Updated September 2026 · Written and maintained by the Progression Agency strategy team
Google’s published recommendation for a Business Profile logo is 720 by 720 pixels, square, with a 250-pixel minimum. The dimensions are the easy part. The harder problem is that almost no business owns a square logo, and a horizontal wordmark forced into that slot is either illegible or cropped. This page covers the full image specification, where the logo actually appears, why uploads get rejected, and how to prepare a mark that still reads at the small sizes it is mostly seen at.
The short answerUpload at 720 by 720, not at the 250-pixel minimum. Google renders the logo at several different sizes across search, Maps, posts and review replies, and it downscales a large file cleanly but cannot add detail to a small one. And use a square submark rather than your horizontal wordmark — the slot is square, and shrinking a lockup to fit its width makes the type unreadable at the sizes that matter.
Google revises its image specifications and moves its management interface periodically, without always announcing changes. The figures here reflect Google’s published guidance at the time of writing; verify against the current Business Profile Help documentation before preparing a full asset set. Nothing on this page reports testing of a named client profile. Updated September 2026.
What size should a Google Business Profile logo be?
Square, and Google’s published recommendation is 720 by 720 pixels, with 250 by 250 the stated minimum. JPG or PNG, under 5 MB.
The logo slot is square, and this is the single most consequential fact about it. A wide horizontal wordmark — the kind most businesses actually own — will either be letterboxed into the square with empty space above and below, or cropped, depending on how it is prepared. Neither result is what the brand looks like anywhere else.
Upload at the recommended size rather than the minimum. Google displays the logo at different sizes across search, Maps and the knowledge panel, and it downscales cleanly from a larger file but cannot invent detail in a small one. A 250-pixel upload will look soft in every placement that renders larger than 250 pixels.
| Asset | Recommended | Minimum | Format and limit | Shape |
|---|---|---|---|---|
| Logo | 720 x 720 px | 250 x 250 px | JPG or PNG, up to 5 MB | Square |
| Cover photo | 1024 x 576 px | 480 x 270 px | JPG or PNG, up to 5 MB | 16:9 landscape |
| Additional photos | 720 x 720 px | 250 x 250 px | JPG or PNG, up to 5 MB | Varies by placement |
| Video | 720p or higher | 720p | Up to 30 seconds, up to 75 MB | Landscape or vertical |
| Product images | 720 x 720 px | 250 x 250 px | JPG or PNG | Square |
| Post images | 1200 x 900 px commonly used | 400 x 300 px | JPG or PNG | 4:3 landscape |
Google revises these specifications periodically and does not always announce changes. The figures above reflect Google’s published guidance at the time of writing; check the current Business Profile Help documentation before preparing a full asset set.
Why does a square logo slot cause so much trouble?
Because almost no business owns a square logo. Most brand marks are horizontal lockups, and forcing one into a square either shrinks it until it is illegible or crops the name off.
This is a design problem rather than a technical one, and it is worth solving properly once rather than re-solving it badly every time someone re-uploads.
The wordmark problem
A horizontal lockup scaled to fit a square’s width leaves large empty bands above and below and renders the type very small. At the sizes Google actually displays the logo, that type is frequently unreadable.
The crop problem
Filling the square by cropping removes part of the name, which is worse. Google does not crop your upload, but automated resizing pipelines and the profile’s various display contexts can make a badly prepared file look cropped.
The right answer: a submark
Most established brands have, or should have, a square or circular submark — a monogram, an icon, an initial. That is what belongs in this slot. If you do not have one, it is a small piece of design work with a lot of downstream use.
Padding matters
Leave modest internal padding rather than running the mark to the edges. Several placements render the logo inside a circular mask, and anything touching the corners will be clipped.
Background
A solid background reads more reliably than transparency, because the logo appears on both light and dark surfaces depending on the surface and the viewer’s theme.
Contrast
A pale mark on a pale background disappears at small sizes. Test at 48 pixels, not at full size, because that is closer to how it will actually be seen.
Where does the logo actually appear?
