Logo Alt Texts & Accessibility Statements 2025

Logo 2025 Report

Report Content

Heraldry of LogosLogo 2025 Report Tab

Introduction | Alphabet of Logos | The very short list of Best Practice Instances | Three Excellent Examples of Boldly Big Logos | Three Examples of Technical Presentation Issues | A full breakdown of the File Formats currently in use | Three Examples of Poorly Designed Logos | Six Disappointing Examples of Logos with Illegibly Small Font Size | Ten Resized Handsome Logos and Original Tiny Size


Logo & Accessibility Statement Data

A table presenting:

  1. 430+ College/Adult Education Service logos in their current presentation size
  2. The Logo File Titles and Alternative Texts
  3. The Published Accessibility Statements and, as required by the 2018 Regulations, included contact details

Graded Logo File Titles Tab

A table presenting how effectively institutions implement file titles for their primary logos. File titles are a critical aspect of Search Engine Optimisation and many HTML content editors, such as JCE, efficiently auto-populates the Alt Text with the File Title. It does this by replacing hyphens with spaces therefore turning the /northampton-college-logo.png file title into the 'northampton college logo' alt text.

By providing a structured grading of File Title quality the review highlights both the correct practice and many of the common shortcomings with how institutions manage their primary online branding assets. This section both reveals examples that achieve the easy-to-achieve accessibility expectations as well as serving as a practical formulation of an instruction to complete this quick and easy task.


Graded Logo Alternative Texts Tab

A table presenting how effectively institutions implement Alternative Text (Alt Text) for their primary logos. Alt Text is a key accessibility feature that ensures that assistive technologies such as screen readers are able to interpret visual content for users with visual impairments. The table lists individual logo file names alongside their corresponding alt text values and grades them on their formatting and grammatical correctness.

By providing a structured grading of Alt Text quality the review highlights both correct practice and common shortcomings in how institutions present their primary branding assets online. This section both reveals examples of meeting easy-to-meet accessibility expectations as well as serving as a practical formulation of the instruction to provide for this quick and easy task to be completed.


Logo Categories Tab

A table presenting the six categories of logos:

  1. Text Only
  2. Hybrid Initialisms & Numerals
  3. Hybrid Heraldic Characters & Crests
  1. Hybrid Geometric Shapes
  2. Hybrid Organic (Animals, Landmarks, People, & Plants)
  3. Hybrid Fabrications (Constructions & Vehicles)

Identifying categories for ~440 logos was an interesting process and is certainly a useful classroom exercise. These 27 are all from the Hybrid Heraldic Characters & Crests ►


Government Digital Service logo Central Digital Data Office
Accessibility Statements Tab

This is a presentation of the legal requirement under the Public Sector Bodies (Websites and Mobile Applications) Accessibility Regulations 2018 to publish on the website an Accessibility Statement. The Regulations are very particular about the presentation and content of an Accessibility Statement but the supplied HTML template, in conjunction with the technical testing, make it a quick and straightforward task to complete. That 23% of tertiary and adult education providers do not have a published Accessibility Statement on the website seven years since the Regulations came into force, is not a good look. Additionally many institutions that have published an Accessibility Statement fall short of complying with some or all of the simple requirements detailed in the Regulations.

The reporting starts with an introduction and shows a screengrab from September 2025 of a published Accessibility Statement featuring an unpopulated template, since populated. Of note is the use of an accordion that actively hides content, in direct contradiction to the Sample Statement guidance: 'publish the statement as a normal HTML page', and therefore making the Accessibility Statement less accessible.

The statement must be reviewed at least once a year, even if there have not been significant changes to the website.

The presentation then provides a tick box list to complete, taken from the Sample Statement template and lists 15 compliant and non-compliant examples. These 15 compliant examples are go much further than simply complying and demonstrate a level of technical sophistication and consideration that show staff and mangers credit accessibility with more seriousness than just a tick box exercise.

Nota Bene the expectation is that these non-compliant examples will, as per the Hawthorne effect, be addressed.


This Page's Visitor Data Tab

This is a presentation of the live page traffic data that uses Looker Studio.

Assessment Reporting and Examples
Alphabet of LogosThis review of college website logos identified a clear disconnection between the strategic value of institutional identity and how corporate logos are currently implemented on digital platforms. While logos are consistently of a reasonable quality, they are often treated as just a visual asset rather than as a strategic instrument that supports trust, accessibility, and credibility.

From a leadership perspective, this really matters. Logos are typically the first and most frequently encountered representation of an institution. In the education sector, where reputation, legitimacy, and public accountability are funding-critical, the logo plays a central role in shaping stakeholder confidence. This review's findings clearly suggest that current practice falls far short of expressing the tertiary education sector's strategic importance.

