How to Add a Store Name and Logo on Shopify

Your store name displays across your Shopify admin, customer-facing pages, email notifications, and checkout. Your logo appears in your online store theme, brand assets (used by apps and integrations), checkout branding, and customer account pages.

Before you start uploading files, know that Shopify uses different settings for different contexts. Your general store name appears in the admin and order notifications. Your brand logo is managed separately under Brand assets and powers integrations. Your theme logo is controlled in the theme editor. This guide covers all three.

Your store name is the legal or business name that appears in your admin, on invoices, and in customer communications. It's separate from your domain name.

Your store name now appears across your Shopify admin and in transactional emails sent to customers.

Brand assets include your logo files, brand colors, cover image, slogan, and description. These assets are used by Shopify apps, the Shop sales channel, and integrations to represent your brand consistently.

You can change or remove your logo files at any time by returning to this page. Note that you can only have one file per logo type—uploading a new logo replaces the previous one.

While you're in the Brand assets section, consider completing your brand profile. These elements help apps and integrations represent your brand accurately.

Your cover image appears in profile pages and apps. The recommended minimum size is 1920x1080px in PNG or JPEG format.

Your theme logo is separate from brand assets. This is the logo that appears in your storefront header.

Source: Shopify

Your logo now appears on your online store. Preview your store to confirm it displays correctly across different devices.

Plan requirement: The favicon feature is only available on the Basic plan or higher. It is not available on the Starter plan.

A favicon is the small icon that appears in browser tabs and bookmarks. It reinforces your brand when customers have multiple tabs open.

Your favicon now appears in browser tabs when customers visit your store.

If you manage multiple stores through a Shopify organization, you can customize internal store names, initials, and icons. These identifiers help your team and partners navigate between stores easily.

The internal store name and initials don't affect what customers see—they're only for admin organization.

The new internal icon displays in the store's admin sidebar and in your organization's store listing.

Your checkout and customer account pages can display customized logos that may differ from your main storefront.

If you sell in multiple markets or languages, you can display customized logos for specific regions using the Translate & Adapt app.

Important prerequisite: Brand assets cannot be localized by market or language. If your logo is currently set up under Settings > General > Brand assets, the Translate & Adapt workflow below will not apply to it. To display different logos per market, you must first upload your logo directly in your theme settings (Online Store > Themes > Customize > Header > Logo), rather than through Brand assets. You can then use Translate & Adapt to customize that theme-uploaded logo per market.

This lets you show region-specific branding without changing your global store settings.

If you sell through the Shop sales channel, your brand assets automatically populate your Shop Store profile. Make sure you've completed your brand assets setup to ensure your Shop Store displays correctly.

To review how your brand appears in Shop:

Complete your Shop Store details with an attractive store description, avatar, policies, contact details, and social media links to optimize your presence.

Most new Shopify store owners either over-invest in trademark protection before making a single sale, or ignore the issue entirely. Both are mistakes.

The smarter middle ground: run a free search on the USPTO database (USPTO.gov in the US, or your country's equivalent) before committing to any store name. Trademarks are registered by product category — a name that's taken for tech products may be completely clear for apparel. Knowing this before you build your store, print your packaging, or embroider your first sweatshirt costs nothing and saves you from having to rebrand after you've built momentum.

Registering a trademark can wait until your store gains traction. Checking whether your chosen name is clear for your product category cannot.