How to change your company logo on Google

To change your company logo on Google, first work out which logo you're looking at. Google can show it in three places it documents: the knowledge panel about your organization, a Business Profile for a location, and the favicon beside your website's search results. Each is changed in a different place, with its own file rules.

A fourth image, beside your name in search suggestions, has no documented route. This guide covers all four, with Google's specs for each as checked in November 2026. If the term is new, start with what a company knowledge panel is.

Which company logo on Google do you need to change?

That depends on where you see it. Match it to a row below; Google documents a separate route for three of the four places.

Two checks narrow it down. If your company never meets customers in person, it probably has no Business Profile: Google lists brands, organizations and other online-only businesses as ineligible.⁷ If the logo sits beside an ad, it's a Google Ads business logo, which has its own specifications.⁸

No knowledge panel yet? The favicon is the logo you can set for search results today, and Organization markup states your preferred logo for Search results and any panel.¹

How to change the logo in your company knowledge panel

Google documents two routes, and neither is an upload. One states your preference on your own website. The other asks Google to swap an image the panel already shows.

Observed on 2026-11-09: five of the six company panels we captured showed a small logo beside the name, as Nvidia's did (Figure 1). Khan Academy's showed none; its logo was the first and largest image in the collage (Figure 2).

1 2 3

1 2 3

Google doesn't document why some panels show a logo beside the name and others don't, and our captures can't show it. Its help on panel images describes featured images and automatically gathered collections, without mentioning logos as such.^4,3 Each panel is taken apart in full in the Nvidia knowledge panel and Khan Academy knowledge panel examples.

State your preferred logo with Organization markup

Google's Organization guide says the logo value “can help Google better understand which logo you want to show” in places such as Search results and knowledge panels.¹ Its business-details guide agrees: Organization markup on your official website identifies the image you want used as your logo.²

The markup belongs on your home page or a single page about the organization, such as your About page; it doesn't need to be on every page.¹ A minimal block looks like this:

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

The image has to meet four rules: at least 112×112 pixels, a crawlable and indexable URL, a file format Google Images supports, and a design that looks as intended on a pure white background.¹ If you use an ImageObject instead of a plain URL, its contentUrl or url must follow the same rules.¹

Then test and wait. Google suggests validating the markup with the Rich Results Test, checking the live page with URL Inspection in Search Console and asking for a recrawl. Finding and crawling a page can take several days.¹ The rest of the markup, including sameAs and legalName, is in Organization schema for a company knowledge panel.

Replace the featured image as a verified representative

If your panel already shows an image, someone who has claimed the panel can suggest a replacement. Google's steps as of November 2026:³

1. Sign in to Google Search with the Google Account you used to verify.
2. Search for your company and click Suggest edits at the top of the panel.
3. Add a direct URL of the image, ending in an image format such as .jpeg or .png. Don't send the address of the page where the image appears.
4. Check that the URL is publicly accessible, then submit.

The image must be appropriate, represent the topic and be different from an ad.³ Two limits matter for logos. Google can't add an image to a panel that has none, and it can't remove or reorder the related images shown alongside the featured one, though you can report an inaccurate image.³

Google's help doesn't say whether the logo beside a company's name counts as the featured image. Our interpretation: use this route for the panel's main image, and rely on markup for the logo. See how to claim your company's knowledge panel and how to edit it, field by field.

Why Google may still show another image

• Markup states a preference. Google makes no promise that structured data features will show up in results.¹
• Most images are gathered automatically. Google describes panel images, collections in particular, as a preview of Google Images results for the entity. The exception is a featured image chosen by a verified representative.⁴
• Display is automatic. Google says automated systems control when and where a panel appears, which “isn't something we can or would influence.”⁵
• The file breaks a rule. A logo smaller than 112×112 pixels or blocked from crawling falls outside Google's guidelines, and a mostly white or gray logo may not look right on white.¹

How to change your logo on a Business Profile

You upload it in Business Profile. Google's steps: open Google Search or Maps on a computer, search for the business's name and city, click Photos, then Add a logo or Change logo.⁶ Google's photo guidelines call for JPG or PNG, between 10 KB and 5 MB and at least 250×250 pixels, and recommend 720×720.⁶

If the logo doesn't appear, Google's help says to check that the profile has a name, a valid location with a street address, categories, a phone number and opening hours.⁶ New photos are reviewed against Google's policies, and they stay pending while a profile is unverified.⁶

A Business Profile is for a business that serves customers at a location or within a service area,⁴ and businesses create, claim and suggest changes to profiles through Business Profile.⁵ Google documents no link between the two logos, so a company with both should update both. The knowledge panel vs Business Profile guide explains which one your company has.

