Logo

A logo is the visual mark that represents a brand: the name written in a distinctive typeface, a symbol, or a combination of the two. A logo is one part of brand identity; this entry covers only the logo itself: its types, the versions you need, technical requirements on digital platforms and legal protection.

What is a logo, and what types are there?

A symbol on its own takes years before customers recognize it on sight. New brands usually start with a combination mark and only use the symbol by itself once people know it well enough.

Which versions does a logo need?

A logo rarely shows up at the size the designer signed off on. On a phone it is often no bigger than a fingertip. A usable logo set should include the full version (horizontal and vertical), a compact version with just the symbol or the lettermark, a one-color version and a version for dark backgrounds.

Google’s requirements show why you need the compact version:

• Google Ads: business logos must be square, 1200×1200 px recommended and 128×128 px minimum, and clearly visible in both light and dark mode. Google shows them as circles by default at 28×28 px, so the important part has to sit within the central 80% of the image (Google Ads Help, Business information requirements, accessed October 2026).
• Google Search: favicons must be square and at least 8×8 px, and Google recommends going larger than 48×48 px (Google Search Central, Favicon, updated August 2026).
• A logo declared in Organization structured data must be at least 112×112 px and has to look good on a pure white background (Google Search Central, Organization structured data, updated September 2026).

How is a logo protected?

Logos are protected as trademarks. According to WIPO, a trademark is a sign that distinguishes the goods and services of one business from those of others. To protect it, you file with the trademark office of each country, or use the Madrid System if you need several countries. Registration usually lasts 10 years and can be renewed an unlimited number of times (WIPO, Trademarks, accessed October 2026).

Registration also pays off when you run ads. To use a logo on Google Ads that differs from the logo associated with your domain, for example a separate logo for one product line, the advertiser needs a valid registered trademark for that logo and has to complete brand verification.

A logo is not a brand. A new logo won’t fix a bad experience; that work belongs to the brand.

Example (hypothetical)

A banh mi shop in Da Nang has a horizontal logo: the shop name in thin handwritten lettering next to a detailed stalk of rice. On a 3-meter shop sign, it looks great. Shrunk to 28 px in a Google ad, the lettering turns into a smudge. The fix: keep the full version for the sign and packaging, and add a compact version with only a simplified rice stalk on the brand color, for the Facebook page profile picture, the favicon and Google Ads.

Frequently asked questions

What files should you receive when a logo is handed over?

The original vector files (SVG, AI or PDF), transparent-background PNGs in several sizes, every version listed above, the color codes and a one-page guide to clear space and minimum size.

Do a logo and a tagline always have to appear together?

No. A logo rarely changes, while a tagline can change from one phase to the next. At small sizes, drop the tagline so the logo stays readable.

If you want to check whether your current logo holds up in ads and search results, Adtek’s Creative Strategy team can talk it through with you via the contact page.