# Using Customer Logos on Your SaaS Site: Permission and Placement

> How SaaS companies should handle customer logos on their website, including getting permission, contract terms, choosing relevant logos, placement, design and keeping logos current.

Source: https://comppound.com/blog/using-customer-logos-on-your-saas-site-permission-and-placement (published 2026-09-25)

Customer logos are among the most common trust signals on SaaS websites. A row of recognizable brands below the homepage headline tells visitors that real companies rely on the product, and it does so in a glance. Logos also raise questions that many teams skip over: whether you have permission to show them, whether they are relevant to the visitor looking at them and whether they are still accurate. Using customer logos without permission is one of the quieter ways a SaaS company can damage a customer relationship, and outdated or irrelevant logos can undermine the very trust they are meant to build.

This guide covers why logos work, how to get and record permission, how to choose relevant logos, where to place them, how to design and contextualize them, how to keep them current and what to do when you do not have many yet.

## Why logos work

Logos work for three related reasons. They lend credibility, because a recognizable customer signals that someone careful has already evaluated your product and chosen it. They provide relevance, because visitors scan logo rows looking for companies like their own, and seeing a peer in their industry or size range suggests the product fits. And they act as social proof, implying adoption beyond a handful of early users.

The relevance point is the one teams most often underestimate. A visitor from a twenty-person agency may be more reassured by three agencies they have heard of than by one famous enterprise brand. The famous logo says you are legitimate. The relevant logos say you are right for them.

## Get permission before you display a logo

Displaying a customer's logo without permission can damage the relationship, especially if the customer's legal or brand team discovers it on their own. It may also create contractual issues, since some customer agreements explicitly restrict publicity, and many larger companies have strict policies about how their brand appears on vendor websites. Asking first avoids all of this and usually costs nothing more than an email.

Start by checking the customer's contract for a publicity clause. Some SaaS contracts include an optional right to name the customer, while others prohibit it unless the customer agrees in writing. Even if your contract grants publicity rights, ask the customer directly before using their logo. A contract clause signed months ago by a procurement team does not mean the person who manages the relationship today is comfortable with it. Get approval in writing, which can be as simple as a reply to an email, and confirm exactly where the logo will appear, such as the homepage, a specific landing page or sales materials.

Asking also has a benefit beyond protection. A customer who agrees to show their logo is often open to a testimonial or case study as well, so the request can become the start of a deeper reference relationship.

## Choose logos for relevance

Logos persuade most when they match your target audience. Choose logos from industries similar to those of your target buyers, from companies of similar size and from brands recognizable within your niche, even if they are unknown outside it. A specialist software company that every buyer in your market knows may carry more weight than a global consumer brand with no obvious connection to the use case.

If your product serves several distinct segments, consider showing different logos to each. A single logo row on the homepage has to serve everyone, but landing pages aimed at specific audiences can show the logos most relevant to them. That way each visitor sees the proof that applies to their situation.

## Where to place logos

### On the homepage

The most familiar placement is just below the hero section, often with a line such as "Trusted by teams at" followed by a row of logos. This placement catches visitors early, before they decide whether to scroll, and it supports the claims in the headline with immediate evidence.

### On the pricing page

The pricing page is a decision point, and visitors there are weighing risk. Placing a few logos near the plan cards or calls to action reassures them at the moment of commitment. Choose logos that match the plans: small-team customers near entry plans and larger customers near higher tiers.

### On landing pages

Campaign and segment landing pages should show logos relevant to the audience the page targets. A page aimed at agencies should feature agency customers, while a page aimed at SaaS companies should feature SaaS customers.

### Alongside case studies

Logos become far more persuasive when they link to a detailed story. On a customer stories page, each logo can lead to the case study behind it, so a visitor who recognizes a company can learn exactly how that company uses the product.

### In sales materials

Decks, one-pagers and proposals benefit from logos as well, but the same permission rules apply. Make sure the approval you received covers sales materials, not only the website.

## Design tips

Logos should look like a coherent set rather than a collage. Size them consistently so that no single logo dominates because its file happens to be larger. Many sites display logos in grayscale or a single brand-neutral color, which looks cleaner and prevents clashing colors from distracting visitors, though you should check whether any customer's brand guidelines forbid altering their logo. Avoid overcrowding. Eight well-chosen logos make a stronger impression than thirty tiny ones. And use high-quality files, ideally vector formats, so logos stay sharp on every screen.