The favicon and site name beside your search results

The small icon next to your site's name in search results is your favicon. Google's method: add a <link rel="icon"> tag to your home page's header, pointing to the file.⁸ The file can be hosted elsewhere, such as on a content delivery network.⁸

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

Google's favicon guidelines, as of November 2026:⁸

• One per hostname. A subdomain can have its own favicon; a subdirectory can't.
• Crawlable. Googlebot must be able to crawl the home page, and Googlebot-Image the favicon file. Neither may be blocked by robots.txt.
• Square. At least 8×8 pixels, and Google recommends larger than 48×48.
• A listed format. BMP, GIF, ICO, PNG, JPEG, PPM or TIFF. SVG isn't on the list.
• Stable and representative. Keep the URL stable, and use an image that represents your brand.

Google says a favicon may not appear even when every guideline is met, and it replaces inappropriate favicons with a default icon.⁸ After a change, request indexing of the home page with URL Inspection; recrawling can take several days to several weeks.⁸

The site name is a separate setting

The name beside the favicon is the site name. Google chooses it automatically from your home page and references to it on the web. WebSite structured data on the home page is the strongest way to state a preference, and Google can't change a selected site name by hand.⁹

Each domain or subdomain gets one site name.⁹ Google says your Organization name and alternateName should match it.¹ Our interpretation: settle the name and logo together, so the favicon, site name and panel all point to the same identity.

Why does an old logo keep showing on Google?

Practitioner observation (not documented by Google): after a redesign, the old logo often survives in places the company doesn't control directly, such as cached images, Wikipedia, Wikidata and profile pictures on other sites. Google doesn't document which of these, if any, a panel uses, or how long an old logo can last.

Wikidata shows how an old logo stays on record. It can hold several values for one property, including historical ones, and marks the most current as “preferred”.¹³

Observed on 2026-11-09: Wikidata's item for Block, Inc., formerly Square, listed two logo images: the Square logo, dated February 2009 to November 2021, and a Block logo dated from 19 May 2025 and marked preferred.¹²

Our interpretation: a dated old value is a record of history, but a source that ignores ranks and dates could still pick it up. Google doesn't say how it treats them.

To replace an old logo, start with what you control. This order is our interpretation; Google documents only the markup, Feedback and featured-image steps.

1. Your website. Update the header logo, the file your Organization logo property points to and the favicon.^1,8
2. Your profiles. Update the image on every official social profile and, if you have one, the Business Profile logo.⁶
3. Recrawl and wait. Request indexing of the home page. Wait at least a week after the marked-up page was last crawled before reporting the old logo through Feedback.^2,8
4. Suggest a replacement. If the panel's featured image is still the old logo and your panel is claimed, suggest the new image by direct URL.³
5. Check Wikipedia and Wikidata. Follow each site's conflict-of-interest rules; Wikipedia strongly discourages editing articles about your own company directly.¹⁴ See Wikipedia, Wikidata and your company's panel.

If the logo changed because the company did, start with keeping a panel accurate through a rebrand.

Can you change the image beside your name in search suggestions?

Google doesn't document a way. Its autocomplete help explains that predictions reflect real searches and that some can be reported, but it doesn't mention these images or how they're chosen.¹¹

Practitioner observation (not documented by Google): some companies see a small image beside their name as they type it into Google, sometimes a product rather than the logo. The image tends to match one Google associates with the entity, such as the image in its knowledge panel.

Our interpretation: if that holds, the panel routes above may be relevant, but whether they change the suggestion is unproven.

Logo specs checklist

Two of the three logos are set on your own website, and their file rules differ. Google doesn't promise to show either one, even when every rule is met.^1,8 The Business Profile file rules are in its section above.

Our interpretation: one square PNG of 720×720 pixels, with a mark that reads on white, fits all three sets of rules, as long as the file stays between 10 KB and 5 MB for Business Profile.