In the knowledge panel on desktop search, on the Maps listing, on Business Profile posts, and next to reviews and replies — at several different sizes, some of them very small.
People prepare this asset imagining the large knowledge-panel view and then never check the small ones. In practice the logo is seen most often at small sizes, in a list, next to competitors, where legibility beats detail every time.
- Desktop knowledge panel, alongside the business name and category.
- Google Maps listing, at a smaller size within the place card.
- Business Profile posts, where it identifies the poster.
- Owner responses to reviews, where it appears at a very small size next to the reply.
- Search results carousels and local packs, depending on the query and the surface.
- Some third-party surfaces that pull from Google’s business data.
- The mobile app, which renders several of these smaller again than desktop.
What is the difference between the logo, the cover photo and the main photo?
Three separate slots with three separate jobs, and Google does not guarantee which one it shows in any given surface.
This confuses almost everyone the first time. The logo identifies the business, the cover photo is the wide banner you nominate as the preferred header image, and the main or primary photo is what Google chooses to show most prominently — which is not always the one you nominated.
The important nuance: setting a cover photo tells Google your preference. It does not force it. Google’s systems select which image leads based on their own signals, including user-uploaded photos, and businesses regularly find a customer’s snapshot leading their listing rather than their own banner. The defence is not a setting; it is having a strong set of your own images so the selection has good material to choose from.
| Slot | What it is for | Do you control it? | Practical advice |
|---|---|---|---|
| Logo | Identifying the business | Yes, directly | Use a square submark, not a horizontal wordmark |
| Cover photo | Your preferred wide header | Preference only | Nominate one, but expect it to be overridden |
| Main / primary photo | What Google leads with | No | Upload enough good photos that the choice is a good one |
| Additional photos | The gallery | Yes, you add them | Interior, exterior, team, product — and keep adding |
| Customer photos | Uploaded by the public | No | Cannot be removed unless they violate policy |
How do you upload or change the logo on a Google Business Profile?
From the profile management interface, either through search when signed in as the owner, or through the Business Profile Manager for multi-location accounts.
Google has moved the management interface more than once, and the route now depends on how many locations you manage. For a single location, the profile is edited directly in search results when you are signed in to the owning account; for multiple locations, through the dedicated manager. The steps below describe the operation rather than a fixed sequence of menu labels, because the labels have changed.
- Sign in to the Google account that owns or manages the profile. This is the step that most often goes wrong, because businesses frequently have several accounts with partial access.
- Open the profile — either by searching for your own business name while signed in, or through the Business Profile Manager if you handle multiple locations.
- Find the photos section of the profile editor.
- Choose the logo slot specifically, not the general photo upload, which adds to the gallery instead.
- Upload a square file at the recommended size, in JPG or PNG, under the size limit.
- Save, then allow time for the change to propagate. Updates are not always instant and can be held for review.
- Check the result on desktop search, on Maps and on a phone, because they render differently.
Why has my logo not changed, or why was it rejected?
Usually propagation delay, a pending review, a file that breaches a policy, or an edit made from an account that does not actually own the profile.
Image changes on a Business Profile are not always applied immediately, and Google reviews some edits before publishing them. When a change genuinely does not take, the causes are a short list.
- The edit is still pending review. Some profile changes are held, particularly on profiles with a history of edits or in categories under closer scrutiny.
- The file breaches the guidelines — promotional text baked into the image, a phone number, a watermark, or content unrelated to the business.
- The image is below the minimum dimensions, or the file exceeds the size limit.
- The edit was made from an account with limited access rather than ownership.
- The change was made on a duplicate listing rather than the verified one, which happens more often than businesses expect.
- The profile is suspended, in which case edits will not publish until the suspension is resolved.
- Browser cache is showing you the old version — check in a private window before troubleshooting anything else.
What makes a business profile logo work at small sizes?
Simplicity. One idea, high contrast, generous padding and no fine detail. Everything else fails at 48 pixels.
The design constraints here are the same as for a favicon or an app icon, and the successful approach is the same: reduce until only the recognisable core remains.
