The “Business Logos and colors for ads” section in the “Business info" page of your Merchant Center account allows you to upload your store’s logos for use when advertising your products on Google.
This article outlines the steps and requirements for uploading your logos to Merchant Center. If you don't use a feature that requires a logo, no action is needed.
In this article
How it works
Logos and colors help customers recognize your business and products in ads. The logo you upload will be used for advertising your products on Google and viewed by users on screens of different sizes and resolutions.
For square logos, we recommend using branding that has been designed to be viewed on a small scale, such as favicons or logos used on your social media accounts. Square images don’t need to include the brand name. For wide rectangular logos, your image should include a brand title or name that makes it easy for a user to identify your store name.
Upload a new logo
In your Merchant Center, select Business info from the left navigation menu.
Under the “Business logos and colors for ads” section, click Edit logos and colors.
Find the requirements, max file size, and dimensions for the logo shape of your choice on the right side of the page (either square or rectangle). If your image doesn't fit into either set of these requirements, it won't upload and you'll receive an error message.
You can either drag and drop your image file from another window onto the logo shape of your choice, or hover your mouse over the box and click Upload to browse your computer for the file.
Remove, change or edit a logo
In your Merchant Center, select Business info from the left navigation menu.
Under the “Business logos and colors for ads” section, click Edit logos and colors.
On the logo you’d like to edit, click on the Bin icon
to remove it or the Browse icon to change it.
Any newly uploaded or replaced logos undergo a manual review in Merchant Center. Logos for retailers who use features that require a logo will be reviewed first. After the logo has been approved, the new image will immediately replace the existing logo in your store branding in your Shopping ads. If your logo has been disapproved, you can find more information about the rejection, and if possible, appeal the decision, in the Merchant Center notification center.
Logo requirements
Logos that appear in your Shopping ads must meet the requirements outlined below. All uploaded images are reviewed and must be approved by the Merchant Center team before appearing on your ads. We recommend that you upload both a square logo and a rectangular logo to ensure the best representation of your brand in any given situation.
Square logos
- Image type: Square logos must be viewable at a small scale, such as on mobile devices. We recommend using images designed for social media or as favicons.
Note: Square logos don’t need to include your store name.
- Aspect ratio: Square logos need to have an aspect ratio of exactly 1:1.
- SVG (recommended), PNG, or JPG file type: Images must be either an SVG, PNG, or JPG file. We strongly recommend SVG as it is scalable across a large range of sizes without loss of quality. If a PNG or JPG image is submitted, it must be between 500x500 pixels and 2000x2000 pixels in size.
- File size: Images files can’t be larger than 5MB.
Square logos example
| Quality | Example | Context |
|---|---|---|
|
Bad |
 |
The image has an excessive amount of white space around the primary part of the graphic (the "G"). This is also known as too much "padding". |
|
Good |
 |
The image makes good use of the space provided with the "G" taking up most of the provided area. |
|
Bad |
 |
The image is blurry and will appear illegible when viewed from different screens. |
|
Bad |
 |
The image contains information that isn't relevant to the branding (the website and the company name). The small text above and below the “G” graphic will be illegible when the logo is resized to fit small screens. |
|
Bad |
 |
The logo has too much white space around the primary part of the graphic (the word “Google”). Square logos should match the branding you already use for social media and favicons. They don’t need to contain the full business name. |
Rectangular logos
- Image type: Graphics and words used in rectangular logos must be viewable at a small scale, such as on mobile devices. Rectangular logos usually display the store name.
- Aspect ratio: Rectangular logos need to be wider than 1:1, but must not be wider than 2:1.
- SVG (recommended), PNG, or JPG file type: Images must be either an SVG, PNG, or JPG file. We strongly recommend SVG as it is scalable across a large range of sizes without loss of quality. If a PNG or JPG image is submitted, it must be at least 128px high and cannot be more than 2000px wide.
- File size: Images files can’t be larger than 5MB.
Rectangular logos example
| Quality | Example | Context |
|---|---|---|
|
Bad |
 |
This image has an excessive amount of white space around the |
|
Good |
 |
This image makes good use of the space provided, with the "Google" branding taking up most of the provided area. |
|
Bad |
 |
This image contains information that isn't relevant to the branding |
Logo quality issues
If your logo is rejected or doesn’t successfully process, you may need to make some changes to the image to meet our requirements. Common quality issues that lead to logo rejection include:
- The logo contains a watermarked image
- The logo belongs to a different retailer or doesn’t match your current branding
- The logo contains text that is illegible when the image is resized for smaller screens
- The logo contains too much white space (also known as negative space). Negative space should not be added to an image to make it fit within the dimensions.
- Any white space or background on logos should be made transparent. This doesn’t include images with colored backgrounds that are a set part of the logo.
- All uploaded logos must comply with Shopping ads policies. Any logos found to be in violation will be removed.
If your logo has been rejected, you'll receive an error message in your Merchant Center account. You can find the error message in the Merchant Center notification center. Once you've addressed the issue, you can upload a new logo to be reviewed.
Color controls (optional)
For Smart Shopping campaigns, you can provide the main and accent colors of your brand to ensure that your Display ads appear more prominently against different colored backgrounds. Your main color is used primarily for backgrounds and large areas of color, and your accent color is used mostly for buttons and calls to action.
To set up your colors:
In your Merchant Center, select Business info from the left navigation menu.
Under the “Business logos and colors for ads” section, click Edit logos and colors.
Choose your main and accent colors.
Either of your custom colors may be used. If you don't provide main and accent colors, your Display ads will serve with the default color rendering.