Displaying logos in email inboxes, especially in Gmail, involves several strategies due to Gmail's evolving support for BIMI (Brand Indicators for Message Identification). BIMI, when supported, requires SPF, DKIM, and DMARC email authentication, a registered trademark, and a VMC (Verified Mark Certificate), with the DNS record pointing to an SVG file. However, Gmail's limited BIMI support often necessitates alternative methods like Gmail Annotations, which use JSON-LD schema in the email's HTML and require Google registration with good sender reputation. Other clients like Yahoo and Fastmail offer more consistent BIMI support, though VMC requirements may vary. Common implementation challenges include incorrect DMARC settings, unregistered trademarks, and VMC issues. Tools exist to check BIMI configurations. Beyond BIMI, consistent branding and sender profile pictures can also help display logos in email clients like Microsoft Outlook. Implementing BIMI enhances brand visibility, trust, and reduces phishing risks.
14 marketer opinions
Displaying logos in email inboxes, particularly in Gmail, involves several approaches. BIMI (Brand Indicators for Message Identification) is a standard that requires SPF, DKIM, and DMARC authentication, along with a Verified Mark Certificate (VMC) for the logo. While Gmail has limited BIMI support (pilot program or requiring VMC soon), alternative methods like Gmail Annotations can be used to display logos, especially in the promotions tab, by adding structured data to the email's HTML. Other email clients like Yahoo and Fastmail support BIMI. Common BIMI implementation issues include incorrect DMARC settings, unregistered trademarks, and VMC problems. Setting up BIMI with Google Workspace involves configuring SPF, DKIM, and DMARC, obtaining a VMC, and adding the BIMI TXT record. BIMI enhances brand visibility, trust, and engagement.
Marketer view
Email marketer from Reddit shares some common issues with BIMI implementation including incorrect DMARC settings, logo not being a registered trademark, and problems with the VMC. Troubleshooting involves verifying each element of the BIMI setup.
10 Oct 2023 - Reddit
Marketer view
Email marketer from Email Marketing Forum explains that a Verified Mark Certificate (VMC) needs to be issued by an authorized certification authority (CA). The logo file must be in SVG format, and meet specific requirements.
6 Dec 2023 - Email Marketing Forum
3 expert opinions
Displaying a logo in email inboxes using BIMI involves setting up DMARC records and publishing a BIMI DNS record. Verizon has specific BIMI requirements. Some mailbox providers require a Verified Mark Certificate (VMC) to validate the logo, while others may not. BIMI aims to increase brand visibility and improve email security.
Expert view
Expert from Word to the Wise responds to the question by sharing that some mailbox providers require a Verified Mark Certificate (VMC) which validates the logo, whilst others do not.
4 Mar 2025 - Word to the Wise
Expert view
Expert from Word to the Wise explains that BIMI offers increased brand visibility and improved email security. She suggests to implement BIMI by setting up DMARC and then publishing the correct BIMI DNS record.
10 Nov 2023 - Word to the Wise
6 technical articles
Displaying logos in email inboxes involves different approaches depending on the email provider. BIMI (Brand Indicators for Message Identification) requires SPF, DKIM, DMARC, a registered trademark, and a VMC (Verified Mark Certificate), with the DNS record pointing to an SVG logo. Gmail annotations, using JSON-LD schema in the email's HTML, can highlight promotions with logos, requiring registration and good sender reputation. Fastmail supports BIMI, recommending but not requiring a VMC. Outlook displays logos through sender profiles and consistent branding. BIMI SVG logos must be vector graphics without embedded raster images, publicly accessible via HTTPS.
Technical article
Documentation from Microsoft shares that while Outlook doesn't fully support BIMI, logos can be displayed through sender profile pictures and by ensuring consistent branding across all email communications. Organization branding can also be configured within Microsoft 365 to impact the appearance of emails.
28 Feb 2023 - Microsoft
Technical article
Documentation from Google explains that Gmail annotations let you highlight promotions in the Promotions tab. Logos can be displayed using JSON-LD schema in the email's HTML, and senders need to register with Google and meet certain sender reputation criteria.
22 Jul 2022 - Google
Do Gmail profile pictures still work for mass emails and what are the alternatives for displaying logos?
Do I need a VMC for BIMI to work with Google and Gmail?
Does BIMI impact email deliverability?
Does Microsoft Outlook support BIMI for displaying brand logos in email?
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How can I prepare a logo for BIMI/VMC without using Adobe Illustrator?
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How do I implement BIMI and get my logo to show in Gmail and Yahoo Mail?