Which image requirements apply to an organization's logo for Google?

Definition: In Google's Organization structured data, logo identifies a representative organization logo as a URL or an ImageObject. Google lists a minimum image size, a crawlable and indexable image URL, a supported image format, and visibility on a purely white background.

Key facts

• Google's Organization structured data documentation, updated 8 September 2026, accepts logo as a URL or ImageObject and describes it as a representative organization logo.
• The logo image must be at least 112 by 112 pixels, according to the same documentation.
• The image URL must be crawlable and indexable.
• Google Search supports BMP, GIF, JPEG, PNG, WebP, SVG, and AVIF images referenced by an img element's src attribute, as described in Google image SEO best practices.
• Google asks site owners to check how the image looks on a purely white background, especially when the logo is mostly white or gray.

What dimensions and formats does Google specify?

The Organization documentation sets a minimum of 112 by 112 pixels. It does not give a maximum pixel size in the listed logo guidelines. The same list requires a file format supported by Google Images. Google's image documentation names BMP, GIF, JPEG, PNG, WebP, SVG, and AVIF for images referenced in the src attribute of img, and recommends that the filename extension match the file type.

The structured data can identify the logo directly by URL:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "url": "https://www.example.com",
  "logo": "https://www.example.com/images/logo.png",
  "name": "Example Corporation"
}

Google's example uses this URL form. Schema.org defines logo as an associated logo and lists ImageObject and URL as the expected value types.

How must Google reach the logo?

The logo image URL must be crawlable and indexable. If the value is an ImageObject, Google says its contentUrl or url property must follow the same guidelines as a URL value. The URL therefore points to the image resource that the page makes available to Google's systems.

Google's image guidance says standard HTML image elements help crawlers find and process images. It can find an image in the src attribute of an img element, including an img inside picture; CSS images are not indexed. A page that embeds the logo can therefore expose an ordinary image URL in HTML as well as identifying it in the Organization JSON-LD.

How should the logo look on white?

Google requires the image to look as intended on a purely white background. Its example is a logo that is mostly white or gray, which may become hard to see when displayed on white. Inspect the actual artwork against white, including any transparent areas, before using the URL in the logo property.

How can you check the implementation?

Google's Organization instructions recommend the Rich Results Test for validation and the URL Inspection tool after deployment. The page must be accessible to Google and free of a robots.txt block, a noindex tag, or login requirements. The logo URL itself still has to meet Google's separate crawlable and indexable image requirement.

Related terms

• Organization structured data
• Where should Organization structured data be placed on a website?

FAQ

What is Google's minimum logo size?

The minimum is 112 by 112 pixels. Google's Organization documentation gives this lower bound in its logo image guidelines.

Can an organization use an SVG logo?

Yes. Google Search lists SVG among the supported formats for images referenced in an img element's src attribute. The Organization documentation also requires the image URL to be crawlable and indexable.

How do I check whether Google can access the logo?

Use the URL Inspection tool to test how Google sees the page that contains the structured data. Google says the page must be accessible and must not be blocked by robots.txt, noindex, or login requirements.

Sources

1. Google Search Central, "Organization structured data", updated 8 September 2026
2. Google Search Central, "Image SEO best practices", updated 2 March 2026
3. Schema.org, "logo", undated

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