In a small, but important, update in the world of Search, Google has revised their visual guidelines to suggest that logos uploaded to the schema looks appropriate on white backgrounds. This revision adds on to a number of other guidelines for properties that Google has communicated, such as size and file format type. The kicker with this revision is that if the logo does not display properly, it may not qualify for inclusion in search. This has obvious repercussions for brand value and identity and further forces marketers to go out of their way to make sure that things fit in the way Google would like them to. However, this change mainly affects logos that are mostly gray or white and I'd be willing to bet that most of the marketers at those companies are aware of this nuance and are prepared to handle adjustments on an as needed basis. Regardless, it's yet another example of the power of Google and how it forces companies and brands to conform/adjust to their standards.
Sources:
- https://searchengineland.com/google-logo-schema-markup-now-requires-logos-to-look-good-on-white-backgrounds-376170
- https://developers.google.com/search/docs/advanced/structured-data/logo#structured-data-type-definitions
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