When setting up Brand Indicators for Message Identification (BIMI), one of the most common questions revolves around the design of the SVG logo, particularly the use of gradients. It's a point of contention among designers and email administrators alike, often leading to confusion about what is technically supported versus what is practically recommended for optimal display.
The core of the issue lies in the specific SVG profile required for BIMI, which is SVG Tiny 1.2. This profile is designed for resource-constrained environments and therefore has limitations compared to a full SVG 1.1 or 2.0 specification. While certain types of gradients are technically supported within SVG Tiny 1.2, their implementation can often lead to unexpected rendering issues or outright rejection by BIMI validators.
Many designers accustomed to rich graphic design tools like Adobe Illustrator might find that their complex gradient designs don't translate directly into a compliant BIMI SVG. This is because these tools might convert gradients into unsupported formats or rasterize them during the SVG Tiny 1.2 export process, which is explicitly disallowed for BIMI logos. Understanding these nuances is crucial for successful BIMI implementation.
The technical allowance vs. practical implementation
Officially, SVG Tiny 1.2, the required format for BIMI logos, does support linearGradient and radialGradient elements. This means that, in theory, simple gradients can be included in your BIMI SVG. However, the practical application often differs from the theoretical allowance. The BIMI Group acknowledges that while gradients are partially allowed, it is generally recommended to limit colors and avoid complex gradients to ensure broader compatibility and consistent rendering across various email clients and devices.
The primary concern isn't just about the SVG specification itself, but how different email clients interpret and display these files. Email client rendering engines can be notoriously inconsistent, and what works perfectly in one client might break or display incorrectly in another. Complex gradients, shadows, or other visual effects that are common in modern graphic design can often lead to an unoptimized or even broken display of your brand logo in the inbox. This can undermine the very purpose of BIMI, which is to enhance brand visibility and trust.
This leads to a practical recommendation: simplicity. While you might be able to incorporate a very basic linear or radial gradient, it's safer and generally more effective to opt for solid colors or a limited color palette. This ensures that your logo appears consistent and sharp, regardless of where it is viewed. To ensure your SVG image is BIMI compliant, always prioritize crispness and readability.
Exporting and validation challenges
The challenges with gradients often stem from the design software used. When exporting a logo from design applications like Adobe Illustrator, it is critical to select the correct SVG profile, specifically SVG Tiny 1.2. Failing to do so can result in an SVG file that contains unsupported features or, worse, gradients that are converted into raster images or complex patterns. These conversions are not acceptable for BIMI logos.
When exporting your SVG for BIMI, pay close attention to the export settings to avoid common pitfalls:
Export profile: Always choose SVG Tiny 1.2. Other profiles include features that BIMI does not support.
Gradients: If using gradients, ensure they are simple linear or radial types and that your export tool doesn't convert them to raster images. Many services recommend avoiding gradients altogether for maximum compatibility.
Unsupported features: Avoid filters, masks, patterns, and embedded bitmaps. These will cause validation failures.
A good practice is to always validate your SVG file after export. There are several online validators available that can check for compliance with the SVG Tiny 1.2 profile and highlight any unsupported elements. This step is critical before deploying your BIMI record, as a non-compliant SVG will prevent your logo from appearing.
Even if your SVG passes technical validation, consider how the logo will appear at very small sizes, which is typical for BIMI display. A logo with intricate gradients might lose its detail and visual impact. Simpler designs with solid colors tend to retain their clarity and brand recognition more effectively on small email client interfaces. For more details on the recommended SVG dimensions for BIMI, you can consult further guides.
Best practices for BIMI logo design
The main goal of BIMI is to increase brand recognition and trust by displaying your verified logo in the inbox. If your logo fails to render correctly due to complex elements like gradients, it defeats the purpose. The benefit of BIMI comes from consistent and reliable display across all supporting platforms. Therefore, design choices should prioritize this consistency over artistic complexity.
High compatibility
Solid colors: Ensures uniform rendering across all email clients that support BIMI.
Brand identity: Clear and recognizable on small screens, which is critical for mobile users.
Reduced troubleshooting
Fewer issues: Minimizes potential rendering problems that can arise from complex SVG elements.
Quicker deployment: Simplified SVGs generally pass validation checks more easily and quickly.
Inconsistent display
Client variations: Gradients may render differently, or not at all, in various email clients.
Readability issues: Complex gradients can reduce legibility, especially at small sizes.
Increased complexity
Export challenges: Design tools can struggle to export complex gradients as compliant SVG Tiny 1.2.
Validation failures: Higher likelihood of the SVG failing the necessary validation checks.
If you are struggling with SVG compliance or DMARC setup in general, platforms like Suped offer comprehensive DMARC monitoring and reporting tools. These platforms can provide valuable insights into your email authentication status and help you quickly identify and resolve issues that might affect your BIMI implementation. Suped provides AI-powered recommendations to guide you through necessary fixes, real-time alerts for immediate issue detection, and a unified platform for managing DMARC, SPF, DKIM, and blocklist monitoring.
Focus on creating a vector-based design that is clean, clear, and easily recognizable. This approach will maximize your chances of successful BIMI deployment and ensure your brand's visual identity is consistently maintained across all inboxes. Remember that the ultimate goal is to enhance trust and recognition, and a problematic logo can easily undermine these efforts.
Views from the trenches
Best practices
Always simplify your BIMI logo design to solid colors for optimal rendering across diverse email clients.
Utilize a dedicated BIMI SVG validator to meticulously check for Tiny 1.2 compliance after every design change.
Consider how your logo appears at extremely small sizes common in mobile email interfaces.
Ensure your SVG code avoids any raster images or complex patterns, which are not allowed in BIMI.
Common pitfalls
Assuming full SVG features are supported in BIMI leads to non-compliant logos and display issues.
Using default export settings from design software often results in unsupported elements or rasterized gradients.
Neglecting to validate the SVG after design changes, causing deployment delays and troubleshooting headaches.
Overly detailed logos, especially with complex gradients, become illegible at small BIMI display sizes.
Expert tips
For Illustrator users, manually edit the SVG XML to simplify gradient definitions if automatic export fails.
Test your BIMI logo with a simple DMARC policy first to see how it renders across different inboxes.
If a gradient is essential, try to 'fake' it using multiple solid color layers that approximate the effect.
Regularly check for updates to BIMI guidelines, as technical requirements can evolve over time.
Expert view
Expert from Email Geeks says that linearGradient or radialGradient elements should technically be okay in SVG Tiny 1.2.
2024-07-22 - Email Geeks
Marketer view
Marketer from Email Geeks notes that gradients are partially allowed, but it's important to understand the specific limitations.
2024-07-22 - Email Geeks
Simplified gradients for better deliverability
While gradients are technically allowed within the SVG Tiny 1.2 specification required for BIMI, their practical use is often fraught with complications. The critical takeaway is to prioritize simplicity and consistency in your BIMI logo design. Complex gradients can lead to rendering inconsistencies across email clients, validation failures, and a diminished brand appearance in the inbox.
By adhering to a clean, solid-color design, you increase the likelihood of your logo displaying correctly and uniformly, reinforcing your brand's presence and enhancing trust. Always ensure you are exporting your SVG in the correct format and validating it rigorously before deployment. A straightforward logo is a robust logo when it comes to BIMI.
