---
name: Logo cloud
slug: logo-cloud
category: layout
status: published
created: 2026-08-21T00:00:00.000Z
modified: 2026-08-21T00:00:00.000Z
definition: A row or grid of customer logos used as social proof, usually
  flattened to one colour so no brand dominates.
aliases:
  - name: logo bar
    source: community
  - name: logo wall
    source: community
  - name: logo garden
    source: community
  - name: client strip
    source: community
  - name: as seen in
    source: community
tags:
  - commerce
relations:
  contrastWith:
    - social-proof
  variantOf: []
  partOf: []
  seeAlso:
    - marquee
implementations: []
sources: []
demo: inline
exhibit: false
useWhen: proof by association, laid out as a strip of marks
---

A logo cloud is a band of customer, partner or press logos, usually sitting just below the
[hero](/hero) with a line of copy above it saying who these people are. It is the shortest
form of [social proof](/social-proof) a page can carry: no quote to read, no number to
evaluate, just marks a visitor may recognise. The recognition is the whole mechanism, which
is why the row is normally placed high on the page and why the marks chosen are the ones
most likely to mean something to the audience being addressed, rather than simply the
largest accounts.

The craft is almost entirely in the flattening. Every logo in the row arrives with its own
brand colour, its own weight, and its own optical size, and left alone the loudest one wins:
a saturated red mark beside five quiet blue ones is the only thing the reader sees, and the
row stops reading as one claim and starts reading as a collection of unrelated pictures. So
the row is rendered in a single ink, typically the page's own muted grey, with each mark
scaled to look the same size rather than measured to the same box. Optical sizing matters
because a wide wordmark and a square lettermark at identical widths do not look identical:
match the apparent weight, and expect to nudge individual marks. Grey also solves a
permission problem, since a monochrome treatment is far easier to get approved than one that
recolours somebody's brand.

Two honest notes about what this pattern is and is not. It is usually true, and it is not a
dark pattern: real customers, named with permission, is the ordinary case, and a reader
skimming a row of marks is doing a reasonable thing. [Fake social proof](/fake-social-proof)
is a separate choice, made when the marks are companies that merely evaluated the product,
or trialled it years ago, or are being passed off as customers when the relationship ran the
other way. The line is factual rather than visual, so the same row is either fine or
deceptive depending on facts a reader cannot see, which is exactly why the ones who care
look for the case studies underneath.

The other note is accessibility and weight. Logos are images of text, so each one needs a
name in its alt text (the company, not "logo"), and a row of a dozen files is a real load
cost for a decorative band, which is what SVG and lazy loading are for. Resist growing the
row: past six or eight marks the reader stops reading names and starts seeing texture, and a
scrolling [marquee](/marquee) of logos, a common way to fit more in, sacrifices the one thing
the pattern is for, which is letting somebody find the name they already trust.