Summary
BIMI, or Brand Indicators for Message Identification, is an email standard designed to display verified brand logos next to email messages in recipient inboxes. While BIMI offers significant benefits for brand recognition and trust, a common question arises regarding the possibility of animating these logos and how they interact with Google profile images, which can be animated.The core finding is that official BIMI logos cannot be animated. They must be static SVG files, adhering to strict validation requirements. However, users might encounter animated logos in Gmail due to Google's profile image functionality, which allows GIFs. This creates a distinction: a true BIMI logo is static and tied to email authentication, while a Google profile image is a separate feature, potentially displaying animated content, but without the same authentication backing or universal support across all email providers.
Key findings
- BIMI restriction: BIMI logos do not support animation. They are designed to be static, vector-based SVG files.
- Google profile images: Google accounts allow animated GIF files as profile pictures. This is likely what users observe when they see animated logos in Gmail, not a BIMI logo.
- Distinct mechanisms: BIMI and Google profile images operate independently. BIMI displays logos based on email authentication (DMARC enforcement), while Google profile images are linked to a user's Google account settings.
- Gmail display: In Gmail, a Google profile image might display in the message view if no BIMI record is present, or in the pop-up card on hover. However, for a verified logo linked to email authentication, BIMI is the standard.
- Universal support: BIMI is designed to be mailbox provider agnostic, aiming for consistent logo display across supporting providers. Google profile images, conversely, function primarily within the Google ecosystem.
Key considerations
- Animation desire: If a client desires animation, they should understand it's achievable through Google profile images, not BIMI. This distinction is crucial for managing expectations and aligning with technical capabilities. For more on supported file types, refer to our guide on BIMI file types.
- BIMI priority: For authenticated brand display, prioritizing BIMI implementation, including a Verified Mark Certificate (VMC), is the recommended approach. This provides a higher level of trust and consistency. You can learn more about creating BIMI logos from Email on Acid.
- Coexistence strategy: Brands can utilize both BIMI for authenticated static logos and Google profile images for potentially animated displays within the Gmail environment. This offers flexibility, though the long-term support for animated Google profile images in bulk sending contexts remains uncertain.
- Technical setup: Setting up a Google profile image is a distinct process from configuring a BIMI record in your DNS. These require separate management, but you can learn how to set up your logos with our guide.
What email marketers say
Email marketers often seek innovative ways to make their messages stand out in crowded inboxes. The idea of an animated logo is appealing, driven by the visual impact it can have. Discussions among marketers indicate a clear understanding that while animated logos are not part of the BIMI specification, alternative methods exist for achieving a similar effect within specific email environments, particularly Gmail. There's a pragmatic approach to leveraging Google's profile image feature, even for larger senders, while acknowledging its distinct nature from the authenticated BIMI standard.
Key opinions
- No BIMI animation: Marketers largely agree that BIMI does not support animated logos, despite SVGs being capable of animation in other contexts.
- Google profile as workaround: Many marketers identify Google profile images as the likely source of animated logos seen in Gmail. This method uses GIFs uploaded to a Google account.
- Bulk sending viability: There's a perception that Google profile images might not work reliably for bulk email, though some marketers report success even with large clients, suggesting it's currently viable.
- Prioritizing BIMI: For brands already using BIMI with a VMC, the recommendation is often to stick with the static BIMI logo due to its authentication benefits, rather than seeking animation via less authenticated methods.
- Enhancing brand presence: The desire for animated logos stems from the perceived ability to make emails stand out and create a more eye-catching experience for recipients.
Key considerations
- BIMI vs. profile image: Marketers must understand the fundamental difference between a robust, authenticated BIMI implementation and a supplementary Google profile image. Displaying BIMI logos in Gmail is often a key goal.
- Strategic implementation: A phased approach might involve setting up a Gmail sender logo (potentially animated) first, followed by a full BIMI with VMC. This ensures a logo is present while pursuing the more secure standard.
- Longevity risk: Reliance on Google profile images for branding, especially for bulk senders, carries the risk of future policy changes or diminished support.
- Client communication: It is important to clearly explain to clients why an animated BIMI logo isn't feasible and offer alternative strategies like Google profile images while emphasizing the authentication benefits of standard BIMI.
Marketer view
A marketer from Email Geeks suggests that clients probably saw a Google profile avatar in a Gmail application or on gmail.com, not an actual BIMI logo. This indicates a common misunderstanding about how different logo display mechanisms operate within Gmail.
Marketer view
An expert from EmailTooltester.com explains that while BIMI logos must be static, you can animate a sender logo for newsletters by logging into your Google account, navigating to personal info, then profile picture, and uploading a GIF file. This workaround allows for animated logos in Gmail without BIMI compliance.
What the experts say
Experts in email deliverability and authentication provide crucial insights into the technical distinctions between BIMI and Google profile images. They confirm the static nature of BIMI and clarify how animated logos might appear in Gmail through non-BIMI mechanisms. These expert opinions often emphasize the importance of authenticated brand display (via BIMI) over purely aesthetic choices (like animated profile pictures), while also offering practical guidance for brands navigating both options.
