Summary
Setting up brand logos for email visibility through BIMI and Google's Promotion Tab involves distinct processes and technical requirements. BIMI, or Brand Indicators for Message Identification, demands rigorous adherence to prerequisites such as an enforced DMARC policy set to 'quarantine' or 'reject', and the acquisition of a Verified Mark Certificate (VMC) to authenticate your trademarked logo. A critical aspect of BIMI implementation is the precise formatting of the SVG logo file, which must comply with the SVG Tiny 1.2 P/S profile, be stripped of unsupported elements or external references, and have all text converted to outlines. In contrast, integrating logos into Google's Promotion Tab is less complex, primarily requiring the addition of specific JSON-LD schema markup within the email's HTML, pointing to a securely hosted, square logo image. Troubleshooting common issues for BIMI often revolves around incorrect SVG formatting, necessitating specialized validators or tools like Inkscape to ensure compliance, as well as verifying the VMC and DNS record setup. For both systems, secure HTTPS hosting of logo files is paramount.
Key findings
- BIMI Setup Complexity: BIMI setup is a multi-step process involving DMARC enforcement, VMC acquisition, and precise SVG file preparation, which can be challenging and prone to errors, even for experienced marketers.
- SVG Tool Discrepancies: Software used to create SVG files, like Photoshop, can produce files that are incompatible with BIMI validators, often appearing blank or transparent. Inkscape is frequently cited as a more reliable tool for generating BIMI-compliant SVGs.
- BIMI SVG Specifics: The SVG file for BIMI requires a very specific format: SVG Tiny 1.2 with a secure P/S profile. Common issues stem from using unsupported features, embedded external references, or improper conversion of text to outlines.
- Google Promotion Tab Simplicity: Setting up a custom logo for Google's Promotion Tab is comparatively simpler, requiring only a few lines of microdata or JSON-LD schema markup in the email's HTML pointing to a hosted logo image.
- VMC is Key for BIMI: A Verified Mark Certificate (VMC) is a non-negotiable component for BIMI, authenticating your logo and linking it to your brand's verified domain, issued by a Certificate Authority after trademark and domain ownership verification.
Key considerations
- Prerequisites for BIMI: Before implementing BIMI, ensure your domain has an enforced DMARC policy set to 'quarantine' or 'reject', which is a fundamental requirement for email authentication and brand trust. Obtain a Verified Mark Certificate (VMC) from a Certificate Authority, as it cryptographically verifies your logo's authenticity and trademark ownership, linking it to your authenticated email domain.
- Strict SVG Formatting for BIMI: Adhere strictly to the SVG Tiny 1.2 P/S profile for your BIMI logo. Common issues include using unsupported SVG features, external references, or incorrect 'viewBox' attributes. Convert all text to outlines, and ensure the SVG has a 'baseProfile' attribute set to 'tiny-ps'. Tools like Inkscape are often recommended over Photoshop for generating compliant SVGs, and specialized online validators can help troubleshoot.
- Secure Logo Hosting: For both BIMI and Google Promotion Tab logos, host your SVG or image file on a secure, publicly accessible HTTPS server. This is crucial for display and validation by email clients and Google.
- Google Promotion Tab Setup: For Google's Promotion Tab, embed specific JSON-LD schema markup within the <body> tag or <head> of your email's HTML. This markup points to your logo URL, which should be a square image, at least 120x120 pixels, hosted securely. You can also include hero images and deal badges using this schema to enhance visibility.
- Troubleshooting SVG Issues: If your BIMI SVG isn't displaying, verify it meets the Tiny 1.2 P/S profile, has no external links, and all elements are embedded. Utilize SVG optimizers or validators specifically designed for BIMI compliance, as extraneous XML tags or scripts are common culprits. Compare your SVG's XML structure to a working example, noting the typical larger file size and additional elements present in compliant files.
