Logo markup is the logo property on an Organization, pointing to an image that represents the company. Google may use it in search results and knowledge panels. Google now documents logo guidance as part of its Organization structured data page, with requirements for size, format and crawlability.
Image requirements
Google asks for an image at least 112 by 112 pixels, in a format Google Images supports, that is crawlable and indexable. The logo should look right on a white background. A square version works best since many surfaces crop to a square or circle.
{
"@context": "https://schema.org",
"@type": "Organization",
"url": "https://www.saddlecroft.example/",
"logo": "https://www.saddlecroft.example/brand/logo-square-512.png"
}Logos versus favicons
The small icon next to the site name in many results is the favicon, which Google takes from the link rel=icon tag, not from logo markup. A wrong icon in results usually needs a favicon fix. Logo markup affects larger surfaces such as knowledge panels, where Google may also use other sources.
Keeping it stable
Use a stable URL that does not change with each build. Hashed filenames from asset pipelines change on every deploy and can leave Google holding an outdated URL. A fixed path for the logo file avoids this.
Example
A rebrand
Saddlecroft redesigns its brand. It replaces the logo file at the same stable URL used in its Organization markup, updates its favicon, and requests recrawling of the homepage. Google picks up the new images over time.
Common mistakes
Logo blocked from crawling
An image in a folder disallowed by robots.txt cannot be used.
Fixing the logo when the favicon is the problem
The icon beside results is the favicon. Check which one is wrong before changing markup.
Questions
No. It is a signal Google may use. Knowledge panels draw on several sources.
