One brand,
every size it needs.

A brand isn't one logo file. It's the same mark showing up as a 16 px browser tab, a 98 px YouTube avatar, a 1500 px X header and a link preview in someone's group chat, and looking like itself every time. Most brands that look patchy online weren't designed badly. One export got stretched to cover all of those places. This guide covers the files to make once, then every size each platform asks for. Every figure comes from the platform's own help pages or developer docs, checked on 28 October 2026. Where a platform doesn't publish a size, we say so.

Quick reference

Stream graphics (Twitch and Kick emotes, badges, panels, offline screens) have their own page: stream graphic sizes.

Make these once

Every size below comes from a small set of master files. Make them first, and keep them in one folder, so nobody ever has to screenshot your logo off your own website.

• The full logo. Mark and name together, for your website header, banners and anything with room.
• The small mark. A version that works without the name: an initial, a symbol, a mascot head. This is the one that goes in every circle avatar and browser tab. A full wordmark at 30 px is unreadable.
• One-colour versions. All white and all black, for dark and light backgrounds, watermarks and photos.
• Square lockups. The small mark centred on a square with padding around it, on your brand colour and on transparent. Most profile pictures are cropped to a circle, so the mark needs space around it to survive the crop.

And the formats:

• SVG for every version above. It scales to any size without blurring, and it's what a web developer will ask for.
• PNG with transparency, exported large (at least 2000 px on the long side), for apps and sites that don't take SVG.
• Never JPEG for a logo. It can't be transparent, so the logo arrives in a white box, and it smudges the edges of flat colour.

The 30 px test: before signing off any logo, shrink the small mark to 30 px and put it next to a few big accounts' avatars. If you can still tell what it is, it will work everywhere on this page.

Your website

Favicon

The icon in the browser tab, bookmarks and Google's search results. Google's rules: it must be square, at least 8 × 8 px, and Google recommends larger than 48 × 48 px so it looks sharp on every screen. Google Search accepts ICO, PNG, GIF, JPEG, BMP, PPM and TIFF. SVG isn't on its list, so even if you use an SVG favicon for browsers, provide a PNG or ICO as well.

• Declare it in the head of your home page: <link rel="icon" href="/favicon.ico">.
• Keep its address stable, and don't block it in robots.txt. Google has to be able to fetch it.
• Use the small mark, not the full logo. At 16 px a single shape is all that survives.

Home-screen icons

When someone adds your site to their phone's home screen, it uses a separate, larger icon.

• Android and Chrome: your web app manifest needs at least a 192 × 192 px and a 512 × 512 px icon. Chrome scales those for every device.
• iPhone and iPad: declared with <link rel="apple-touch-icon">. Apple's current docs don't list a web size; most sites ship one 180 × 180 px PNG, which covers current iPhones.
• Use the square lockup on a solid colour, not transparent. Home-screen icons get rounded corners or a circle mask, and a transparent background turns black or white depending on the phone.

The share image (Open Graph)

The picture that appears when your link is pasted into Facebook, LinkedIn, WhatsApp, Discord, Slack or iMessage. It's set with an og:image tag. Without one, each app picks something at random from the page, often a cropped icon. Meta's figures:

• 1200 × 630 px recommended, as close to 1.91:1 as possible so it isn't cropped.
• At least 600 × 315 px to get the large preview. Smaller images show as a small thumbnail.
• 200 × 200 px absolute minimum, 8 MB maximum.

Keep the logo and any words in the centre. Some apps crop the same image to 2:1 or to a square.

YouTube

• Profile picture: shown at 98 × 98 px, max 15 MB, JPG, GIF, BMP or PNG (no animated GIFs). It's a circle, so use the square lockup.
• Banner: upload at least 2048 × 1152 px; 2560 × 1440 px is recommended, especially for TV. Max 6 MB. Only the centre 1235 × 338 px (measured on the 2048 version) shows on every device, so your name and logo go there. YouTube also asks for no borders, frames or shadows, because the crop cuts through them.
• Video thumbnails: 3840 × 2160 px recommended, 16:9, at least 640 px wide. JPG or PNG, up to 50 MB from a computer but only 2 MB from a phone. Custom thumbnails need a verified account.
• Shorts thumbnails: 2160 × 3840 px, 9:16, at least 640 px high. Verified accounts only, and for now only from YouTube Studio on a computer.
• Video watermark: square, at least 150 × 150 px, under 1 MB. The one-colour white mark works best here.

Design note: most people see your thumbnail at the size of a sidebar suggestion, not full screen. One face or object, three or four words at most, and strong contrast.