One element, not three
A mark that combines an icon, a wordmark and a tagline has three things competing for a space that can legibly hold one.
High contrast
Test against both white and dark surfaces. Profiles appear in interfaces that invert, and a mark tuned for one will vanish on the other.
No thin strokes
Hairlines that look elegant at full size disappear entirely when the file is downscaled to list size.
Padding for circular masks
Assume the mark may be rendered inside a circle. Anything in the corners will be cut.
Avoid text under about four characters tall
If the name has to be readable, it needs to be a monogram rather than the full wordmark.
Consistency with other surfaces
This mark should be the same one used as the site favicon and on social profiles. Recognition across surfaces is most of the value.
Test before uploading
Scale the file to 48 pixels on your own screen and look at it. That takes ten seconds and prevents the most common mistake.
How much does the logo actually matter for local ranking?
Directly, very little. Indirectly, more than people assume, because profile completeness and engagement do influence performance and images drive engagement.
It is worth being straight about this rather than overselling it. Google has not stated that logo quality is a ranking factor, and there is no reason to think a better-looking mark moves a listing up the local pack on its own.
What is well established is that complete, image-rich profiles get more interaction, and that interaction with a listing is part of how these surfaces work. A logo is one of the cheapest completeness items to fix, and it does the disproportionate work of making a listing look like a real, currently operating business rather than an abandoned entry. That is a conversion argument more than a ranking one, and it is the honest version.
| Action | Effort | Direct ranking effect | Practical effect |
|---|---|---|---|
| Adding a logo where there is none | Minutes | None stated | Listing stops looking abandoned |
| Replacing a cropped or blurry logo | Minutes | None stated | Credibility at small sizes |
| Adding 10-20 genuine photos | Hours | None stated | More material for Google to lead with |
| Keeping photos current | Ongoing | None stated | Signals an operating business |
| Adding a short video | Hours | None stated | Differentiates in a crowded local pack |
| Full profile completeness | Days | Contributes | Completeness is a stated consideration |
What about multi-location businesses and franchises?
Use the same logo everywhere. The temptation to vary it by location is almost always a mistake, and bulk management makes consistency easy to enforce.
For a business with more than a handful of locations, the profile assets should be managed centrally and identically. Individual location managers uploading their own variants — a photo of the storefront, a regional badge, an old version of the mark — produce exactly the inconsistency that makes a chain look unmanaged when the listings appear together.
- Set the logo once and apply it across all locations rather than per location.
- Restrict who can edit profile images, because uncontrolled access is how variants appear.
- Keep the cover photo location-specific if the premises genuinely differ; keep the logo identical.
- Audit periodically — listings drift, and a location that changed hands may have been edited by someone outside the organization.
- Watch for duplicate listings, which frequently carry an old logo and outrank the real one.
- Document the asset specifications internally so a new location does not start from scratch.
| Placement | Rendered size, approximately | Masking | What breaks first |
|---|---|---|---|
| Desktop knowledge panel | Largest of the set | Square or rounded | Little; most marks survive here |
| Maps place card | Medium | Rounded | Fine detail and thin strokes |
| Owner reply to a review | Very small | Circular | Any text longer than a monogram |
| Business Profile post | Small | Circular | Low-contrast marks disappear |
| Mobile app listing | Small | Rounded | Multi-element lockups become mush |
| Website favicon | Smallest | Square | Everything except a single bold shape |
| Social profile picture | Small | Circular | Corners of a square-filling mark get clipped |
| Email signature | Small to medium | None | Transparency against a colored background |
Local listings that are actually managed
We audit and standardise Business Profiles across locations — images, categories, descriptions, duplicates and reviews. Tell us how many locations you run.
Profile audit
Ownership, duplicates, categories, images and hours checked against what is actually true. See our Business Profile optimization guide.
Asset standardisation
One correctly prepared square mark, one specification, applied everywhere rather than reinterpreted per location.
Duplicate resolution
Old and unverified listings frequently carry outdated branding and sometimes outrank the real profile.
