LinkedIn graphic design

Page images and LinkedIn's sizes

Logo and cover image

LinkedIn's help says Page images must be PNG or JPEG files of up to 3MB. The logo appears small next to posts and in search, so a simplified version of your logo may read better than a detailed one. The cover image is a long, narrow banner; parts of it may be covered by the logo and Page details depending on the device, so keep important text and faces away from the edges and check where overlaps fall after upload. Check the result on a phone and a computer.

Post graphics

Graphics suit LinkedIn posts such as announcements, insights, event invitations, hiring news and short how-tos. Keep text on the image brief and let the post text carry the argument. Charts and statistics should be simple, sourced and accurate. For a post with a link, LinkedIn's help recommends a 1.91:1 image at 1200 x 627 pixels.

Ad images

If you run LinkedIn ads, LinkedIn's advertising help lists single image ad formats of 1200 x 628 pixels (1.91:1), 1200 x 1200 (1:1) and 720 x 900 (4:5), with JPG, PNG or GIF files up to 5MB, and recommends 4:5 to avoid borders. It also advises keeping headlines to about 70 characters and introductory text to about 150 to avoid truncation. Running the ads themselves is a separate job.

A LinkedIn design project

1. 01

   Review

   Page images, recent posts, other channels.

   Output: Review notes

2. 02

   Page images

   Logo version and cover image.

   Output: Page images

3. 03

   Post layouts

   Announcement, insight, event, hiring.

   Output: Layouts

4. 04

   Templates

   Editable for your team.

   Output: Templates

5. 05

   Check

   Phone and computer views.

   Output: Approved set

Example: LinkedIn graphics for an engineering consultancy

Before publishing

A professional tone

Professional does not mean dull. Clear typography, real photos of your team and work, and a restrained use of colour come across as credible. Avoid stock images that look staged, and avoid overstated claims; a LinkedIn audience may check them.

Consistent with other channels

Your LinkedIn graphics should feel like your website, proposals and email. Use the same brand rules, adapted for LinkedIn's shapes. Someone who sees a post and then visits your website should recognise the business immediately.

Team photos

Graphics featuring team members can feel more personal than generic images. Get each person's agreement, use consistent photo styles and keep images up to date as people join and leave. Remove photos of people who have left promptly.

Charts and data graphics

Data graphics suit LinkedIn's audience but must be honest. Use a simple chart type, label axes and units, start bar charts from zero, cite the source in the graphic or post, and avoid cherry-picking a time period that flatters. Keep to one point per chart; a busy chart will not read on a phone. Round figures sensibly and keep units consistent across a series of posts.