Can BIMI logos be animated and how do Google profile images interact with BIMI?
Michael Ko
Co-founder & CEO, Suped
Published 18 Jul 2025
Updated 16 Aug 2025
6 min read
A common question I hear in the email deliverability community is whether BIMI logos can be animated. It's an intriguing thought, especially given the rising importance of visual branding in the inbox. With many brands seeking every advantage to stand out, the idea of an animated logo next to your sender name is certainly appealing.
However, there's a crucial distinction to be made. While you might occasionally see an animated image next to an email sender in your inbox, this is almost certainly not a BIMI logo. The Brand Indicators for Message Identification (BIMI) standard has specific technical requirements that preclude animated graphics.
This article will clarify why BIMI logos cannot be animated and explain the difference between a BIMI logo and a Google profile image, which can be animated. Understanding this distinction is key to effectively managing your brand's visual presence in the inbox.
The technical reality of BIMI
BIMI is a robust email standard designed to display a sender's verified brand logo next to authenticated email messages. Its primary goal is to enhance trust and brand recognition by assuring recipients that the email truly comes from the claimed sender. For this level of verification, the standard has strict technical specifications for the logo file.
A BIMI logo must be in SVG Tiny PS format. This is a highly specific version of the Scalable Vector Graphics (SVG) format, intentionally simplified to minimize potential security vulnerabilities and ensure consistent rendering across various email clients. This particular SVG profile does not support animations, interactive elements, or embedded bitmaps like JPEG or PNG images. You can learn more about how to create a BIMI logo and its requirements.
BIMI logo technical requirements
File format: Must be an SVG Tiny PS file.
No animation: Animated elements or scripting are strictly prohibited to maintain security and consistency.
Square aspect ratio: The logo should be square, even if the SVG file itself specifies a different size.
Solid background: Logos must have a solid background color, not transparent.
Verified mark certificate: For BIMI to display in most major mailboxes, the logo must be tied to a Verified Mark Certificate (VMC).
The strictness of these requirements underscores BIMI's role as a security-focused visual indicator. It's not about dynamic branding or engaging animations, but about providing a clear, static, and verifiable brand identifier that builds trust with recipients. This also means that BIMI relies on a robust email authentication foundation, specifically a DMARC policy set to quarantine or reject.
Google profile images interact with BIMI
If a client or colleague mentions seeing an animated logo next to an email in Gmail (or other Google Workspace services), they are almost certainly referring to a Google profile image. Unlike BIMI, Google's internal profile image system allows for animated GIF files to be set as a user's or brand's avatar. This provides a level of dynamic visual appeal that BIMI, by design, does not.
The key difference lies in where these images are displayed and how they're authenticated. A BIMI logo is a global standard that appears across supporting email clients (like Yahoo Mail and Gmail) as a direct result of DNS records and strong email authentication. A Google profile image, on the other hand, is specific to the Google ecosystem and relies on the Google account associated with the sending email address.
While Gmail supports BIMI, in some cases, a Google profile image may still take precedence or be displayed in areas where the BIMI logo isn't rendered, such as in certain pop-up cards or contact views within Gmail's interface. It's a nuanced interaction, and both serve different purposes, even if they sometimes overlap visually for users.
Google profile images
Animation: Can be animated (GIFs) and other image formats.
Scope: Primarily displayed within the Google ecosystem.
Control: Managed through Google account settings.
BIMI logos
Animation: Strictly not supported, must be SVG Tiny PS.
Scope: A global email standard supported by multiple mailbox providers.
Control: Published via DNS records and requires DMARC enforcement (p=quarantine/reject).
Strategic considerations for brand logos
Given that BIMI logos must be static, should brands abandon the idea of an animated logo entirely? Not necessarily. While BIMI is essential for universal brand recognition and security, an animated Google profile image can still be a valuable tool for enhancing your presence within the Gmail ecosystem. Many brands choose to implement both to maximize their visual impact across different environments.