What email marketers say
12 marketer opinions
Implementing brand logos for enhanced email visibility through BIMI and Google's Promotion Tab demands distinct technical approaches and careful adherence to specifications. For BIMI, a rigorous setup process involves enforcing a DMARC policy, acquiring a Verified Mark Certificate (VMC) through a Certificate Authority that verifies trademark ownership, and crafting a perfectly formatted SVG logo. This SVG must strictly conform to the SVG Tiny 1.2 P/S profile, ensuring all text is converted to paths, all elements are embedded, and any extraneous XML tags, scripts, or external references are removed, with Inkscape often proving more reliable than Photoshop for generating compliant files. In contrast, integrating a custom logo for Google's Promotion Tab is simpler, primarily requiring specific JSON-LD schema markup placed within the email's HTML, pointing to a securely hosted, high-quality square image. Troubleshooting for BIMI SVG issues frequently points to non-compliance with the Tiny 1.2 standard, often resolved by using specialized SVG validators or optimizers, or ensuring correct 'viewBox' attributes.
Key opinions
- SVG Tool Discrepancies: Photoshop-generated SVG files frequently fail BIMI validation, often appearing blank or transparent due to minimal XML. In contrast, Inkscape produces compliant SVGs that are larger and include the necessary XML elements for successful display.
- Strict BIMI SVG Profile: The primary cause of BIMI SVG display issues is non-adherence to the SVG Tiny 1.2 P/S profile. This strict requirement necessitates converting all text to paths and stripping the SVG of any unsupported features, external links, or extraneous XML tags.
- VMC Authentication Process: Obtaining a Verified Mark Certificate (VMC) for BIMI is a detailed process handled by a Certificate Authority (CA) that involves verifying both trademark ownership and domain control, serving as the cryptographic link between your brand's logo and its authenticated domain.
- Google Promotion Tab Simplicity: Setting up logos for Google's Promotion Tab is comparatively simple, requiring only a few lines of JSON-LD schema markup or microdata placed within the email's HTML that points to the logo's URL.
- Critical SVG Attributes: Beyond the profile, specific SVG attributes like 'viewBox' are crucial for BIMI logo display. Incorrect configuration of these attributes can directly lead to the SVG not rendering properly in supporting inboxes.
Key considerations
- BIMI Prerequisites and VMC Acquisition: Before implementing BIMI, ensure your DMARC policy is enforced. The Verified Mark Certificate (VMC) acquisition process, handled by a Certificate Authority, validates your trademark ownership and domain control, which is essential for authenticating your brand logo for display.
- Precise BIMI SVG Creation: For BIMI, your SVG logo must strictly adhere to the SVG Tiny 1.2 P/S profile. Use tools like Inkscape, which are often more reliable than Photoshop, to create the SVG. Crucially, convert all text to paths, embed all elements, and remove any extraneous XML tags, scripts, or external references. Utilize BIMI-specific SVG validators or optimizers to ensure compliance and troubleshoot issues.
- Google Promotion Tab Schema: Implement Google Promotion Tab logos by adding specific JSON-LD schema markup within your email's HTML, typically pointing to a high-quality, square logo image (e.g., 120x120 pixels) hosted securely. This schema can also be extended to include hero images and deal badges for enhanced visual appeal and visibility in the promotions tab.
- Secure Hosting for All Logos: All logo files, whether the SVG for BIMI or the image for Google's Promotion Tab, must be hosted on a secure, publicly accessible HTTPS server. This secure hosting is fundamental for reliable display and validation across email clients.
- Troubleshooting BIMI SVG: If your BIMI logo isn't displaying, common troubleshooting steps include verifying strict adherence to the SVG Tiny 1.2 P/S profile, ensuring all elements are embedded, checking for the correct 'viewBox' attribute, and comparing your SVG's XML structure to a working example. Oftentimes, issues stem from unsupported features or extraneous data in the SVG file.