A key issue remains the continuing use of non-scalable file formats and inconsistent presentation across devices. There has been a welcome decrease in the use of lossy JPEG files and marked increase in the use of SVG vector files. This may seem insignificant but as students become more technical sophisticated, the technical sophistication of their learning providers needs to at least keep up, if not actually outstrip the modest expectations of students.

Accessibility presents a more significant strategic challenge. A notable proportion of institutions display logos without appropriate alternative text and therefore not meeting basic accessibility expectations. For all publicly funded education providers, this raises issues of both regulatory non-compliance and non-alignment with stated institutional values. Failures in highly visible elements including the corporate logo, Accessibility Statements, and with other aspects, all indicate the presence of a systemic issue.

Search Engine Optimisation is a very good method of assessing the technical sophistication of an institution. Correct logo file formats and their file name formats both show an understanding of good basic practice. Both should be done correctly as a matter of course, particularly for those institutions with delegated responsibility for teaching good basic practice. This review strongly suggests that technical sophistication is operationally owned rather than strategically governed. Decisions about formatting and accessibility appear to be made at a local level, without a clear alignment to any institutional strategy.

In summary, the report findings show that improving logo practice is a straightforward low-cost, high-impact opportunity. Addressing file and file name formatting, and alternative text strengthens institutional credibility, reduces the risk of regulatory non-compliance, and aligns the primary digital presence with organisational values. But for governing bodies and particularly executive teams, this report should be understood as a superficial inspection of a serious systemic issue.

The Three Total Instances of Best Practice

College and Service logos are rather important and often rather expensive to fully develop and design. Usefully, because of this, they also provide a straightforward yardstick for assessing each institution's technical sophistication.

Of the 431 instances accessed, only 3 meet in full the two primary assessment criteria. This was a surprise, but then again, a logo's file name and alt text are not significant to anyone that is unaware of basic digital operations.

Bolton College logo Learn Ealing logo Northampton College logo
alt="Bolton College logo"
alt="Learn Ealing Logo"
alt="Northampton College Logo"
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Three Examples of Boldly Big Logos | "Worth It"

Other College and Service logos meet my secondary assessment criteria of being attractive, technically sophisticated, and boldly big! Pride is admittedly a sin, but then commitment is not. Going big is an active design choice and by contrasting the many tiny and illegible logos, with their boldly resized versions at the bottom of this tab, I make the dozen or so boldly big logos look even better.

By why stop here at boldly big? Why not get creative? Maybe not a busy as BCMIoT's GIF but there are so many inspiringly and engagingly creative possibilities.

Black Country and Marches Institute of Technology logo

Luton Sixth Form College logo Wandsworth Lifelong Learning logo Cardinal Newman College logo
alt="Luton Sixth Form"
/wll_nav_logo.png
alt="Wandsworth Lifelong Learning Logo"
SVG elements
No Logo Alt Text
No Published Accessibility Statement
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No Published Accessibility Statement
Three Examples of Technical Presentation Issues

The impressive increase in the correct use of SVG and PNG files for graphic elements instead of JPEG files, now only 13 instances, is very gratifying. But this is not the only cause of poor graphical presentations.

Something very weird is causing these latter two high-resolution PNG files to present really badly. Do the managers of these two College's not know that this can and should be fixed? Interestingly, the SVG logo used by Sparsholt's sister College presents perfectly well:

Andover College logo
Croydon College logo Sparsholt College logo Y Coleg Merthyr Tudful logo
/croydon-logo.jpg
Low quality JPEG file
alt="Croydon College"
/logo.png
Low quality graphical presentation
No Logo Alt Text
/college-brick-logo.png Low quality graphical presentation
No Logo Alt Text
No Published Accessibility Statement
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No Published Accessibility Statement

The notable change is the substantial increase in the utilisation of SVG files. These are vector files, similar to PDFs and can, and should be, small sized files. The benefit of vector files is that they can be zoomed into and not loose definition which makes them sharp on all displays including the highest definition monitors.

It is interesting to note the rate of progress from the previous sectorwide survey from 2018. Half jokingly, at this rate there should be no more JPEGs incorrectly utilised as logo files by 2030.

Three Examples of Low Quality Graphic Design

I feel like I am punching downwards on this one, but then again, Colleges and Services are delegated with responsibility for teaching the rest of us about high quality graphic design.