Key opinions
- BIMI is static: Experts confirm BIMI logos are static and do not support animation. Any animated logo seen is likely a Google Account/Profile image.
- Google profile animation: Google profile images can be animated (using GIFs), and this is the mechanism for animated sender logos in Gmail.
- Separate operations: BIMI and Google profile images function in different areas within Gmail. BIMI is displayed next to the email address in the message view, while the Google profile image appears in the pop-up card or address book.
- BIMI override: It's possible that a properly configured BIMI logo might override a Google account image in some display contexts.
- MBP agnosticism: BIMI is designed for multi-provider support, ensuring the logo shows across various email clients, unlike Google profile images which are ecosystem-specific. For specific client support, see which email clients support BIMI.
Key considerations
- Strategic implementation order: Experts suggest a phased approach: first implement BIMI without VMC, then create the Gmail sender logo (profile image), and finally obtain BIMI with VMC. This ensures a logo is present while working towards the authenticated standard.
- Fallback mechanism: If a Gmail profile logo (potentially animated) were to stop working in the future, a properly implemented BIMI logo is theoretically there to take over, ensuring continued brand visibility.
- Long-term viability: While using animated Google profile images currently works, experts highlight that the longevity of this approach for bulk senders is not guaranteed and could change with future Google policies.
- Maintaining both: Even with BIMI and a VMC, experts recommend also having a Google-profile-based logo, as there are still areas in the Gmail interface where BIMI logos do not show, but profile-based ones do. This ensures maximum logo coverage. Consider BIMI email setup guidance.
Expert view
An expert from Email Geeks confirms that BIMI will not support animated logos. This direct statement from a technical expert underscores the static nature of the BIMI standard, which prioritizes visual consistency and security over dynamic elements.
Expert view
An expert from Spam Resource confirms that they have their emails set up such that the logo subtly animates for Gmail and G-Suite users receiving their weekly newsletter. This is achieved by using a GIF as the Google account profile picture for the sending address, demonstrating a real-world application of animated sender logos outside of BIMI.
What the documentation says
Official documentation and technical standards for BIMI explicitly define the requirements for brand logos, which directly address the question of animation. These sources consistently state that BIMI-compliant logos must be static SVG files, focusing on security, scalability, and consistent rendering across various email clients. The documentation provides the authoritative technical framework that governs how BIMI operates and what its limitations are regarding dynamic visual elements.
Key findings
- Static requirement: BIMI logos are required to be static and cannot be animated or interactive. This is a fundamental aspect of the BIMI specification.
- SVG format: BIMI mandates the use of vector-based Scalable Vector Graphics (SVG) files for logos, rather than bitmap formats like JPEG or PNG. This ensures scalability and quality. Discover BIMI SVG file requirements.
- Rendering consistency: Mailbox providers may display BIMI logos with slight variations, but the core requirement remains a static visual. This focus is on ensuring reliable display over dynamic effects.
- Selectors support: BIMI supports the use of selectors, allowing a brand to easily use different static logos for the same domain, which provides flexibility in branding without animation. Learn about BIMI logo usage best practices.
Key considerations
- Adherence to standards: To achieve BIMI display, brands must strictly adhere to the technical requirements, including the static SVG format. Deviations will prevent the logo from displaying.
- Focus on authentication: Documentation highlights that BIMI is deeply tied to email authentication standards like DMARC. The primary benefit is brand verification and trust, not dynamic visuals. Explore BIMI logo display with Medium.
- SVG optimization: While SVGs can be animated, the BIMI specification requires them to be static. This means specific optimization and validation of the SVG file are necessary to ensure it meets BIMI's criteria for a static image.
- VMC importance: For the highest level of trust and broader display, obtaining a Verified Mark Certificate (VMC) for the BIMI logo is crucial. This legal verification process further solidifies the brand's identity. Understand the requirements to implement BIMI.
Technical article
Documentation from Email on Acid explicitly states that a BIMI logo cannot be animated or interactive. It acknowledges that mailbox providers may display the BIMI logo in slightly different ways, but the core characteristic of being static remains unchanged.
Technical article
BIMI Group's blog indicates that BIMI supports the use of selectors, which are intended to allow a brand to easily use different logos for the same domain. This feature provides flexibility in branding strategies within the static nature of BIMI, without resorting to animation.
Related resources
14 resources
Related pages
What file types are supported for BIMI logos and are animated logos allowed?
How do I display my logo in email inboxes, particularly Gmail, and what are the BIMI requirements?
How to set up BIMI and Google Promotion Tab logos, and troubleshoot SVG issues?
What are the requirements to implement BIMI, and which providers support it?
Where does the BIMI logo appear in email clients?
Which email clients actually support BIMI?
A guide to validating your BIMI SVG and certificate
A simple guide to DMARC, SPF, and DKIM
Why Your Emails Are Going to Spam in 2024 and How to Fix It
Understanding the business value and ROI of implementing BIMI
