The question of what file types are supported for BIMI logos and whether animated logos are permitted is crucial for brands seeking to implement Brand Indicators for Message Identification. BIMI (pronounced 'BEE-mee') allows companies to display their authenticated brand logo next to their emails in supporting inboxes, enhancing brand recognition and trust. However, the technical specifications for these logos are quite stringent, ensuring security, scalability, and consistent display across various email clients.Implementing BIMI requires adherence to specific image formats and technical attributes, primarily focusing on Scalable Vector Graphics (SVG) with a particular profile. Deviations from these requirements, such as attempting to use animated images or incorrect SVG versions, will prevent your logo from appearing.
Key findings
Supported format: BIMI logos must be in Scalable Vector Graphics (SVG) format. This vector-based format ensures that logos can scale to any size without losing quality, making them ideal for display across different devices and screen resolutions.
Specific SVG profile: Not just any SVG will work. BIMI requires the SVG Portable/Secure (SVG P/S) profile. This specific profile ensures security and compatibility across various email clients and rendering environments.
No animated logos: Animated GIFs or animated SVGs are not supported for BIMI logos. The BIMI specification explicitly disallows dynamic elements to maintain a consistent, static brand representation and prevent potential security vulnerabilities.
Trademark requirement: For BIMI logos to display with the highest level of trust (and with a Verified Mark Certificate, or VMC), the logo must be a registered trademark. Animated images, such as GIFs, typically cannot be trademarked, further reinforcing their exclusion from BIMI.
Key considerations
Vector vs. raster: BIMI logos must be created using vector rules, not embedded bitmap formats like JPEG or PNG. This ensures clarity and proper scaling on all devices. For more details on BIMI SVG creation, consult specific guides.
Trademark validity: The trademark status of your logo is paramount for obtaining a VMC, which is increasingly vital for broader BIMI adoption and display. Ensure your logo is properly registered before pursuing BIMI.
User experience: Even if animated logos were supported, they could potentially detract from the user experience in the inbox, leading to negative perceptions or actions from recipients.
Official resources: Always refer to the official BIMI Group website for the most up-to-date and accurate information regarding BIMI specifications and best practices. This ensures compliance and avoids common pitfalls.
Troubleshooting: If your BIMI logo isn't displaying, incorrect file type or SVG profile are common culprits. Refer to guides on troubleshooting SVG issues.
What email marketers say
Email marketers often explore creative ways to enhance brand visibility in the inbox. The idea of animated logos for BIMI is a recurring topic, driven by the desire for dynamic and engaging visuals. However, the reality of BIMI's technical constraints and the practical implications for email deliverability often temper these aspirations. Marketers emphasize the importance of adhering to the specified SVG format to ensure their logos display correctly, recognizing that non-compliance means a lost opportunity for brand impression.
Key opinions
Interest in animation: Marketers frequently express curiosity about using animated files like GIFs for BIMI, seeing it as a potentially cool idea for brand engagement.
Focus on SVG: Despite the desire for animation, marketers acknowledge that Scalable Vector Graphics (SVG) is the mandated format for BIMI logos, requiring specific knowledge of this vector-based standard.
Conversion importance: Many marketers with existing logos in other vector formats (e.g., .ai, .eps, .pdf) are focused on the process of exporting them to a BIMI-compatible SVG format, recognizing this as a crucial step for display.
Understanding limitations: There's a growing understanding among marketers that while BIMI offers significant brand visibility, it comes with strict technical requirements, including the exclusion of animated elements. Animated BIMI logos are not permitted.
Key considerations
Vector integrity: Marketers need to ensure their logos are developed using vector rules and avoid embedding bitmap formats like JPEG or PNG, as this will prevent the SVG from being valid for BIMI.
Specific SVG profile: The use of SVG Portable/Secure (Tiny P/S) is critical. Marketers should learn how to export their logos to this specific profile using design tools like Adobe Illustrator, setting attributes such as baseProfile to 'tiny-ps'.
Simplified assets: To ensure compliance and optimal display, BIMI SVG files should not contain bitmaps, linked files, text, or grouped objects. Simplifying the logo design for BIMI is often necessary.
User preference: While animated logos might seem appealing, they can be distracting or annoying to recipients. A static, clear logo aligns better with the professional image BIMI aims to convey and may help avoid spam complaints.
Marketer view
Marketer from Email Geeks inquired about the feasibility of using GIF files for BIMI logos, indicating an interest in dynamic brand representation within the email inbox. This highlights a common question among brands looking to leverage visual elements.
18 May 2023 - Email Geeks
Marketer view
Marketer from Email Geeks expressed appreciation for the general concept of animated brand indicators. They acknowledged its potential to create a more dynamic visual experience, even if the specific implementation for BIMI is limited.
