How do I display my logo in email inboxes, particularly Gmail, and what are the BIMI requirements?
Matthew Whittaker
Co-founder & CTO, Suped
Published 26 May 2025
Updated 19 Aug 2025
7 min read
Getting your brand's logo to appear prominently in email inboxes, especially in platforms like Gmail, can significantly boost brand recognition and build trust with your recipients. It's a powerful visual cue that helps your emails stand out in a crowded inbox. The primary standard enabling this is Brand Indicators for Message Identification (BIMI).
Many email marketers and businesses invest in strong branding, yet often overlook the opportunity to extend this into the inbox itself. A visible logo reassures recipients that the email is legitimate and from a trusted sender, which can directly impact open rates and engagement. However, implementing it correctly involves navigating specific technical requirements.
I'll guide you through the process of displaying your logo in email inboxes, focusing on BIMI requirements and how to address specific considerations for major providers like Gmail. We'll also touch upon alternative methods to ensure your brand's visual identity is consistent across all email touchpoints.
What is BIMI and how it works
BIMI is an email specification that allows organizations to display their brand logo next to authenticated email messages in supported inboxes. It acts as a bridge, linking your domain's authentication records to your official brand logo. For BIMI to work, your domain must first have robust email authentication protocols in place.
Specifically, BIMI relies on a strong DMARC policy set to either quarantine (p=quarantine) or reject (p=reject). This level of DMARC enforcement ensures that your emails are properly authenticated using SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail), which helps prevent spoofing and phishing. Without a DMARC policy at an enforcement level, BIMI will not function.
Once your DMARC is correctly configured and enforced, you can publish a BIMI DNS TXT record. This record points to the location of your logo file, which must meet specific technical specifications. The email client then retrieves this logo and displays it next to your authenticated messages, adding a layer of visual trust for the recipient.
Key benefits of BIMI
Increased trust: Recipients are more likely to open emails that display a verified brand logo, as it signals legitimacy and authenticity.
Enhanced brand recognition: Your logo appears directly in the inbox, making your brand instantly recognizable and memorable.
Improved deliverability: By requiring strong authentication, BIMI indirectly contributes to better email deliverability and sender reputation.
Combat phishing: It helps combat email fraud by providing a visual indicator of authenticated, legitimate senders.
BIMI requirements for logo display
To successfully implement BIMI and see your logo displayed, several requirements must be met. These typically include email authentication, logo formatting, and DNS record publication. Some email providers also have additional requirements, such as a Verified Mark Certificate.
Core BIMI requirements
DMARC enforcement: Your domain must have a DMARC policy set to either p=quarantine or p=reject. A p=none policy, while useful for monitoring, is insufficient for BIMI.
Logo format: Your logo must be in Scalable Vector Graphics (SVG) Tiny Portable/Secure (SVG Tiny PS) format. It should be square, centered, and have some whitespace around it, as it may be displayed in various shapes (square, rounded, circle) across different email clients.
Publicly accessible URL: The SVG logo file needs to be hosted on a secure (HTTPS) URL, accessible by email providers.
BIMI DNS TXT record: You must publish a DNS TXT record that specifies the BIMI version and the URL of your SVG logo file. This record tells mailbox providers where to find your logo.
Example BIMI DNS TXT record
BIMI DNS TXT RecordDNS
default._bimi.yourdomain.com IN TXT "v=BIMI1;l=https://www.yourdomain.com/path/to/your/logo.svg;a=https://www.yourdomain.com/path/to/your/vmc.pem;"
This example includes a placeholder for a Verified Mark Certificate (VMC), which is an additional requirement for some providers. You can find more details on these requirements and implementation steps by referring to the official BIMI Group's documentation.
Gmail and BIMI: specific requirements and nuances
Gmail has specific requirements that go beyond the basic BIMI standard, most notably the need for a Verified Mark Certificate (VMC). While BIMI allows for logo display in some inboxes with just a DMARC record and a BIMI TXT record, Gmail requires senders to have a VMC to display their logo.
Verified mark certificates (VMC)
A VMC is a digital certificate that verifies your ownership of a trademarked logo. It acts as an additional layer of trust and validation, proving that your brand's logo is officially registered and belongs to your organization. Obtaining a VMC involves a process similar to acquiring an SSL/TLS certificate, where a Certificate Authority (CA) verifies your identity and trademark ownership.
