Download on the App Store and Google Play Badge Guidelines
Download on the App Store badge rules explained, plus Google Play badge guidelines: official artwork, minimum sizes, clear space, order, localization and links.
ScreenShipper team · · 7 min read
Quick answer: Use only the official artwork: Apple's "Download on the App Store" badge from its App Store marketing resources and Google's "Get it on Google Play" badge from its badge page. Don't recolor, redraw, tilt or animate either one. Apple sets a minimum of 40 px tall onscreen (10 mm in print) with clear space of a quarter of the badge height; Google currently asks for at least 28 px and the same quarter-height clear space.
Where to get the official badges
Both companies publish their own badge artwork, and both forbid homemade versions.
Apple. The App Store marketing guidelines link to Apple's marketing tools, where you can generate embeddable code that shows an App Store badge, your app icon or a QR code leading to your product page, and download badges by language and style. Apple says its badges are available in 50 localizations, with versions for the App Store on iPhone and iPad, the Mac App Store and Apple TV. A "Pre-order on the App Store" badge exists for apps available for pre-order.
Google. Google's badge page on Google Play leads to its current badge guidelines and artwork. There are two versions: "Get it on Google Play" to drive downloads and "Pre-register on Google Play" for pre-registration campaigns. Localized versions are available too.
Download fresh artwork for each project rather than copying a badge from an old site. Google explicitly warns against outdated badge artwork.
Apple's App Store badge rules
These rules come from Apple's App Store Marketing Guidelines:
| Topic | Apple's rule |
|---|---|
| Artwork | Use only the badge artwork Apple provides; don't modify, angle or animate it |
| Color | Use the preferred black badge; its gray border is part of the artwork |
| White badge | Allowed when the black badge looks too heavy, but only when it's the only badge in the layout |
| With other store badges | Use the black badge and place the App Store badge first in the lineup |
| How many | One App Store badge per layout or video |
| Hierarchy | Keep the badge subordinate to the main image or message, not the dominant artwork |
| Minimum size | 40 px tall onscreen, 10 mm tall in print |
| Clear space | One-quarter of the badge height; one-tenth for very limited spaces such as mobile banners |
| Localization | "Download on the" is translated; "App Store" always stays in English. Never make your own localized badge |
| Pre-order | Replace the pre-order badge with the download badge once the app is released |
| One-color printing is allowed when black and white inks aren't used, if contrast stays legible | |
| Legal | Where your materials include legal notices, add Apple's credit lines for the App Store badge and Apple logo; don't add trademark symbols to the badge |
Apple also says not to use icons, logos or images from its website to promote your app, and never to use the Apple logo on its own or in place of the word "Apple." The badge license applies to apps available on the App Store, for members of the Apple Developer Program.
Google Play badge rules
Google's current badge guidelines are shorter but just as strict:
| Topic | Google's rule |
|---|---|
| Artwork | Download the latest version; don't use outdated or low-resolution badges |
| Changes | Don't change the color, remove or rearrange elements, or alter the scale of the wordmark or icon |
| Minimum size | Badge height at least 28 px digitally, 0.3 inches (7.6 mm) in print |
| Clear space | One-quarter of the badge height |
| With other store badges | The Google Play badge should be the same size as or larger than the other badges |
| Background | Solid backgrounds or simple images with enough contrast |
| Localization | Use the badge language that matches your campaign's language |
| Badge vs logo | Use the badge, not a Google Play logo lockup, to drive downloads |
Google has also asked for a Google Play legal attribution line where space allows. Check the current guidelines for the exact wording when your page has a legal footer.
How to place both badges side by side
The two sets of rules fit together if you follow three habits:
- Put the black App Store badge first, as Apple asks whenever other store badges appear.
- Make both badges the same height. That satisfies Google's "same size or larger" rule without making the App Store badge smaller than Apple's minimum.
- Leave at least a quarter of the badge height between the badges and around the pair.
Spacing at common heights:
| Badge height | Minimum clear space (one-quarter) |
|---|---|
| 40 px | 10 px |
| 48 px | 12 px |
| 56 px | 14 px |
| 64 px | 16 px |
Compare the visible badges, not the files. If a downloaded file includes transparent padding, the badge can look smaller than its neighbor even when both images share a height. Align the visible edges and adjust.
On phones you can simplify: show only the App Store badge on iOS and only the Google Play badge on Android, and show both on desktop. Our guide to building an app landing page covers platform detection and QR codes for desktop visitors.
Linking badges correctly
A badge is a promise to take people to the store, so wire it up properly:
- Link straight to your product page or store listing. Never link a badge to your homepage or a sign-up form.
- Track campaigns. App Store Connect campaign links add a provider token and campaign token so downloads show up in your acquisition reports. On Google Play, UTM parameters in the listing link's
referrerparameter can be read in your app with the Play Install Referrer API. - Write useful alt text, such as "Download on the App Store" and "Get it on Google Play," so screen readers and broken images still make sense.
- Use the vector file when one is provided, so the badge stays sharp on high-density screens.
- Add a Smart App Banner for iPhone visitors in Safari; it complements the badge. The Smart App Banner guide explains setup.
Common badge mistakes
- Recoloring the App Store badge to match your brand, or using a white App Store badge next to a Google Play badge
- Building a "lookalike" badge in a design tool instead of downloading the official one
- Translating "App Store" or making your own localized badge
- Stretching or squashing the badge to fit a layout
- Keeping the pre-order badge after launch
- Making the badge the biggest thing on the page instead of your headline and app
- Using an old Google Play badge design from a previous era of the brand
- Placing several App Store badges in one layout or video
Badges in videos, print and launch assets
The same rules carry over beyond web pages. In video, Apple allows one App Store badge per video and asks for credit lines at the end where legal text appears. In print, respect the 10 mm (Apple) and 7.6 mm (Google) minimum heights and the clear space. For launch platforms and social posts, add the badge to your final image or call to action rather than covering screenshots with it. Our app launch plan lists the assets to prepare.
Frequently Asked Questions
Can I change the color of the App Store badge?
No. Apple provides a preferred black badge and an alternative white badge, and the white one is only for layouts where it's the single badge. Google likewise prohibits changing its badge color.
What is the minimum size for the Download on the App Store badge?
Apple's guidelines set a minimum height of 40 px onscreen and 10 mm in print. Pick a size that's clearly legible but doesn't dominate the layout.
Which badge goes first, App Store or Google Play?
Apple asks you to place the App Store badge first when other store badges appear. Google asks that its badge be the same size as or larger than other badges, so same-height badges with the App Store badge first satisfy both.
Can I use the badge before my app is live?
Use the pre-order badge if your app is available for pre-order on the App Store, or Google's pre-register badge for Play pre-registration. Apple's badge license covers apps available on the App Store.
Can I put store badges on my App Store screenshots?
They aren't needed there, since people are already on the store. Use your screenshot space for benefits, and keep badges for your website, ads and launch materials.
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