18 May 2023 - Email Geeks
What the experts say
Industry experts provide critical insights into the technical nuances and practical considerations of BIMI logo requirements. Their perspectives often highlight the precise nature of the SVG specification and the reasons behind the exclusion of animated logos. Experts stress that compliance isn't just about display, but also about maintaining the integrity, security, and consistent user experience that BIMI aims to deliver. Their advice often delves into troubleshooting common issues and adhering to the foundational principles of email authentication.
Key opinions
SVG Tiny P/S is essential: Experts consistently confirm that only SVG Portable/Secure (Tiny P/S) is the accepted format for BIMI logos, emphasizing that standard SVG or other versions will not work.
No animation allowed: It is unequivocally stated that animated SVG and GIF files are disallowed by the BIMI specification. This is a clear technical barrier to using dynamic logos.
Reasons for SVG choice: The selection of SVG is primarily due to its vector-based nature, which ensures logos scale perfectly without pixelation, rather than being related to trademarking the image format itself.
User experience impact: Experts caution that animated BIMI logos could lead to negative recipient reactions, such as unsubscribes or email filtering, due to their potentially distracting nature.
VMC and trademarking: The Verified Mark Certificate (VMC) relies on the ability to trademark the logo, and GIFs are generally not trademarkable, adding another layer of reason for their unsuitability for BIMI.
Key considerations
Adherence to spec: Strict adherence to the BIMI specification is crucial for proper logo display. Any deviation, especially concerning file type or animation, will prevent the logo from rendering.
Security and portability: The choice of SVG P/S (and the prohibition of animated elements) is rooted in maintaining security and portability across various email environments. Avoiding embedded raster images, scripts, or external references in the SVG file is paramount for this.
Impact on brand identity: While dynamic logos might seem appealing, BIMI's goal is a consistent and verified brand identity. Animated logos introduce variability and potential risks that conflict with this objective, potentially harming brand recognition.
Troubleshooting SVG profiles: When troubleshooting BIMI logo display issues, verifying the SVG's baseProfile attribute is crucial. It must be tiny-ps for correct rendering, as incorrect profiles are a frequent cause of logos not appearing.
Authoritative sources: Experts recommend consulting authoritative sources like SpamResource and WordToTheWise for in-depth analysis of BIMI's technical requirements and best practices.
Expert view
Expert from Email Geeks clarified that BIMI strictly supports only SVG Tiny 1.2, rejecting other image formats. This precise requirement ensures compatibility and consistent display across various email environments.
18 May 2023 - Email Geeks
Expert view
Expert from Email Geeks confirmed that the correct SVG profile for BIMI is SVG Portable/Secure (Tiny P/S), emphasizing the technical specifics required for a valid logo. They highlighted the importance of using this precise profile for successful BIMI implementation.
18 May 2023 - Email Geeks
What the documentation says
The official documentation and technical specifications for BIMI explicitly outline the requirements for brand logos. These documents are the ultimate source of truth, detailing the precise file formats, profiles, and attributes necessary for a BIMI-compliant SVG. They also provide the underlying rationale for these choices, often citing reasons related to security, universal scalability, and preventing undesirable rendering behaviors in diverse email environments. Understanding these foundational documents is key to successful BIMI implementation.
Key findings
Mandatory SVG format: BIMI documentation unequivocally states that brand logos must be in Scaled Vector Graphics (SVG) format to ensure consistent, high-quality display.
Specific SVG profile: The required SVG profile is SVG Portable/Secure (SVG P/S), specifically designed for secure and reliable rendering within email clients.
Animation is prohibited: Technical specifications explicitly disallow animated SVG elements and GIF files, ensuring that BIMI logos remain static to provide a stable brand representation.
Vector benefits: The selection of SVG is attributed to its wide support across operating systems and devices, allowing logos to display optimally at any resolution.
Key considerations
File attributes: Documentation specifies that the SVG file's baseProfile attribute must be set to 'tiny-ps' and the version attribute to '1.2' to ensure compliance. More information on validating your BIMI SVG is often available.
Content restrictions: BIMI SVG files must be self-contained and not include embedded bitmaps, linked external files, scripts, or text elements that are not part of the primary vector paths. These restrictions are for security and consistent rendering.
Conversion process: Documentation often provides guidance on converting existing vector images to the required SVG Tiny 1.2 and then to Portable/Secure Tiny SVG, typically using professional design software.
Security implications: The strict adherence to SVG P/S is a security measure, preventing malicious code or tracking pixels from being embedded within the logo file. This aligns with the broader goals of email authentication protocols.
Technical article
BIMI Group documentation states that the brand image for display must be in Scaled Vector Graphics (SVG) format, specifically outlining the required SVG Portable/Secure (SVG P/S) profile. This ensures the logo maintains its quality regardless of display size.
22 Mar 2025 - BIMI Group
Technical article
BIMI Group documentation explains that SVG was selected as the preferred image format due to its broad support across various operating systems and devices. This makes it a robust choice for consistent logo display in diverse email client environments.