Design Guide: Brand Expression
Your add-on should be recognizable without being visually disruptive.
Logo placement
Data-only MCPs (no UI payload): Alexa places your logo. While you don't control this placement, you will provide your logo asset in the required formats during onboarding, and Alexa will handle the rest.
MCPs with a UI payload:
| # | Mode | Recommended placement |
|---|---|---|
| 1 | Inline | Top-left: serves as attribution within the conversation |
| 2 | Fullscreen (lightbox) | Top-center: establishes your brand at the top of the immersive view |
In fullscreen mode you have full control of your layout, but we recommend these positions for consistency. Your logo must be legible in both light and dark mode. Provide variants for each, or use a version with sufficient contrast against both light and dark backgrounds.
Topic text
A short breadcrumb or topic label appears next to your logo, providing viewers with context about what's happening in the current interaction. Alexa generates this text based on the conversation context, so you don't need to supply it directly.
Required assets
Provide one horizontal logo and one square (app icon) logo, each in both light and dark mode. Logos are scaled to fit height requirements across endpoints.
| # | Type | Mode | Dimensions | Format |
|---|---|---|---|---|
| 1 | Horizontal | Dark | 80px height, width scales to fit | SVG (high-quality) + PNG (transparent background) |
| 2 | Horizontal | Light | 80px height, width scales to fit | SVG (high-quality) + PNG (transparent background) |
| 3 | Square (app icon) | Dark | 120 × 120px | SVG + PNG (with and without background) |
| 4 | Square (app icon) | Light | 120 × 120px | SVG + PNG (with and without background) |
Horizontal logos may include a brand icon alongside the wordmark, or the wordmark alone.
Where each logo type appears:
| Logo type | Placement |
|---|---|
| Horizontal | Attribution above your inline content (top-left); on individual cards in carousels; at top-center of provider-specific screens in the Alexa app |
| Square (app icon) | Add-on store listing; CTA buttons ("Do X with [Provider Name]"); Alexa app service directory |
Related topics
| Go back to: Components and Patterns | Next: Accessibility |
Last updated: Jul 21, 2026