Marketer view
Email marketer from Email Geeks explains successful BIMI setup while encountering issues with Photoshop-generated SVG files, noting that Inkscape produces SVGs that work correctly in validation tools (250, Agari). They observed that Photoshop SVGs appear blank/transparent and have minimal XML compared to Inkscape SVGs, which are larger and include additional elements.
21 Nov 2023 - Email Geeks
Marketer view
Email marketer from Email Geeks explains the process of setting up a custom logo for Google's Promotion Tab, stating it requires only 3-4 lines of microdata pointing to the logo URL placed under the <body> tag.
26 Aug 2023 - Email Geeks
What the experts say
3 expert opinions
Effectively setting up brand logos for both BIMI and Google's Promotion Tab involves specific processes, each with unique technical demands. For BIMI, the path to displaying a logo mandates an enforced DMARC policy at 'quarantine' or 'reject' and securing a Verified Mark Certificate (VMC) to confirm brand authenticity. A significant hurdle, as even seasoned email experts acknowledge, is correctly formatting the SVG logo file to meet strict display requirements, with improper sizing or 'viewbox' attributes often leading to display failures. Conversely, establishing a logo for the Google Promotion Tab is streamlined, relying on the inclusion of JSON-LD schema markup within the email's header, which directs to a square, publicly accessible logo image. When issues arise, particularly with BIMI, they frequently trace back to non-compliant SVG file specifications.
Key opinions
- BIMI Prerequisites: Displaying a logo via BIMI requires a DMARC policy of p=quarantine or p=reject, and obtaining a Verified Mark Certificate (VMC) to authenticate the brand's trademarked logo.
- SVG Formatting Challenges: Properly formatting the SVG logo file for BIMI is a common difficulty, with incorrect sizing, viewbox attributes, or other specific formatting requirements often preventing logo display, even for experienced practitioners who may have broken records for a period.
- Google Promotion Tab Setup: Google Promotion Tab logos are implemented by embedding JSON-LD schema markup, specifically an 'Organization' type with 'logo' and 'url' properties, within the email's HTML header, pointing to a square and publicly accessible logo image.
- BIMI Troubleshooting Focus: Troubleshooting BIMI display issues frequently involves diagnosing and correcting problems with the SVG logo's formatting, as this is a primary point of failure for logo visibility.
Key considerations
- DMARC and VMC for BIMI: Before displaying a logo via BIMI, ensure your domain's DMARC policy is actively enforced at 'quarantine' or 'reject', as this is a fundamental requirement. Simultaneously, begin the process of acquiring a Verified Mark Certificate (VMC) to legally validate your brand logo.
- Precise BIMI SVG Creation: Dedicate careful attention to the SVG file for BIMI, as its precise formatting, including sizing, 'viewbox' attributes, and adherence to specific profiles, is critical for successful logo display and is a frequent source of errors. Convert all text to outlines.
- Google Promotions Tab Schema: For Google's Promotion Tab, utilize JSON-LD schema markup within your email's header to specify your square logo's URL, ensuring the image is publicly accessible to render correctly in the promotions tab.
- Proactive SVG Troubleshooting: Anticipate and be prepared to troubleshoot SVG formatting issues when setting up BIMI; a common practice involves meticulously checking sizing, 'viewbox' properties, and overall compliance with the required SVG Tiny 1.2 P/S profile, as even experts find this challenging.
Expert view
Expert from Email Geeks shares their experience, admitting to fumbling through the SVG process for BIMI themselves and having had broken BIMI records for a period.
23 Mar 2025 - Email Geeks
Expert view
Expert from Word to the Wise explains that BIMI setup requires a DMARC policy of p=quarantine or p=reject, and a Verified Mark Certificate (VMC) to display a logo. She emphasizes the importance of a properly formatted SVG file for the logo, noting that failure to meet specific SVG formatting requirements, such as sizing and viewbox, can prevent the logo from displaying.