  • As seen in its social media channels Luton's Adult Learning Service does have a logo.
  • The logo used by Croydon's Adult Learning Service, because it is such an anachronism, is almost passable, but this just me pulling my punches.
  • Greenhead College even had a full brand refresh, but kept the italicised lowercase 'gc'! Look at the 'g' in the word 'College' and compare with the g in 'gc'! It is not the same font! These three are all 'exceptional', just not for good reasons.
Luton Adult Learning logo Croydon Adult Leanring Training logo Greenhead College logo
No Logo Alt Text
alt="CALAT Croydon Adult Learning and Training"
alt="Greenhead College Sixth Form"
No Published Accessibility Statement
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Six Examples of Illegibly Small Font Size - all images of corporate logos are the exact same size as presented on the websites

There are graphic designers that will, for a wide variety of misinformed reasons, purposefully use very small fonts. That said, most if not all instances listed here are simply mistakenly resized and the original purpose of the design has not been given sufficient consideration and the impracticality of the decision not fully appreciated.

Sutton College resized logo

Sutton College's SVG logo is a great case in point. It is handsomely designed to be viewed with a minimum width of 300px, which is still nowhere near as the boldly big Luton Sixth Form College's logo, but instead is presented with a width of only 100px:

To slightly mitigate the situation for Sutton College, they are currently (11 September 2025) showing a banner which states that their 'new website is loading'. This new website will hopefully show their very handsome logo at the originally planned width, and have both an exactly literal file name and grammatically formatted Alt Text; an Accessibility Statement would be also be a nice to have.

Sutton College message

Obviously, most of the instances of seriocomically small fonts, presented in 5pt/7px/0.4em, are the secondary strapline texts, such as 'Outstanding Education and Training', or completely illegible 'leading students to success', and my personal favourite, even if it does discontinue capitalising words halfway through, 'Creating Excellence Together through a culture of care'.

The one instance of the actual name of the College being presented in a seriocomically small 5.5pt font is 'BASINGSTOKE COLLEGE of TECHNOLOGY'. It does use uppercase characters at least, and the 'BCoT' abbreviation is at 12pt/16px/0.9em legible. For a College with such a great reputation for digital services, this and the use of a JPEG for a logo has been a real shock.

College Websites 13.5pt College Websites 18px College Websites 1em

The minimum for paragraph text is 13.5pt/18px/1em but for logos, fashion for being bold is set by the FFF and LSFC.

College Websites 10.5pt College Websites 14px College Websites 0.8em
College Websites 8pt College Websites 11px College Websites 0.6em
College Websites 5pt College Websites 7px College Websites 0.4em
Sutton College logo Salford City College Group logo Stockton Sixth Form College logo
/Sutton-College-Colour.svg Very small font
No Logo Alt Text
No Logo Alt Text
/home-banner-logo.png Very small font - the most illegible text
No Logo Alt Text
No Published Accessibility Statement
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No Published Accessibility Statement
Longley Park Sixth Form College logo Brockenhurst College logo Basingstoke College of Technology logo
alt="Longley Park Sixth Form"
/logo.svg Very small font
No Logo Alt Text
/bcot_full_logo.jpg
JPEG
Very small font
alt="BCoT Logo"
No Published Accessibility Statement No Published Accessibility Statement
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Ten Examples of Resized Small Logos

Enough of me putting the boot in, here are ten small logos that have all been bumped up to a reasonable height (200px) or width (340px). This is to show how great they look when they are presented in a manner that their designers intended. When they resized some of hidden details of the original design, both positive and negative aspects, are made visible:

  • Positive: Milton Keynes College's logo utilises a handsome wire shadow effect.
  • Negative: Longley Park Sixth Form College's utilises two fonts, one for the name and an other for the strapline, and
  • Just Interesting: The two sister colleges, Solihull College and Stratford-upon-Avon College both utilise the same font in their logos.
Basingstoke College of Technology resized logo Cirencester College resized logo Highlands College resized logo Longley Park Sixth Form College resized logo Milton Keynes College resized logo
Basingstoke College of Technology logo Cirencester College logo Highlands College logo Longley Park Sixth Form College logo Milton Keynes College logo
/bcot_full_logo.jpg
JPEG
Very small font
alt="BCoT Logo"
/CC_website_logo.pngVery small font
alt="Cirencester College"
/logo.pngVery small font
alt="Highlands College"
alt="Longley Park Sixth Form"
alt="Pink MKC logo"
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No Published Accessibility Statement
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Northern School of Art resized logo Scarborough Sixth Form College resized logo Sheffield College resized logo Solihull College resized logo Stratford upon Avon College resized logo
Northern School of Art logo Scarborough Sixth Form College logo Sheffield College logo Solihull College logo Stratford upon Avon College logo
alt="logo"
alt="Scarborough Sixth Form College logo"
Text
No Logo
alt="Solihull College & University Centre"
alt="Stratford-upon-Avon College"
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No Published Accessibility Statement
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