LinkedIn is a rented channel, and the one where prospects meet the brand before they meet the team. The company page and every team member's profile are the first credibility check. The studio team owns the page; each member owns their profile against these rules.
Regulations
LinkedIn sets these per format and changes them without notice. Nothing here is ours to negotiate.
| Format | Size / ratio | Safe area | File format | Max weight | Notes |
|---|---|---|---|---|---|
| Company logo | 400×400 · 1:1, min 268×268 | shown on light and dark surfaces | PNG/JPG | 3 MB | avatar logo variant |
| Company cover | 4200×700 · 6:1 | keep key detail away from the edges, because crops differ per device | PNG/JPG | 3 MB | displays around 1128×191; upload full size for sharpness |
| Post / link image | 1200×627 · 1.91:1, min 200 wide | n/a | PNG/JPG | 3 MB | narrower images collapse to a small thumbnail |
| Personal profile photo | 400×400 · 1:1 | circular crop, centre the subject | PNG/JPG | 8 MB | n/a |
| Personal banner | 1584×396 · 4:1 | profile card covers the lower left on desktop, so keep focus centre-right | PNG/JPG | 8 MB | community standard, not a published figure |
Company page values are LinkedIn's official spec. The personal banner size is the long-standing community standard the platform itself never states: treat it as reliable, not guaranteed. Verified 2026-07-05.
Standards
- Logo: the avatar variant fills the square company logo slot. LinkedIn shows it on both light and dark surfaces, so it has to hold on either. Variants: 4.1 Logo
- Colour: the cover image and post graphics carry the brand palette: 4.2 Colour
- Type: designed post graphics use the brand type roles: 4.3 Typography
- Export at spec, never up. The minimums in the table are LinkedIn's. The sizes we export at are ours, chosen so assets stay sharp on the displays that upscale them.
- Every link post carries its own image. Left to choose, LinkedIn picks a preview off the page, and it is usually a stray element.
- Voice: posts speak as senior practitioners, not as a marketing account. Arguments and work, no engagement bait. The register: 3.3 How We Communicate
Formats
Design is building the cover and post-image blanks at spec size, plus a personal-banner template so team profiles match the page. Each frame below holds its format at the exact ratio until the template lands.
Company cover, 4200×700 (6:1)
Post image, 1200×627 (1.91:1)
Personal banner, 1584×396 (4:1)
Tools
- Image Placeholder, blanks at any of the sizes above, for laying out drafts before the imagery exists
No LinkedIn-specific tool exists yet. A banner checker that shows where the profile card lands on desktop is the obvious first one, since that crop is the one people get wrong. Request it when the pain repeats.
Don't
Don't ship a link post without its image
A missing 1200×627 image lets LinkedIn pick the preview, usually a stray page element. The link card is the post's first impression.
Don't push cover content to the edges
The 6:1 cover crops differently on every device. Detail at the edges disappears on someone's screen. Keep the message in the middle.
Don't improvise the company logo
A padded, stretched, or recoloured mark in the square slot reads as a knock-off. The avatar variant exists for exactly this crop.
Checklist
- Avatar logo variant in the company logo slot, tested on light and dark
- Cover detail clear of the edges
- Every link post carries its 1200×627 image
- Personal banner focus centre-right, clear of the profile card
- Copy passes the voice check