Hello! We’re John and Brian, and we’ve been designing websites and brands for small businesses from our office in Preston, Lancashire since 2009. Web design brings lots of things together, from images and text to typography and colour. One of the most important is your logo. So how important is your logo in web design, and how should you use it on your website? Here’s our guide.

How important is your logo in web design?

Very. Your logo is usually the first piece of branding visitors see on your website, and it does several jobs at once: it confirms they’ve found the right business, it ties your website to the rest of your brand, and it helps set the look and feel of the whole site. On its own, a logo won’t win you customers, but a weak or badly used logo can make an otherwise good website feel less trustworthy.

Why your logo matters on your website

Cohesive design. If you have a shop or office, your logo will already be on your signs, letters, vans and perhaps uniforms. Using it consistently on your website shows that the site is simply an extension of your real-world business, and helps people remember you.
Brand identity. A clear identity helps you stand out from similar businesses, especially when customers are comparing several websites. It also helps people connect with your personality, which can build loyalty over time.
A professional touch. A well-designed logo shows that your business is established and takes itself seriously. That can be the extra bit of reassurance someone needs before they get in touch or buy.
Easy navigation. On almost every website, clicking the logo takes you back to the homepage. Visitors expect this, so make sure yours does.

Positioning your logo on your website

Put it at the top. The top left of the header is the most common position, with the top centre as an alternative. Either way, it should be one of the first things people see.
Get the size right. Large enough to read clearly, but not so big that it pushes your main message down the page, especially on phones.
Think about sticky headers. If your header stays on screen as people scroll, a slightly smaller version of your logo keeps it visible without taking up too much space.
Give it space. Keep clear space around your logo so it doesn’t get crowded by menus or buttons.

Let your logo guide your colour scheme

Your logo will usually use one or two main colours. Make these prominent parts of your website’s colour scheme, for example in buttons, headings and backgrounds, to tie everything together. If your logo colours are very bright or very pale, you might use them as accents and choose a stronger, more readable colour for text.

Getting the technical side right

Use the right file format. An SVG file stays sharp at any size. If you use a PNG, make it about twice the size it’s displayed at so it looks crisp on high-resolution screens.
Have versions for light and dark backgrounds. A white version is handy for dark footers and images.
Add a website icon. The small icon in browser tabs and bookmarks (often called a favicon) is usually a simplified version of your logo. WordPress asks for an image of at least 512 × 512 pixels.
Write sensible alt text. When your logo links to the homepage, its alt text should describe where the link goes, for example your business name followed by “home”. The W3C’s guidance on functional images explains why.
Match your social profiles. Use the same logo, or a square version of it, as your profile picture on social media.

Logo mistakes to avoid on your website

A blurry logo. Low-resolution files look fuzzy on modern screens and make a business look less professional.
A logo that isn’t clickable. Visitors expect the logo to take them back to the homepage.
A white box around it. Use a version with a transparent background so it sits cleanly on any colour.
Too big on mobile. An oversized logo can push your headline and call to action out of view on a phone.
Different versions everywhere. Old and new versions of your logo across your website and social profiles confuse people. Use one consistent set.

When is it time to refresh your logo?

It might be time to look again at your logo if it’s hard to read at small sizes, looks dated next to your competitors, doesn’t work on a dark background, or no longer reflects what your business does. A refresh doesn’t have to mean starting again. Often a tidy-up of the lettering, colours and proportions is enough to bring an existing logo up to date while keeping the recognition you’ve built.

Logo and web design FAQs

Where should a logo go on a website?

At the top of every page, usually top left, and linked to your homepage.

What size should my logo be on my website?

There’s no fixed size, because it depends on the shape of your logo and your header design. It should be easy to read on a phone without dominating the screen.

What format should my website logo be?

SVG is ideal for websites. Otherwise, use a high-resolution PNG with a transparent background.

Need a logo, or a website to match it?

We help businesses with branding as well as websites, and we run a free logo design programme for registered, trading businesses (you apply, and terms and conditions apply). To talk about your logo or your website, give John and Brian a call on 01772 822626 or get in touch online. You’re welcome to pop into our Preston office for a coffee too.