## Add context to the logos

Logos alone can feel vague, because they suggest a relationship without describing it. Adding context makes them more convincing. A short testimonial next to a logo shows what the customer actually values. A link to a case study gives skeptical visitors a way to verify the relationship. Industry labels help visitors find peers quickly, particularly on pages that serve several segments. Context also guards against the suspicion that the logos are decorative, which some experienced buyers bring to every SaaS website.

## Keep logos current

Logos represent a claim about the present: these companies use the product. That claim goes stale over time. Remove a logo when the customer churns, because showing former customers misleads visitors and can embarrass you if a prospect asks the company directly. Remove it when permission is withdrawn, which should be handled promptly and politely. And update logos when brands change, since an outdated logo signals that nobody is maintaining the page.

The simplest way to manage this is a scheduled review, such as once a quarter, in which someone checks each displayed logo against account status and permission records.

## Handle a withdrawn permission gracefully

Sooner or later a customer will ask you to take their logo down. Sometimes a new marketing lead has a stricter policy, sometimes the company is being acquired, and sometimes they simply prefer not to be listed. Treat the request as routine. Remove the logo from the website within a day or two, then check every other place it might appear, including sales decks, one-pagers, webinar slides and partner materials. Reply to confirm it has been removed and thank them.

How you handle this moment matters more than the logo itself. A customer who sees a quick, polite response is likely to stay a customer and may agree to be listed again later. A customer who has to ask twice, or who finds their logo in a deck months later, starts to wonder what else you are careless with. Recording every location in your permission tracker makes the cleanup fast.

## Alternatives when you lack logos

Early-stage companies often have few customers willing to be named, or customers whose brands are not recognizable. That is normal, and there are honest alternatives. Testimonials without logos, with the customer's name, role and company type, can still be persuasive. Ratings from review platforms provide independent proof. A founder story that explains why the product exists and who it is built for builds trust in a different way. And usage figures you can genuinely support, such as the number of active teams, can indicate adoption without naming anyone. Avoid filling the gap with logos from free users who never agreed or from companies whose employees signed up once.

## Common mistakes

The mistakes are consistent. Logos are shown without permission. Former customers remain on the homepage long after they churn. Irrelevant logos are chosen for fame rather than fit. Too many logos crowd the page. And logos are presented in ways that imply a partnership or endorsement that does not exist, such as placing a customer logo next to the word "partners."

## A worked example (illustrative)

Imagine a growing SaaS company that displays twelve customer logos on its homepage. During a review, the team discovers that three of those customers have churned, two never gave explicit permission and one has rebranded. They introduce a simple process. A permission tracker records each logo, who approved it, the date, where it may appear and the account's current status. A short request template goes to happy customers asking whether they would be comfortable having their logo shown and explaining exactly where it would appear. A quarterly review removes logos from churned customers or where permission has been withdrawn, and updates rebranded ones. And logos are chosen by page, with agency customers on the agency landing page and SaaS customers on the SaaS page.

After the cleanup, the homepage shows fewer logos, but every one is current and approved, and the targeted landing pages have more relevant proof for their audiences.

## A permission request template

A request can be short and friendly:

> Hi [Name], thanks again for being a [Product] customer. Would you be comfortable with us displaying [Company]'s logo in the "Teams using [Product]" section of our homepage? If you'd prefer not, no problem at all. If yes, please confirm and let us know if there are any brand guidelines we should follow.

Store the written approval in your tracker so anyone on the team can check before using a logo in a new place.

## The takeaway

Customer logos build trust when they are used with permission, chosen for relevance and kept current. Place them near decision points, add context through testimonials and case studies, and review them on a schedule. If you are not sure whether a logo on your site today is approved, that uncertainty is the place to start.

## Keep reading

- [Using a Customer Community to Improve Retention](/blog/using-a-customer-community-to-improve-retention)
- [Using Customer Language in SaaS Copy](/blog/using-customer-language-in-saas-copy)
- [Customer Success for a SaaS Without a CS Team](/blog/customer-success-for-a-saas-without-a-cs-team)

## Frequently asked questions

### Do I need permission to use customer logos?

Getting explicit permission is best practice and may be required by contracts.

### Where should customer logos appear on a SaaS site?

Homepage, pricing page, landing pages, case studies and sales materials.

### Should I remove logos of former customers?

Yes, to avoid misleading visitors.

## About Comppound

Comppound runs SEO and AI search for B2B SaaS companies: a person sets the plan and reviews samples and every high-risk page, and AI speeds up production.

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