Logo Schema:
Add and Validate Your Organization Logo

Logo schema is structured data that connects an organization to its logo image. In Schema.org, logo is a property, not a standalone schema type; its value can be an image URL or an ImageObject. For Google Search, place that property inside an Organization item: Google’s organization documentation explains how it can help identify the logo used in search results and knowledge panels.

Correct markup provides an explicit logo reference. It does not guarantee that Google will display the image or create a knowledge panel, as Google’s structured data guidelines explain.

Add logo schema with JSON-LD#

Google generally recommends JSON-LD, embedded in a script element in the HTML page’s head or body. The following implementation template uses placeholders for the organization name, website, and logo file:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "REPLACE_WITH_ORGANIZATION_NAME",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/images/logo.png"
}
</script>

The Organization vocabulary describes an organization and supplies the properties used here. name identifies the organization, url identifies its website, and logo associates its image with that entity. Replace the placeholder name and both example URLs before publishing. Use the logo file’s URL, rather than the address of a page containing the image.

Keep the name, website, and logo tied to the same organization. Use the public name shown on the page and the current logo that represents it. A product photograph or article illustration belongs to a different description; it should not be substituted for the organization’s identifying mark.

Use an ImageObject when needed#

The Google Organization guide also accepts an ImageObject with a valid contentUrl or url. This object can replace the string value of logo in the preceding template:

{
  "@type": "ImageObject",
  "contentUrl": "https://www.example.com/images/logo.png"
}

Keep the object inside the logo property of the organization item. Both forms reference the image; select the form that fits the existing markup and verify the referenced file.

Where to put the markup#

Place organization markup on the home page or one page describing the organization, such as an About page, following Google’s placement guidance. Repeating it on every page is unnecessary.

The organization must also be identifiable to visitors. Google’s introduction to structured data says markup should describe information visible on its page. Publish the organization name and logo in the page content, then make the structured data agree with them.

Inspect the site’s existing output before adding a script. According to Google’s CMS guidance, platform settings or plugins can supply structured data. Review those settings and the published HTML together:

1. Find the structured data item describing the site owner.
2. Check its organization name, website URL, and logo reference.
3. Update that item with the intended logo.
4. Review other items describing the same organization for conflicting values.

Choose a type that describes the entity accurately. Schema.org lists more specific Organization subtypes, while Google’s general guidelines recommend the most specific applicable type. Keep a suitable existing subtype when editing its logo.

Logo image requirements#

Prepare a logo that meets Google’s Organization image requirements:

• The image represents the organization named in the markup.
• It is at least 112 pixels wide and 112 pixels high.
• Its URL is crawlable and indexable.
• Its file format is supported by Google Images.
• Its appearance remains suitable on a plain white background.

Google’s image documentation lists supported formats including PNG, JPEG, WebP, and SVG. Select a file that meets the logo requirements as well as the format requirement.

Open the exact image URL from the markup and check the delivered file. Confirm that it is the current logo, meets the dimensions, and remains recognizable on white. Do not use a signed-in browser session as the sole accessibility check: Google requires structured-data images to be crawlable and indexable.

Check the published asset after a logo replacement. Update the visible page and its structured-data reference together, then confirm that the reference resolves to the intended image. This checks the actual file rather than relying on the filename or CMS preview.

Validate the markup and the published page#

Use separate checks for the schema vocabulary, Google’s supported features, and the live page. Google’s testing tool guide distinguishes the Rich Results Test from the Schema Markup Validator: the former checks Google features; the latter checks Schema.org markup without Google-specific validation.

Start with the Rich Results Test and inspect the detected organization item. Review the parsed name, website, and logo, then fix reported errors. Google’s Organization validation announcement confirms that the tool accepts a page URL or a code snippet. It also explains why older instructions referring to a separate logo report are outdated: Organization validation replaced the earlier logo report and logo-specific checks.

Use the Schema Markup Validator for an additional vocabulary check, particularly when reviewing relationships beyond Google’s supported features. A schema-valid result and a Google-specific test result answer different questions.

After publishing, inspect the page in Search Console. The URL Inspection documentation distinguishes Google’s indexed version from a live test of the current URL. Select Test live URL, then inspect the fetched HTML and rendered page to confirm that the intended organization data is present.

Compare the live result with the indexed result. A correct live page does not establish that Google has processed the latest version. Request indexing after a relevant update, while recognizing that an indexing request does not guarantee inclusion in Google’s index.

Why a logo is missing or outdated#

Check the published implementation in this order:

1. Organization data: inspect the actual page output and confirm the name and logo reference. Correct stale or conflicting values in the source that generates them.
2. Image file: follow the exact logo URL and compare its contents with the visible site logo. Correct the reference or replace the published asset as needed.
3. Page access: review crawl blocks, noindex, and login requirements; Google’s access guidelines require the structured-data page to be accessible.
4. Google’s processed version: compare live and indexed information in URL Inspection to identify changes Google has not yet processed.

Once those checks are complete, assess the remaining issue as search appearance. Google does not guarantee a structured-data feature, even after a successful Rich Results Test. A clean test is evidence about the markup, not a commitment to display the supplied logo.

Logo schema and favicons serve different purposes#

The small icon beside an ordinary search listing is controlled through favicon setup. Google’s favicon documentation uses a link element on the home page, separate from the organization’s logo property:

<link rel="icon" href="/favicon.png">

Use the actual icon file path in place of this example path. Organization markup names the entity’s logo; the favicon link identifies the site’s icon. Updating one should not be treated as configuring the other.

Google’s favicon guidelines require a square icon and access for Googlebot to the home page and Googlebot-Image to the icon. Check those requirements separately when troubleshooting the small search-result icon. Favicon display is also discretionary.

Frequently asked questions#