Review management
The other half of what makes a local listing convert, and the half that compounds. See how to get more Google reviews.
Ongoing maintenance
Profiles drift. Hours change, photos age, and edits arrive from outside the business more often than owners realize.
Video: local search and marketing practice
A general library on marketing practice. The Business Profile material on this page stands on its own; these are background viewing on the wider discipline.
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Frequently asked questions
What size should a Google Business Profile logo be?
What are Google my Business logo dimensions?
Does the Google Business Profile logo have to be square?
What size is the Google Business Profile cover photo?
Why is Google showing a customer’s photo instead of my cover photo?
What file formats does Google Business Profile accept?
Why was my Business Profile logo rejected?
Why has my logo not updated on Google?
How long does a Business Profile logo change take to appear?
Can I use a transparent PNG for the logo?
Should the logo have padding around it?
Does the logo affect local SEO rankings?
How many photos should a Business Profile have?
Where does the Business Profile logo appear?
How do I change the logo on my Google Business Profile?
Can each franchise location have a different logo?
What size should Google Business Profile post images be?
Can I remove a customer photo from my listing?
Does the same logo work for the website favicon?
What is the single most common mistake with this asset?
Sources and further reading
- Google Search Essentials — SEO starter guide
- Google: creating helpful, reliable, people-first content
- Google: intro to structured data
- Google: LocalBusiness structured data
- Google: FAQPage structured data
- Google: Article structured data
- Google: Product structured data
- Google: title links in search results
- Google: control your snippets
- Google: robots.txt introduction
- Google: sitemaps overview
- Google: consolidate duplicate URLs
- Google: redirects and Search
- Google: JavaScript SEO basics
- Google: multi-regional and multilingual sites
- Google Search Central Blog
- Google: get started with Search Console
- Google: how local search results are determined
- Google Business Profile: prohibited and restricted content
- Google Business Profile: address and service area guidelines
- Google Business Profile: review policy
- Google Business Profile: add or edit categories
- Google Ads: location targeting settings
- Google Ads: about negative keywords
- Google Ads: about Quality Score
- Google Ads: importing offline conversions
- Google Ads: about Smart Bidding
- Google Ads: about Performance Max
- Google Local Services Ads: eligibility and screening
- Google Ads: keyword match types
- Google Analytics 4: about conversions
- Google Analytics 4: attribution models
- US Census Bureau QuickFacts: New Jersey
- US Census Bureau: American Community Survey
- US Census: Statistics of US Businesses
- Bureau of Labor Statistics: New Jersey data
- BLS: Occupational Employment and Wage Statistics
- NJ Department of Labor: labor market information
- New Jersey Business Action Center
- US Small Business Administration: New Jersey district
- USA.gov: business resources
- web.dev: Core Web Vitals explained
- web.dev: Largest Contentful Paint
- web.dev: Cumulative Layout Shift
- web.dev: Interaction to Next Paint
- Google PageSpeed Insights
- Google Rich Results Test
- Google Search Console
- W3C Markup Validation Service
- Schema.org: LocalBusiness type
- Schema.org: Service type
- Schema.org: FAQPage type
- Schema.org: HowTo type
- W3C: WCAG 2.2 quick reference
- FTC: CAN-SPAM Act compliance guide
- FCC: telemarketing and robocall rules (TCPA)
- FTC endorsement guides — reviews and testimonials
- FTC: rule on consumer reviews and testimonials