Instagram

• Photos: Instagram keeps a photo at full quality when it's 1080 px wide with an aspect ratio between 1.91:1 and 3:4: 1080 px wide and between 566 and 1440 px high. Wider or taller is cropped to fit. Narrower than 320 px is enlarged, and wider than 1080 is scaled down. 1080 × 1440 (3:4) takes up the most space in the feed.
• Reels: any ratio between 1.91:1 and 9:16, at least 720 px and 30 fps. Make them 1080 × 1920 at 9:16 for full screen.
• Reel cover: 420 × 654 px (1:1.55). It can't be changed after posting, so make it on purpose.
• Profile picture: we couldn't find a size in Instagram's help centre. It's a small circle, so use the square lockup, exported at 1080 × 1080.

TikTok

TikTok's help centre doesn't publish image sizes for accounts. Its advertising specs are the closest official figures:

• Video: vertical 9:16 is recommended, at least 540 × 960 px. Make it 1080 × 1920.
• Profile photo: the ad spec shows it at 98 × 98 px and says to keep the key element inside the centre 66 × 66 px so it isn't cropped. That's a good rule for the account photo too: the square lockup with plenty of padding.
• Keep text and logos away from the bottom and right of a video, where the caption and buttons sit.

X

• Profile photo: 400 × 400 px, JPEG, GIF or PNG, max 2 MB.
• Header: 1500 × 500 px. X warns that up to 60 px at the top and bottom can be cropped depending on the screen. Your profile photo also covers part of the bottom left, so keep anything important in the middle band.

LinkedIn Page

For a company page (not a personal profile). PNG or JPEG, max 3 MB each.

• Logo: 400 × 400 px recommended, at least 268 × 268.
• Cover: 1512 × 256 px. That's a very thin strip, about 6:1, so it's for a pattern, a colour field or a short line, not a photo with a subject.
• Life tab main image (needs Career Pages): 1128 × 376 px.

LinkedIn recommends a high-resolution JPEG over a PNG for the sharpest result.

Discord

• Server banner: at least 960 × 540 px, 16:9. A 1920 × 1080 image is resized for you. It needs Boosting Level 2 (Level 3 for an animated one, which plays for 5 seconds when the server loads).
• Keep the top 48 px simple, because your server name sits over it, and Discord advises against a logo or text in the banner itself. Key art or a subtle background works best.

Where brand kits usually go wrong

1. The wordmark as the avatar. A full name in a 98 px circle can't be read. That's what the small mark is for.
2. One export for everything. A thumbnail cut down from a banner, or a banner stretched from a square post. Each shape needs its own layout, built from the same parts.
3. Words at the edges of a banner. YouTube, X and LinkedIn all crop differently by device. Keep anything that must be read in the centre.
4. A white logo on a transparent PNG. It vanishes on a white background, and some apps show transparency as white. Keep the one-colour versions and check both.
5. No share image. The link to your new site gets pasted into a chat and shows a random crop. One 1200 × 630 image fixes it everywhere.
6. Only a JPEG of the logo. Ask for the SVG and the transparent PNGs at the end of any design job. Without them, every new platform means a blurry screenshot.

A checklist you can copy

1. Full logo, small mark, all-white and all-black versions, as SVG and large transparent PNG.
2. Square lockups of the small mark: on your brand colour, and on transparent.
3. Favicon (PNG or ICO, larger than 48 px), plus 192 and 512 px home-screen icons and a 180 px Apple touch icon.
4. Share image, 1200 × 630.
5. YouTube: banner 2560 × 1440 with the 1235 × 338 safe area marked, a thumbnail template at 3840 × 2160, and a 150 px watermark.
6. Instagram: a 1080 × 1440 post template and a 420 × 654 reel cover template.
7. TikTok and reels: a 1080 × 1920 video frame with the caption area marked.
8. X header, 1500 × 500.
9. LinkedIn Page logo 400 × 400 and cover 1512 × 256.
10. Discord server banner, 960 × 540 or 1920 × 1080.

Sources

Each figure above comes from the platform's own documentation, checked 28 October 2026: Google Search Central (favicon), web.dev (web app manifest), Meta for Developers (sharing images), YouTube Help (channel branding, thumbnails), Instagram Help (photo resolution, reels), TikTok for Business (in-feed ad specs), X Help (profile photos), LinkedIn Help (Page images) and Discord Support (server banners).

Need the whole set made? We design logos built to work at every one of these sizes, and deliver the files sized for each platform.