Skip to main content
Microsoft Excel’s IMAGE function can load any Brandfetch CDN URL directly, so you can show live company logos in a spreadsheet without installing an add-on.
IMAGE is only available to Microsoft 365 subscribers, and isn’t in perpetual licenses like Microsoft Excel 2019 or 2021.

Prerequisites

Basic formula

Drop a hardcoded domain straight into the formula:

PNG instead of WebP

Brandfetch serves logos in WebP by default. IMAGE renders WebP fine on Microsoft Excel desktop (Windows and Mac), but not in Excel for the web or Android. Request PNG instead by adding the extension to the type segment (the default type is icon):
logo and symbol type variants also support .svg, where the brand has a distinct vector asset for that type:

Reference a cell

Most sheets store the domain in a column rather than hardcoding it. Concatenate the cell reference into the URL instead:

Apply to an entire column

Inside a Microsoft Excel Table, IMAGE fills down automatically like any other formula column, no array wrapper needed. Using a structured reference:
Outside a Table, drag the fill handle down the column, or select the range and press Ctrl+D.

Sizing

IMAGE takes optional sizing, height, and width arguments as its 3rd–5th parameters: 0 (default) fits the image to the cell keeping its aspect ratio, 1 stretches it to fill the cell, 2 keeps the image at its original size regardless of cell size, and 3 uses the custom height and width you pass in pixels. For predictable results regardless of cell size, size the logo itself using the Logo API’s own w/h path segments and keep sizing at 0:

Theme and fallback

Any Logo API parameter works the same way inside the formula, for example a dark-theme icon with a lettermark fallback:

Prefer static pictures? Use a macro

IMAGE results stay live, they re-fetch over the network and can’t be viewed offline or reliably exported. To freeze logos into the file as real pictures, use a macro instead. This one reads domains from column A and drops a logo next to each one in column B, sized to fit the cell. It requests the icon.png variant rather than the WebP default, since AddPicture inserts PNG reliably across Office versions:
This needs a current Microsoft 365 desktop build: older Microsoft Excel versions don’t fetch URLs in AddPicture at all (they raise error 1004, “The specified file was not found”).
Insert Logos From Column
Open the VBA editor with Alt+F11 (Windows) or Fn+Option+F11 (Mac), paste the macro into a new module (Insert > Module), then run it with F5. Save the workbook as Excel Macro-Enabled Workbook (.xlsm) to keep the macro for next time.

Access all brand data (logos, colors, company data…)

IMAGE can only embed images. The rest of a brand’s identity, its color palette, fonts, and company info, comes from the Brand API, which returns JSON and needs an Authorization header. Power Query handles both. You’ll need a Brand API key from the API keys page, this is a secret key, separate from the client ID used above.
1

Connect to the Brand API

Go to Data > Get Data > From Other Sources > From Web and switch to Advanced. Enter https://api.brandfetch.io/v2/brands/domain/nike.com as the URL, and under HTTP request header parameters add Authorization with the value Bearer YOUR_BRAND_API_KEY.If Microsoft Excel asks how to connect to the source, pick Anonymous, authentication already happens through the header.
2

Pick out the fields you need

The Power Query editor opens the response as a record. Drill into the parts you want, for example click the List next to colors, choose To Table, then expand the records into hex and type columns.
3

Load it into the sheet

Click Close & Load to land the result as a worksheet table. Data > Refresh All re-fetches it whenever you need current data; each refresh counts against your Brand API plan’s quota.
The API key is saved inside the query, anyone who gets the workbook can read it in the Power Query editor. Share exports (PDF, values-only copies) rather than the workbook itself.