- HHS: HIPAA guidance on online tracking technologies
- New Jersey Courts: attorney advertising guidelines
- New Jersey DCA: construction codes and permits
- New Jersey Home Improvement Contractor registration
- New Jersey Division of Consumer Affairs
- TikTok for Business
- TikTok Creative Center
- TikTok Ads Help Center
- TikTok Community Guidelines
- TikTok Terms of Service
- TikTok Privacy Policy
- TikTok Safety Center
- TikTok Transparency Center
- TikTok Creator Portal
- TikTok Newsroom
- TikTok for Developers
- TikTok advertising solutions
- TikTok Creator Marketplace
- TikTok Business Center
- TikTok for Business blog
- TikTok Creative Center: top ads
- TikTok Branded Content policy
- TikTok Shop for sellers
- Instagram for Business
- Instagram for Creators
- Instagram Help Center
- About Instagram
- Meta Business Suite
- Meta Business Help Center
- Meta Transparency Center
- About Meta
- Meta: Instagram platform docs
- YouTube Creators
- YouTube Official Blog
- YouTube Shorts help
- How YouTube Works
- YouTube Studio
- LinkedIn Marketing Solutions
- LinkedIn Help
- Pinterest Business
- Pinterest Business Help
- Snapchat for Business
- X for Business
- Reddit communities
- Reddit for Business Help
- ASCAP
- BMI
- SESAC
- Global Music Rights
- PRS for Music (UK)
- PPL (UK)
- SOCAN (Canada)
- APRA AMCOS (Australia)
- GEMA (Germany)
- SACEM (France)
- SIAE (Italy)
- JASRAC (Japan)
- IFPI
- RIAA
- National Music Publishers Association
- Harry Fox Agency
- SoundExchange
- Music Reports
- Epidemic Sound
- Artlist
- Soundstripe
- PremiumBeat
- AudioJungle
- Free Music Archive
- Creative Commons
- Incompetech
- FTC: advertising and marketing
- FTC: disclosures 101
- FTC: endorsement guides
- FTC: consumer reviews rule
- FTC: advertising FAQs
- US Copyright Office
- US Copyright Office: DMCA
- US Copyright Office: music FAQ
- US Copyright Office: fair use FAQ
- USPTO: trademarks
- UK Advertising Standards Authority
- ACCC (Australia)
- Competition Bureau Canada
- GDPR overview
- California Consumer Privacy Act
- COPPA
- FTC: children’s privacy
- W3C Web Accessibility Initiative
- W3C: WCAG
- W3C: captions
- W3C: making audio and video accessible
- ADA.gov
- WebAIM
- Epilepsy Foundation
- Pew Research: internet and technology
- DataReportal
- US Census Bureau
- US Bureau of Labor Statistics
- Interactive Advertising Bureau
- Think with Google
- Google Trends
- Nielsen insights
- Schema.org: VideoObject
- Schema.org: SocialMediaPosting
- Schema.org: MusicRecording
- Schema.org: HowTo
- Schema.org: FAQPage
- Schema.org: Organization
- Google: video best practices
- Google: video structured data
- CapCut
- Adobe Premiere Rush
- DaVinci Resolve
- Canva
- Descript
- VEED
- Kapwing
- Otter.ai
- Later
- Buffer
- Hootsuite
- Sprout Social
- Google Analytics
- Google Search Console
- Google Analytics developer docs
- GA4: events and conversions
- Matomo
- Plausible Analytics
- Similarweb
- UK Information Commissioner’s Office
- Office of the Privacy Commissioner of Canada
- Australian OAIC
- European Data Protection Board
- EU data protection
- EU Digital Services Act
- Ofcom
- FCC
- AIGA
- Nielsen Norman Group
- Smashing Magazine
- web.dev
- MDN: web media
- MDN: the video element
- ISO 21001 (reference)
- Buma/Stemra (Netherlands)
- STIM (Sweden)
- Teosto (Finland)
- Koda (Denmark)
- TONO (Norway)
- IMRO (Ireland)
- SGAE (Spain)
- ZAiKS (Poland)
- KOMCA (South Korea)
- MCSC (China)
- CISAC
- World Intellectual Property Organization
- TikTok: creating videos
- TikTok: exploring videos
- TikTok: privacy settings
- TikTok: growing your audience
- TikTok Creator Academy
- TikTok Effect House
- TikTok for small business
- Instagram: Reels help
- YouTube: Shorts best practice
- How YouTube recommends
- Pinterest Predicts
- Snapchat for Business
- Hootsuite blog
- Social Media Examiner
- Marketing Week
- Adweek
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