HQ injects it correctly across every page. If you update your brand mark, one change propagates everywhere.
Google requires a minimum of 112x112 pixels. For best results across Knowledge Panel, AI responses, and rich results, use a square version at 512x512px or larger. The image file should be under 5MB.
Yes. Google supports SVG format for logos. SVGs are ideal because they scale without quality loss. Make sure your SVG is served with the correct MIME type (image/svg+xml) and is not blocked by robots.txt.
For basic implementations, the simple URL string works fine. For sites using @id referencing and entity graphs, use the ImageObject format with its own @id. This allows multiple entities across your site to reference the same logo definition without duplication.
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"address": { "@type": "PostalAddress", "streetAddress": "1600 Amphitheatre Parkway", "addressLocality": "Mountain View", "addressRegion": "CA", "postalCode": "94043", "addressCountry": "US"}Block quote
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