Alt text examples › Logos
Logo alt text is short, but it is often wrong in a predictable way: people describe the artwork ("blue bird icon") instead of naming the organisation, or forget that a header logo is a link back to the homepage. The rule is simple: say whose logo it is, and if it is a link, say where it goes.
| # | The image | Bad alt | Good alt | Why |
|---|---|---|---|---|
| 1 | Site header logo linking to the homepage | logo | Acme Outdoor home | The logo is the link text. "logo" says nothing about the destination; the company name plus "home" does. |
| 2 | Same header logo, but a visible text name sits right next to it inside the same link | Acme Outdoor home | (empty alt="") | When the link already contains the company name as text, a second announcement is redundant. Empty alt avoids "Acme Outdoor Acme Outdoor home". |
| 3 | Wall of 12 client logos under the heading "Trusted by" | client logo, client logo, client logo… | Shopify / Stripe / Notion (one name per logo) | Each logo's alt is just the company name. The heading already gives the context "trusted by". |
| 4 | Partner logo that links to the partner's website | Partner | Stripe (opens stripe.com) | A link must say where it goes. Naming the destination site helps users decide whether to leave the page. |
| 5 | Footer logo repeated, not linked, purely as branding | Acme Outdoor company logo blue mountain icon with text | (empty alt="") | A non-linked decorative repeat of a logo already announced in the header adds noise. Treat it as decorative. |
| 6 | Award badge: "Best Hiking Gear 2025, Outdoor Magazine" | badge | Outdoor Magazine Best Hiking Gear 2025 award | Badges carry a claim. The claim is the information, so the alt must contain it. |
| 7 | App store badge "Download on the App Store" linking to the app | apple logo | Download Acme on the App Store | Functional image: describe the action, not the apple artwork. |
| 8 | A logo shown in a blog post about a rebrand, old vs new | Acme logo | Old Acme logo: a green mountain outline above the name in serif capitals | Here the design itself is the subject of the article, so describe the visual. Context decides how much detail a logo needs. |
WCAG 1.1.1 Non-text Content (Level A) and 2.4.4 Link Purpose (Level A): when a logo is the only content of a link, its alt text is the link text and must say where the link leads. The full requirement is explained in our guide to WCAG 1.1.1 alt text requirements.
Upload a photo to the free generator and get a draft in seconds (3 images a day, no signup). On WordPress, Alt Text BYOK writes it automatically on upload and fixes your whole media library in bulk, using your own AI key.
Try the free alt text generator Alt Text BYOK for WordPress