This VMC file (a PEM file) is then referenced in your BIMI DNS record, as shown in the previous code example. If you've configured BIMI correctly but your logo still isn't appearing in Gmail, it's highly likely that the missing VMC is the reason. Troubleshooting BIMI display issues often comes down to verifying each step, especially the VMC for Gmail.
Beyond BIMI: alternative logo display methods
While BIMI is the most robust way to display your logo, especially for authenticated emails, there are other methods, primarily for Gmail, that don't rely on BIMI. These methods might not offer the same level of verification or widespread support as BIMI, but they can still help with logo display.
Google profile pictures
For individual email addresses or small businesses, a Google Profile picture associated with the sender's email address can often appear in Gmail. This is a simpler method and doesn't require the complex setup of BIMI and DMARC. However, it's tied to the specific Google account, not the sending domain, and might not scale for large organizations.
Gmail annotations
Gmail annotations allow marketers to include specific information, including a logo, in promotional emails within the Gmail promotions tab. This is achieved by adding JSON-LD schema markup within the email's HTML. While effective for marketing campaigns, it's not a universal solution for all email types and typically only applies to the promotions tab.
BIMI implementation for different providers
BIMI with VMC (Gmail, Apple Mail)
Authentication: Requires DMARC at p=quarantine or p=reject.
Logo requirements: SVG Tiny PS format, hosted on HTTPS.
Verification: Requires a Verified Mark Certificate (VMC) for trademarked logos.
Display: Logo displayed next to sender name in inbox list and message view. May include blue checkmark.
Supported providers: Primarily Gmail and Apple Mail for verified logos.
BIMI without VMC (Yahoo, Fastmail)
Authentication: Requires DMARC at p=quarantine or p=reject.
Logo requirements: SVG Tiny PS format, hosted on HTTPS.
Verification: No VMC required for logo display.
Display: Logo displayed next to sender name in inbox list and message view.
Supported providers: Yahoo Mail (Verizon Media properties), Fastmail, and others.
Understanding these distinctions is crucial when aiming for comprehensive logo display. While setting up BIMI is a significant step, the additional requirement of a VMC for specific, high-visibility inboxes like Gmail means a more involved process.
Views from the trenches
Best practices
Ensure your DMARC policy is set to 'quarantine' or 'reject' for the domain sending emails.
Utilize the BIMI Group's official BIMI Inspector tool to validate your DNS records and SVG file.
For Gmail, invest in a Verified Mark Certificate (VMC) if your logo is trademarked.
Host your SVG logo file on a secure HTTPS server that is always accessible.
Design your SVG logo to be square and include ample padding to accommodate various display shapes.
Common pitfalls
Having a DMARC policy at 'p=none' will prevent BIMI from working.
Using an SVG format that isn't SVG Tiny PS will result in the logo not displaying.
Not having a VMC will prevent your logo from showing in Gmail.
Hosting your logo on an insecure or unreliable server can cause display issues.
Failing to trademark your logo means you won't be able to obtain a VMC for Gmail.
Expert tips
Monitor your DMARC reports to ensure continuous authentication success, which is vital for BIMI.
Regularly check your BIMI implementation with a validator tool to catch any configuration drift.
Consider the visual impact of your logo at small sizes and different aspect ratios.
Animated GIFs are not supported for BIMI logos, only static SVG Tiny PS files.
For some providers, a Google Profile picture or Gmail Annotations can be a temporary workaround for logo display.
Expert view
Expert from Email Geeks says that getting your logo to display in Gmail specifically means you'll need a Verified Mark Certificate (VMC) due to their strict requirements, unlike some other providers.
2021-06-03 - Email Geeks
Marketer view
Marketer from Email Geeks says that if you're experiencing issues with your BIMI logo not showing, it's essential to verify your DNS records and ensure they match the exact specifications required by BIMI.
2021-06-03 - Email Geeks
Final thoughts on email logo display
Displaying your logo in email inboxes, especially on platforms like Gmail, is a strategic move for any brand aiming to enhance its online presence and build recipient trust. While it requires adherence to standards like BIMI and, for some providers, the additional step of obtaining a VMC, the benefits in terms of brand recognition and security are substantial.
Remember, the foundation of successful logo display through BIMI lies in robust email authentication, primarily a DMARC policy enforced at quarantine or reject. By systematically addressing each requirement, from logo formatting to DNS record publication and VMC acquisition, you can ensure your brand's visual identity shines directly in your customers' inboxes.
Supported providers: Primarily Gmail and Apple Mail for verified logos.
Supported providers: Yahoo Mail (Verizon Media properties), Fastmail, and others.
