When delving into email authentication and brand recognition, many organizations explore Brand Indicators for Message Identification (BIMI) to display their logos in recipient inboxes. A common question that arises is whether BIMI can work with various image formats beyond Scalable Vector Graphics (SVG). Understanding this is crucial for a successful BIMI implementation, as the technical specifications are quite strict regarding the type of image file allowed. Let's explore why SVG is the standard and what that means for your brand's presence in email.
The strict SVG requirement for BIMI
The strict SVG requirement for BIMI
The answer to whether BIMI works with non-SVG image formats is a definitive no. BIMI unequivocally requires your brand logo to be in Scalable Vector Graphics (SVG) format, specifically the SVG Portable/Secure (SVG P/S) profile. This isn't just a recommendation, it's a fundamental aspect of the BIMI standard. The SVG P/S profile imposes additional constraints on top of regular SVG to enhance security, preventing malicious code or scripts from being embedded within the logo file.
This strict adherence to SVG P/S is a core component of BIMI's design, ensuring both security and consistent display across various email clients and devices. If you try to use a different format, such as JPG or PNG, your logo simply will not display, regardless of whether your other BIMI DNS records are correctly configured. The specific requirements for the SVG file ensure that the image is safe to render and scales perfectly without pixelation. For more details on this, you can review the BIMI Group's guidelines for creating SVG logos.
The SVG requirement is one of the foundational elements of BIMI, alongside the need for a strong email authentication policy, typically enforced by DMARC. Without a valid SVG logo that conforms to the P/S profile, the entire BIMI implementation will not function as intended, meaning your brand logo will not appear in supporting inboxes. This highlights the importance of precise configuration when setting up BIMI for your domain.
Why other image formats are not supported
Why other image formats are not supported
There are several technical and security reasons why BIMI relies exclusively on SVG and rejects other image formats like JPG, PNG, or even other vector formats. Raster images (JPG, PNG) are resolution-dependent, meaning they can become pixelated when scaled. This conflicts with the goal of a universally scalable brand logo. Furthermore, different image formats carry varying security risks and capabilities, making a uniform standard essential for email security. I've also covered the general image format BIMI requires in a separate resource.
Raster images (JPG, PNG)
Pixelation: Images degrade in quality when scaled up, leading to unprofessional appearance.
Fixed resolution: Not ideal for dynamic display across various screen sizes and resolutions.
Security risks: Can potentially hide metadata or be manipulated in ways that are hard to detect at scale.
SVG P/S (BIMI standard)
Scalability: Vector graphics maintain crispness at any size without quality loss.
Embedded security: The P/S profile explicitly disallows external references, scripts, or animations.
Small file size: Typically smaller than raster images, aiding faster loading times.
The SVG P/S specification is designed to be highly secure. It restricts elements that could be exploited for malicious purposes, such as external links or scripts. This is why animated GIFs or complex SVG features are not allowed. The focus is purely on displaying a static, verifiable brand mark to enhance trust, which is a key goal of BIMI. You can find more specific details on what makes an SVG BIMI compliant in our other resources.
Crafting a BIMI-compliant SVG
Crafting a BIMI-compliant SVG
Creating a BIMI-compliant SVG isn't just about saving your logo as an SVG file. There are very specific technical requirements. The file must use the correct XML namespace, include a baseProfile of tiny-ps, and declare an xml:space attribute set to preserve. It must also be served via HTTPS.
Additionally, a crucial aspect of BIMI is the Verified Mark Certificate (VMC), which digitally verifies that your organization is the legitimate owner of the logo. While BIMI can display a logo without a VMC, especially in early adoption phases or with specific email clients like Gmail, a VMC provides the highest level of assurance and broader support. For Google specifically, they have their own guidelines on setting up BIMI which emphasize the SVG format.
It is important to ensure your SVG logo meets these stringent criteria. Many graphic design tools can export to SVG, but they often include elements not allowed by the BIMI P/S profile. Therefore, manual editing or using a dedicated SVG validator is often necessary. I recommend checking out our guide on creating BIMI SVG images to streamline this process and avoid common pitfalls. Tools like Suped's BIMI SVG validator can help you confirm that your file is ready for implementation.
The benefits of DMARC and BIMI
The benefits of DMARC and BIMI
While this article focuses on the SVG requirement, it's crucial to remember that BIMI cannot function without a robust DMARC implementation. DMARC (Domain-based Message Authentication, Reporting, and Conformance) ensures that your emails are authenticated with SPF and DKIM, protecting your domain from spoofing and phishing attacks. It's the foundation upon which BIMI builds brand trust. Monitoring your DMARC reports is essential to ensure your policy is properly enforced and aligned before attempting BIMI. This is where a comprehensive DMARC monitoring solution comes in.
Platforms like Suped offer an intuitive way to monitor DMARC with AI-powered recommendations that tell you exactly what to do to fix issues and strengthen your policy. It brings together DMARC, SPF, and DKIM monitoring with blocklist and deliverability insights, making the complex world of email security manageable. With real-time alerts and SPF flattening, Suped simplifies the path to a strong DMARC policy, which is a prerequisite for BIMI adoption and ultimately enhances your email deliverability.
Overcoming implementation challenges
Overcoming implementation challenges
Implementing BIMI can present challenges, especially with the precise SVG format requirements. Email clients (like Yahoo Mail) and other providers have their own interpretations and levels of support for the BIMI standard. Some might display a logo without a VMC, while others strictly require it. Always confirm your SVG passes validation before updating your BIMI DNS record to prevent display issues.
It's worth noting that while Microsoft Outlook has been slower to adopt BIMI, the landscape is always evolving. Regularly check for updates on email client support for BIMI to understand where your logo will appear and with what requirements.
The key to a smooth BIMI implementation lies in meticulous attention to detail, especially concerning the SVG file. Even minor deviations from the SVG P/S specification can prevent your logo from appearing. Ensure your SVG is publicly accessible via HTTPS and that the file itself is structured correctly to avoid display problems. Tools that validate BIMI SVG and certificate are invaluable for confirming your setup.
The path to a branded inbox
The path to a branded inbox
BIMI offers a powerful way to boost brand recognition and build trust with your recipients by displaying your logo directly in their inbox. However, this powerful feature comes with specific technical requirements, most notably the exclusive use of the SVG P/S image format. Attempting to use any other format will result in your logo not being displayed, missing out on the significant benefits BIMI provides for email engagement and security.
By understanding and adhering to these SVG requirements, alongside a strong DMARC foundation, you can successfully implement BIMI and unlock its full potential. Prioritize validating your SVG, maintaining your DMARC policy, and staying updated on email client support to ensure your brand shines in every inbox.
Gmail, a VMC provides the highest level of assurance and broader support. For Google specifically, they have their own guidelines on setting up BIMI which emphasize the SVG format.
Yahoo Mail) and other providers have their own interpretations and levels of support for the BIMI standard. Some might display a logo without a VMC, while others strictly require it. Always confirm your SVG passes validation before updating your BIMI DNS record to prevent display issues.
Microsoft Outlook has been slower to adopt BIMI, the landscape is always evolving. Regularly check for updates on email client support for BIMI to understand where your logo will appear and with what requirements.
