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Adding ALT Text to a logo

Unlocking the mystery of ALT Text for logos.

Confused about what is the right ALT text for a logo? You're not alone! While image descriptions are crucial, logos present a unique challenge.

Typically, you should use the words contained within the logo without any description about its size, colour or unusual characteristics, e.g. ‘Kindera – Accessibility as standard’. 

The Kindera logo (black on yellow background) with the text: alt="Kindera – Accessibility as standard" below the logo.


BTW, adding the word ‘logo’ to the end of the organisation name is unnecessary and a comma or en/em dash instructs a screen reader to briefly pause before reading the next word.

When your logo is used on an interior page on your website and it links to the home page, either:

• Change the ALT Text to be more descriptive about the link’s purpose, e.g. ‘Kindera home page’ as this will be read out by the screen reader, or
• Our preferred method is to retain the same ALT text for the logo, but add an aria-label to the anchor tag <a> that describes the link’s purpose.

The Kindera logo, but with the opacity reduced and a hand cursor hovering over the logo. Below the logo is the text: <a href=”/” aria-label=”Kindera home page”><img alt=”Kindera – Accessibility as standard” /></a>

Finally, if your logo has a separate tagline then remember to use the words in the image for the ALT Text, i.e ‘Accessibility as standard’

The words ‘Accessibility as standar’ (black on yellow background) with the text: alt="Accessibility as standard" below the logo.


Need a deeper dive? The W3C ALT Decision Tree provides a clear roadmap: https://www.w3.org/WAI/tutorials/images/decision-tree/