5 May 2022 - Word to the Wise
What the documentation says
5 technical articles
Achieving brand logo display in email, whether through BIMI or Google's Promotion Tab, requires understanding and implementing specific technical standards. For Brand Indicators for Message Identification (BIMI), a foundational requirement is an active DMARC policy at 'quarantine' or 'reject', coupled with a Verified Mark Certificate (VMC) that legally authenticates your trademarked logo. The SVG file for BIMI is exceptionally particular, demanding adherence to the SVG Tiny 1.2 profile, ensuring all text is outlined and no external elements or unsupported features are included. The Google Promotion Tab, conversely, streamlines logo integration by requiring JSON-LD schema markup within the email's HTML, referencing a square, securely hosted image. When troubleshooting BIMI, issues often stem from SVG file non-compliance, making specialized validation tools invaluable. Secure HTTPS hosting for all logo assets is a universal necessity.
Key findings
- Strict BIMI SVG Format: BIMI demands an SVG Tiny 1.2 file with a secure P/S profile, requiring all text to be converted to outlines and no external references or unsupported features, as strict adherence prevents display problems.
- VMC Essential for BIMI: A Verified Mark Certificate (VMC) is a mandatory component for BIMI implementation, serving to cryptographically verify your logo's authenticity and link it to your DMARC-authenticated domain.
- Google Tab Simpler Setup: Integrating a logo for the Google Promotion Tab is straightforward, primarily requiring the inclusion of specific JSON-LD schema markup in the email's HTML, referencing a securely hosted, square image of at least 120x120 pixels.
- DMARC Policy for BIMI: An active DMARC policy set to 'quarantine' or 'reject' is a fundamental prerequisite for successful BIMI implementation, ensuring email authentication prior to logo display.
- SVG Central to Troubleshooting: Troubleshooting BIMI display issues frequently points to problems with the SVG logo's formatting, which must comply precisely with SVG Tiny 1.2, leading to common failures if not meticulously prepared.
Key considerations
- Prioritize DMARC and VMC: Before deploying BIMI, ensure your domain has an enforced DMARC policy at 'quarantine' or 'reject'. Concurrently, obtain a Verified Mark Certificate (VMC) from a trusted Certificate Authority to authenticate your brand's trademarked logo.
- Meticulous BIMI SVG Prep: Create your BIMI SVG file with extreme precision, ensuring it is SVG Tiny 1.2 with a 'tiny-ps' baseProfile, all text converted to outlines, no external references, and no unsupported features. Utilize specialized tools and validators like MXToolbox to confirm compliance.
- Secure Hosting for Logos: All logo files, whether the BIMI SVG or the Google Promotion Tab image, must be hosted on a secure, publicly accessible HTTPS server, as insecure hosting prevents display.
- Google Tab JSON-LD Setup: For the Google Promotion Tab, embed JSON-LD schema markup within your email's HTML, specifically defining an 'Organization' type with 'logo' and 'url' properties pointing to your securely hosted, square logo image (minimum 120x120 pixels).
- Proactive SVG Troubleshooting: When troubleshooting BIMI SVG issues, meticulously check for non-compliance with the SVG Tiny 1.2 P/S profile, including extraneous XML tags or scripts, incorrect 'viewBox' attributes, and un-outlined text. Use validation tools to identify and correct errors.
Technical article
Documentation from Google Workspace Admin Help explains the process of adding a BIMI record to your domain, emphasizing the need for a Verified Mark Certificate (VMC), a DMARC policy set to 'quarantine' or 'reject', and hosting your SVG logo securely. It details the DNS record format for BIMI.
23 Dec 2023 - Google Workspace Admin Help
Technical article
Documentation from BIMI Group clarifies the specific SVG format required for BIMI, known as SVG Tiny 1.2, and emphasizes the need for a secure P/S SVG profile. It highlights common issues like using unsupported SVG features or external references within the SVG file, which can prevent BIMI from displaying.
4 May 2022 - BIMI Group
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