The stability of animated Google profile images for bulk senders, however, is not guaranteed long term. While it might work today, email providers constantly evolve their display rules and anti-abuse mechanisms. Relying solely on a non-standard method like animated Google profile images for your primary brand identity is risky. Always ensure your BIMI setupis complete and robust.
Ultimately, BIMI remains the most reliable and secure way to display your brand's official logo in the inbox. It's a standard built on email authentication, providing a clear signal of legitimacy to both recipients and email providers. While animated profile images offer a fleeting visual flourish, BIMI offers enduring trust.
My recommendation is to prioritize BIMI implementationfirst, securing that verified static logo across all supporting mailbox providers. Once your BIMI is fully functional, you can then consider setting up a Google profile image for your sending addresses if you wish to leverage animation within the Google ecosystem.
Remember, the goal is consistent, trustworthy brand representation. BIMI provides that foundational layer of trust and visibility, while alternative methods like Google profile images can offer additional, albeit less universal, enhancements. Prioritizing the standard and proven methods will always yield the best long-term results for your email deliverability and brand reputation.
Views from the trenches
Best practices
Combine BIMI with a Google profile image for broader display coverage in Gmail and other Google services.
Prioritize BIMI implementation for verified brand identity and long-term stability across multiple mailbox providers.
Ensure your BIMI logo adheres strictly to the SVG Tiny PS format and other technical specifications.
Set a strong DMARC policy (quarantine or reject) for your domain to enable BIMI.
Common pitfalls
Confusing animated Google profile images with official BIMI logos, as BIMI does not support animation.
Expecting BIMI to provide dynamic or interactive logo displays.
Relying solely on Google profile images for brand identity in email, which is Google-specific and may change.
Attempting to use unsupported image formats or animated GIFs for your BIMI logo.
Expert tips
Expert from Email Geeks says: BIMI is designed to be mailbox provider agnostic, ensuring your branded logo displays consistently across different providers that support the standard.
Expert from Email Geeks says: Even if you have BIMI with a Verified Mark Certificate (VMC), also setting up a Google-profile based logo is beneficial because BIMI logos might not appear in all areas of the Gmail interface.
Marketer from Email Geeks says: Implementing BIMI in phases, starting without a VMC and then adding the Gmail sender logo before getting a VMC, can help you manage the process and ensure continuity.
Expert from Email Geeks says: Animated Google profile images might work for now, but there's no guarantee of long-term support for bulk senders, so always have a static BIMI logo as a fallback.
Marketer view
Marketer from Email Geeks says that they were thinking that animated logos they saw were Google profile avatars and were curious if a client could set them up, especially since Gmail is now supporting BIMI.
2022-06-07 - Email Geeks
Expert view
Expert from Email Geeks says that they helped many Salesforce clients set up static Google profile images, and it appeared to work fine for them despite some suggestions it might not work at bulk. They anticipate changes in the future.
2022-06-07 - Email Geeks
Maximizing your inbox presence
In summary, while the idea of an animated BIMI logo is exciting, the technical reality of the BIMI standard dictates that logos must be static SVG Tiny PS files. This design choice prioritizes security and consistent brand representation across various email clients and devices, fostering greater trust in the sender's identity.
The animated logos you might encounter are likely Google profile images, which operate within Google's ecosystem and are separate from the BIMI standard. While they can add a unique flair for Gmail users, BIMI remains the go-to solution for verifiable, industry-wide brand display.
Gmail (or other Google Workspace services), they are almost certainly referring to a Google profile image. Unlike BIMI, Google's internal profile image system allows for animated GIF files to be set as a user's or brand's avatar. This provides a level of dynamic visual appeal that BIMI, by design, does not.
Yahoo Mail and 
Google ecosystem.
BIMI is essential for universal brand recognition and security, an animated Google profile image can still be a valuable tool for enhancing your presence within the 
