What file types are supported for BIMI logos and are animated logos allowed?
Michael Ko
Co-founder & CEO, Suped
Published 1 Jul 2025
Updated 16 Aug 2025
6 min read
Brand Indicators for Message Identification (BIMI) is a powerful email standard designed to display your brand's logo next to your authenticated emails in supported inboxes. It's a significant step towards increasing brand recognition and trust, but it comes with strict requirements, especially concerning the type of logo file you can use.
Understanding these technical specifications is crucial for successful BIMI implementation and ensuring your logo appears correctly for recipients. Missteps in file type or format can lead to your logo not being displayed, undermining the very purpose of BIMI.
Understanding BIMI logo requirements
The BIMI standard is very specific about the logo file type: it must be a Scalable Vector Graphics (SVG) file. Specifically, it needs to conform to the SVG Portable/Secure (SVG P/S) profile. This isn't just any SVG file, as there are many different SVG profiles. The P/S profile is a strict subset of SVG Tiny 1.2, designed with security and consistency across various email clients in mind.
You might wonder why other common image formats like JPEG, PNG, or GIF are not supported. The core reason is that BIMI relies on vector graphics for scalability and clarity. Raster images, such as JPEGs and PNGs, are composed of pixels and can appear blurry or pixelated when scaled, especially on high-resolution displays or when email clients resize them. SVGs, on the other hand, are resolution-independent, ensuring your logo always looks crisp and professional regardless of the screen size or device.
The strict adherence to the SVG P/S format also enhances security. This specific profile limits certain features that could potentially be exploited, minimizing the risk of malicious code being embedded within the logo file. This security aspect is critical for mailbox providers who prioritize user safety and trust.
Key SVG P/S requirements
No external references: The SVG file cannot link to external CSS, scripts, or fonts. Everything must be self-contained.
No raster images: The logo must consist solely of vector elements, avoiding embedded JPEGs, PNGs, or GIFs.
Secure origin: The SVG file must be hosted on an HTTPS URL.
Square aspect ratio: The logo should be square to fit various display contexts.
Diving deeper into SVG P/S
Creating an SVG P/S file for BIMI isn't as simple as saving your logo as an SVG from any design software. Many programs might include elements or attributes that are not compliant with the strict P/S profile, such as scripts, animations, or external links. You might need to use specific tools or processes to ensure compliance, which can involve manually editing the SVG code.
The SVG P/S standard is designed to be lightweight and efficient, contributing to faster loading times for email clients. This efficiency is critical for user experience, as bulky or complex logo files could slow down the display of emails, particularly on mobile devices or slower network connections.
Here's a simplified example of what a compliant BIMI SVG might look like:
Notice the version="1.2" and baseProfile="tiny-ps" attributes in the <svg> tag, which are crucial for BIMI compliance. This ensures that the SVG is interpreted according to the strict guidelines, avoiding potential rendering issues or security flags from email clients.
The verdict on animated logos
A common question is whether animated logos are allowed for BIMI. The answer is a clear no, animated logos (whether SVG, GIF, or any other format) are not supported by the BIMI specification. The SVG P/S profile specifically disallows any form of animation, scripting, or interactivity within the logo file.
This restriction is in place for several reasons. Firstly, animated elements can be distracting and detract from the user experience, especially in the preview pane of an email client. Mailbox providers aim for a consistent and clean display, and animations could disrupt this uniformity.
Secondly, animations and interactive features could pose security risks. Allowing dynamic content in a BIMI logo could create vulnerabilities that spammers or malicious actors might exploit. Since BIMI is fundamentally about increasing trust and security, any feature that could compromise this is strictly prohibited. You can find more details about general BIMI logo preparation tips from reputable sources.
Static logo
Compliance: Fully compliant with the BIMI SVG P/S specification.
User experience: Provides a consistent, professional, and non-distracting brand display.
Security: Minimizes attack vectors by disallowing dynamic elements.
Animated logo
Compliance: Not supported by the BIMI specification, leading to logo display failure.
User experience: Can be distracting or annoying to recipients, potentially leading to negative brand perception or unsubscribes.
Security: Increases potential security risks and complexity for email clients.
Best practices for BIMI logo creation
To ensure your BIMI logo displays correctly, start with a professional, static version of your brand logo. Consult your graphic designer for an SVG file that is purely vector-based, without any embedded raster images or external links. It's often helpful to provide your designer with the specific BIMI SVG requirements and guidelines upfront.
After receiving your SVG, it's crucial to validate its compliance with the SVG P/S specification. There are online validators that can check if your SVG contains any disallowed elements or attributes. Fixing these issues beforehand will prevent future headaches and ensure your logo displays as intended.
Finally, ensure your BIMI record is correctly configured in your DNS. The BIMI TXT record points to your SVG logo file, so any errors in the record or in the SVG file itself will prevent your logo from appearing. Regular checks on your DMARC reports can also help identify any issues with BIMI display, as it relies on strong DMARC enforcement.
Views from the trenches
Best practices
Always design your logo in a vector-based format like Adobe Illustrator or Inkscape for maximum flexibility.
Ensure your SVG file has a square aspect ratio and is optimized for web use (small file size, simple code).
Host your BIMI SVG file on a secure HTTPS server with the correct Content-Type header (`image/svg+xml`).
Regularly monitor your BIMI implementation for any changes in display or compliance requirements from mailbox providers.
Common pitfalls
Using raster image formats like JPEG or PNG for your BIMI logo, which are not supported.
Including animations, scripts, or external references in your SVG, which will cause it to fail BIMI validation.
Failing to convert your SVG to the exact SVG P/S (Portable/Secure) profile.
Hosting your SVG over HTTP instead of HTTPS, which is a common security oversight.
Expert tips
Validate your SVG using official BIMI Group tools to catch non-compliant elements before deployment.
Start with a minimal SVG template and add only necessary paths and shapes to keep the file clean and compliant.
Remember that a Verified Mark Certificate (VMC) is required by many mailbox providers to display your logo.
Consider how your logo will appear in both light and dark modes, ensuring readability and brand consistency.
Marketer view
Marketer from Email Geeks says that animated BIMI would lead to an unsubscribe or filtering to a less-often-checked folder from many recipients, even if they like the sender.
2023-05-18 - Email Geeks
Marketer view
Marketer from Email Geeks says that the BIMI specification explicitly disallows animated SVGs.
2023-05-19 - Email Geeks
Final thoughts on BIMI logo specifications
BIMI is a significant step forward for email branding and security, but its success hinges on strict adherence to technical specifications. The SVG Portable/Secure (P/S) file type is the only supported format for BIMI logos, and animated logos are explicitly disallowed. This ensures optimal display consistency, performance, and security across various email clients.
By understanding and following these precise requirements, brands can successfully implement BIMI, enhancing their email presence and building greater trust with their recipients. Ensuring your logo meets the BIMI requirements is key to leveraging this powerful standard for your email marketing and communication efforts.
