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How do I display my logo in email inboxes, particularly Gmail, and what are the BIMI requirements?

Summary

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.

Key findings

  • BIMI Requirements Overview: BIMI necessitates SPF, DKIM, DMARC, registered trademark, and VMC, with a valid DNS record.
  • Gmail's Variable BIMI Support: Gmail's BIMI implementation is limited (pilot programs or future VMC requirements), urging consideration of alternatives.
  • Gmail Annotations as a Substitute: Gmail Annotations offer an alternative via JSON-LD in HTML, demanding Google registration and sender reputation.
  • Client-Specific BIMI Support: Yahoo and Fastmail provide more consistent BIMI support, with varying VMC necessity.
  • VMC Importance: VMC validates logo ownership and is mandatory for BIMI by some providers, issued by certified authorities for correctly formatted logos.
  • Benefits of Brand Indicators: BIMI enhances brand visibility, builds trust, and mitigates phishing risks.
  • Troubleshooting BIMI: Common BIMI misconfigurations include incorrect DMARC, unregistered trademark, VMC issues, which can be validated with online tools.

Key considerations

  • DMARC Enforcement and Setup: DMARC must be correctly enforced (p=quarantine or p=reject) for BIMI effectiveness; correct setup essential.
  • VMC Acquisition and Verification: Determine if VMC is required for target mailbox providers and procure it from an authorized CA.
  • Gmail's Evolving Landscape: Gmail's changing BIMI requirements necessitate adaptive strategies.
  • Logo SVG Format: SVG logos used must be vector, lack embedded raster images, be well-formed, accessible via HTTPS, meeting requirements by certificate issuer.
  • BIMI Checking Tools Utilization: Leverage BIMI validation tools to preemptively diagnose and resolve setup issues.
  • Workspace Configuration: Setting up BIMI with Google Workspace needs precise configurations of SPF, DKIM, and DMARC and TXT records.

What email marketers say

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.

Key opinions

  • BIMI Requirements: BIMI requires SPF, DKIM, DMARC, and a VMC (Verified Mark Certificate) for logo validation.
  • Gmail BIMI Support: Gmail has limited BIMI support, either in a pilot program or requiring a VMC soon for wider use.
  • Gmail Annotations: Gmail Annotations provide an alternative to BIMI by using structured data (JSON-LD) in the email's HTML, especially in the promotions tab.
  • Alternative Clients: Yahoo and Fastmail are examples of email clients that support BIMI and will display your logo if the settings are correct
  • Benefits of BIMI: BIMI increases brand visibility, improves brand trust, and enhances email engagement.
  • BIMI Checking Tools: There are online tools available to validate BIMI record configurations.

Key considerations

  • DMARC Enforcement: Ensure DMARC is enforced (p=quarantine or p=reject) for BIMI to work correctly.
  • VMC Issuance: Obtain a VMC from an authorized certification authority (CA) for your logo.
  • Logo Format: The logo must be in SVG format and meet specific requirements for BIMI.
  • Troubleshooting: Common BIMI issues include incorrect DMARC settings, unregistered trademarks, and VMC problems; thorough verification is necessary.
  • Google Workspace Setup: Setting up BIMI with Google Workspace involves configuring SPF, DKIM, and DMARC, obtaining a VMC, and adding the BIMI TXT record to the DNS settings.

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

What the experts say

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.

Key opinions

  • BIMI Implementation: BIMI implementation requires setting up DMARC and publishing a BIMI DNS record.
  • VMC Requirement: Some, but not all, mailbox providers require a VMC for BIMI.
  • BIMI Benefits: BIMI offers increased brand visibility and improved email security.
  • Verizon Requirements: Verizon has specific requirements for BIMI implementation.

Key considerations

  • DMARC Setup: Ensure DMARC is properly configured to implement BIMI.
  • VMC Verification: Determine if the target mailbox provider requires a VMC.
  • Verizon Compliance: Adhere to Verizon's specific BIMI requirements when targeting Verizon users.

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

What the documentation says

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.

Key findings

  • BIMI Requirements: BIMI requires SPF, DKIM, DMARC, a registered trademark, VMC, and a DNS record pointing to an SVG logo.
  • Gmail Annotations: Gmail annotations use JSON-LD in the email's HTML and require registration with Google and a good sender reputation.
  • Fastmail Support: Fastmail supports BIMI and recommends a VMC, but it is not mandatory.
  • VMC Purpose: A VMC verifies logo ownership and is required by some email providers for BIMI.
  • SVG Logo Requirements: BIMI SVG logos must be vector graphics without embedded raster images, accessible via HTTPS.
  • Outlook Logo Display: Outlook displays logos through sender profile pictures and consistent branding.

Key considerations

  • Authentication Setup: Ensure SPF, DKIM, and DMARC are properly configured for BIMI.
  • VMC Necessity: Determine if the target email provider requires a VMC for BIMI implementation.
  • Gmail Registration: Register with Google and maintain a good sender reputation for Gmail annotations to work.
  • SVG Compliance: Ensure the SVG logo meets all the specified requirements for BIMI.

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

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