Summary
BIMI logos must be static SVG files and cannot be animated, according to the official BIMI specifications and documentation from multiple sources. Gmail allows for animated GIFs to be used as Google profile images, which are distinct from BIMI logos and appear in different locations (e.g., contact card). It's a recommended practice to use both: set up the Gmail logo first (which can be animated) and then implement BIMI with a VMC to ensure a branded presence across different email clients and act as a fallback if Google ceases to support animated profile images. BIMI is Mailbox Provider (MBP) agnostic, while Google profile images are Google-ecosystem specific.
Key findings
- Static BIMI: BIMI logos are required to be static SVG files.
- Animated Google Profile: Google profile images in Gmail can be animated GIFs.
- Distinct Locations: BIMI and Google profile images appear in different locations within the Gmail interface.
- Authentication vs. Appeal: BIMI provides authenticated branding, while Google profile images can enhance visual appeal.
- BIMI with VMC Required: BIMI requires a registered trademark and a Verified Mark Certificate (VMC).
- MBP Agnostic: BIMI operates across multiple Mailbox Providers (MBPs), while Google profile images are Google-ecosystem specific.
Key considerations
- Future Support: Consider the possibility that Google might discontinue support for animated profile images.
- Strategic Implementation: Implement both BIMI and a Google profile image strategically for maximum brand visibility.
- Authentication Priority: Prioritize BIMI for authenticated branding across email clients that support it.
- Potential Overlap: Understand that if BIMI is enabled, it may override the Google profile image in certain locations.
What email marketers say
10 marketer opinions
BIMI logos themselves cannot be animated, as they are required to be static SVG files. However, Gmail allows for animated GIFs to be used as Google profile images. These Google profile images can appear in different locations within Gmail than BIMI logos. Using both a static BIMI logo with VMC and an animated Gmail profile image is a valid strategy. If BIMI is enabled the BIMI logo will be displayed instead of a Google account avatar.
Key opinions
- BIMI Static: BIMI logos must be static SVG files; animation is not supported.
- Gmail Animation: Gmail allows animated GIFs to be used as Google profile images.
- Separate Entities: BIMI logos and Google profile images are separate entities, managed in different ways.
- Overriding Avatar: If BIMI is enabled, this will be displayed instead of any avatar assigned on the Google account.
Key considerations
- Gmail Support: The long-term support for animated Google profile images is uncertain, BIMI provides a reliable alternative in the long term.
- BIMI Requirements: BIMI logos require trademark verification and a VMC (Verified Mark Certificate).
- Location: BIMI and Google profile images appear in different areas within Gmail.
- Using Both: Consider using both BIMI and a Google Profile logo for maximum brand visibility across Gmail interfaces.
Marketer view
Email marketer from Val Geisler Website shares that while BIMI logos are static, Gmail allows you to set a profile image which can be a GIF, providing a workaround for animated logos in Gmail. This is not technically a BIMI feature.
6 Dec 2022 - Val Geisler Website
Marketer view
Email marketer from Email on Acid mentions that BIMI helps display your logo next to authenticated emails but does not support animation. Google profile images are a separate entity and managed within Google account settings.
20 Jul 2023 - Email On Acid
What the experts say
4 expert opinions
BIMI logos do not support animation, but Google profile images in Gmail can be animated GIFs. BIMI and Google profile images appear in different locations within Gmail. A strategy is to implement both, starting with the Gmail logo and then adding BIMI, so the BIMI logo acts as a fallback if Google stops supporting animated profile images. BIMI operates across multiple Mailbox Providers (MBPs), while Google profile images are specific to the Google ecosystem.
Key opinions
- No Animation: BIMI logos cannot be animated.
- Gmail GIFs: Google Profile Images in Gmail can be animated GIFs.
- Different Locations: BIMI appears next to the email address, while Google profile images appear in the pop-up card/address book.
- Ecosystem Specific: BIMI is MBP agnostic, while Google profile images are specific to the Google ecosystem.
Key considerations
- Fallback: Implement BIMI after setting up a Gmail logo as a fallback.
- Future Changes: Consider the potential for Google to change its policy on animated profile images.
- Ecosystem Reach: Understand that BIMI will display your logo across multiple providers, unlike Google profile images.
Expert view
Expert from Email Geeks states that BIMI will not support animated logos.
8 Mar 2023 - Email Geeks
Expert view
Expert from Email Geeks explains that BIMI and Google profiles operate in different areas within Gmail. BIMI appears in the message view next to the email address, while the Google profile image appears in the pop-up card/address book. They also emphasize that BIMI is MBP agnostic, whereas a Google profile image only operates within the Google ecosystem.
17 Jul 2024 - Email Geeks
What the documentation says
4 technical articles
Official documentation consistently states that BIMI logos cannot be animated and must be static SVG files. While BIMI focuses on authenticated brand logos, Google allows animated GIFs as profile pictures in Google Workspace, which are separate from BIMI.
Key findings
- BIMI Static SVG: BIMI logos must be static SVG files according to the BIMI Group.
- No BIMI Animation: Animation is not supported for BIMI logos across various email service providers (ESPs).
- Google GIF Support: Google Workspace supports animated GIFs for profile pictures, separate from BIMI.
- VMC Requirement: BIMI logos require a registered trademark and validation via a VMC (Verified Mark Certificate).
Key considerations
- Separate Implementations: BIMI and Google profile pictures are implemented and managed separately.
- Branding Strategy: Consider how both static BIMI logos and animated Google profile pictures fit into your overall branding strategy.
- Authentication: Focus on BIMI for authenticated branding, while leveraging Google profile pictures for visual appeal where supported.
Technical article
Documentation from Google Support clarifies how to change a Google Workspace profile picture, which can be a GIF. The profile picture shows up in various Google services, including Gmail, and is separate from BIMI.
21 Apr 2025 - Google Support
Technical article
Documentation from Fastmail says while BIMI supports SVG images for logos, it does not support animation within those SVGs.
11 Jun 2025 - Fastmail
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