When setting up Brand Indicators for Message Identification (BIMI), one of the most common hurdles I see people encounter is the strict image format requirement for their logo. It's not as simple as just uploading a standard JPEG or PNG file. To get your logo to display in the inbox, you need to use a very specific file type with its own set of rules.
The required image format for a BIMI logo is Scalable Vector Graphics, or SVG. However, it's not just any SVG file. BIMI demands a specific profile of SVG to ensure security and proper rendering across different email clients.
Specifically, you'll need to save your logo as an SVG Tiny 1.2 file, which is also referred to as SVG Portable/Secure (SVG P/S). This format is a restricted subset of SVG that is designed for security and portability, making it ideal for the BIMI standard.
Why SVG is required for BIMI
The choice of SVG is intentional. Unlike raster formats like JPEG or PNG which are made of pixels, SVGs are vector-based. This means they are defined by XML code, not pixels. This has two major advantages for BIMI:
- Scalability: SVGs can be scaled to any size without losing clarity or becoming pixelated. This is essential for ensuring your logo looks sharp in various email clients, on different devices, and at multiple resolutions.
- Security: The SVG P/S profile prohibits certain elements like scripts and external links, which could pose a security risk. This ensures the logo file is safe and contains only the visual information required.
Key requirements for your BIMI logo file
Creating a BIMI-compliant SVG isn't just about selecting 'Save As' in your image editor. You need to follow a strict checklist of requirements to ensure your logo will be accepted by mailbox providers.
- File Format: As mentioned, the file must be in the SVG Tiny Portable/Secure format.
- Aspect Ratio: The logo must be perfectly square.
- Background: The image must have a solid color background. Transparency is not permitted.
- Vector Only: The SVG file cannot contain any embedded bitmap images, such as JPEGs or PNGs. As Certera explains, the logo must be developed using pure vector rules.
- No Extra Elements: The file cannot contain any scripts, animations, or external links. The XML code should be clean and simple.
In summary, while BIMI offers a fantastic way to enhance brand recognition and trust in email, it requires careful technical preparation. The logo must be an SVG file that adheres strictly to the SVG Tiny 1.2 (or SVG P/S) specification, is square, and is free from any non-vector elements or scripts. Getting this format right is a critical first step towards a successful BIMI implementation.
