How do I display my logo in email inboxes, particularly Gmail, and what are the BIMI requirements?

Summary

Displaying logos in email inboxes, especially in Gmail, involves several strategies due to Gmail's evolving support for BIMI (Brand Indicators for Message Identification). BIMI, when supported, requires SPF, DKIM, and DMARC email authentication, a registered trademark, and a VMC (Verified Mark Certificate), with the DNS record pointing to an SVG file. However, Gmail's limited BIMI support often necessitates alternative methods like Gmail Annotations, which use JSON-LD schema in the email's HTML and require Google registration with good sender reputation. Other clients like Yahoo and Fastmail offer more consistent BIMI support, though VMC requirements may vary. Common implementation challenges include incorrect DMARC settings, unregistered trademarks, and VMC issues. Tools exist to check BIMI configurations. Beyond BIMI, consistent branding and sender profile pictures can also help display logos in email clients like Microsoft Outlook. Implementing BIMI enhances brand visibility, trust, and reduces phishing risks.

Key findings

  • BIMI Requirements Overview: BIMI necessitates SPF, DKIM, DMARC, registered trademark, and VMC, with a valid DNS record.
  • Gmail's Variable BIMI Support: Gmail's BIMI implementation is limited (pilot programs or future VMC requirements), urging consideration of alternatives.
  • Gmail Annotations as a Substitute: Gmail Annotations offer an alternative via JSON-LD in HTML, demanding Google registration and sender reputation.
  • Client-Specific BIMI Support: Yahoo and Fastmail provide more consistent BIMI support, with varying VMC necessity.
  • VMC Importance: VMC validates logo ownership and is mandatory for BIMI by some providers, issued by certified authorities for correctly formatted logos.
  • Benefits of Brand Indicators: BIMI enhances brand visibility, builds trust, and mitigates phishing risks.
  • Troubleshooting BIMI: Common BIMI misconfigurations include incorrect DMARC, unregistered trademark, VMC issues, which can be validated with online tools.

Key considerations

  • DMARC Enforcement and Setup: DMARC must be correctly enforced (p=quarantine or p=reject) for BIMI effectiveness; correct setup essential.
  • VMC Acquisition and Verification: Determine if VMC is required for target mailbox providers and procure it from an authorized CA.
  • Gmail's Evolving Landscape: Gmail's changing BIMI requirements necessitate adaptive strategies.
  • Logo SVG Format: SVG logos used must be vector, lack embedded raster images, be well-formed, accessible via HTTPS, meeting requirements by certificate issuer.
  • BIMI Checking Tools Utilization: Leverage BIMI validation tools to preemptively diagnose and resolve setup issues.
  • Workspace Configuration: Setting up BIMI with Google Workspace needs precise configurations of SPF, DKIM, and DMARC and TXT records.

What email marketers say
14Marketer opinions

Displaying logos in email inboxes, particularly in Gmail, involves several approaches. BIMI (Brand Indicators for Message Identification) is a standard that requires SPF, DKIM, and DMARC authentication, along with a Verified Mark Certificate (VMC) for the logo. While Gmail has limited BIMI support (pilot program or requiring VMC soon), alternative methods like Gmail Annotations can be used to display logos, especially in the promotions tab, by adding structured data to the email's HTML. Other email clients like Yahoo and Fastmail support BIMI. Common BIMI implementation issues include incorrect DMARC settings, unregistered trademarks, and VMC problems. Setting up BIMI with Google Workspace involves configuring SPF, DKIM, and DMARC, obtaining a VMC, and adding the BIMI TXT record. BIMI enhances brand visibility, trust, and engagement.

Key opinions

  • BIMI Requirements: BIMI requires SPF, DKIM, DMARC, and a VMC (Verified Mark Certificate) for logo validation.
  • Gmail BIMI Support: Gmail has limited BIMI support, either in a pilot program or requiring a VMC soon for wider use.
  • Gmail Annotations: Gmail Annotations provide an alternative to BIMI by using structured data (JSON-LD) in the email's HTML, especially in the promotions tab.
  • Alternative Clients: Yahoo and Fastmail are examples of email clients that support BIMI and will display your logo if the settings are correct
  • Benefits of BIMI: BIMI increases brand visibility, improves brand trust, and enhances email engagement.
  • BIMI Checking Tools: There are online tools available to validate BIMI record configurations.

Key considerations

  • DMARC Enforcement: Ensure DMARC is enforced (p=quarantine or p=reject) for BIMI to work correctly.
  • VMC Issuance: Obtain a VMC from an authorized certification authority (CA) for your logo.
  • Logo Format: The logo must be in SVG format and meet specific requirements for BIMI.
  • Troubleshooting: Common BIMI issues include incorrect DMARC settings, unregistered trademarks, and VMC problems; thorough verification is necessary.
  • Google Workspace Setup: Setting up BIMI with Google Workspace involves configuring SPF, DKIM, and DMARC, obtaining a VMC, and adding the BIMI TXT record to the DNS settings.
Marketer view

Email marketer from Reddit shares some common issues with BIMI implementation including incorrect DMARC settings, logo not being a registered trademark, and problems with the VMC. Troubleshooting involves verifying each element of the BIMI setup.

December 2023 - Reddit
Marketer view

Email marketer from Email Marketing Forum explains that a Verified Mark Certificate (VMC) needs to be issued by an authorized certification authority (CA). The logo file must be in SVG format, and meet specific requirements.

April 2023 - Email Marketing Forum
Marketer view

Marketer from Email Geeks shares a workaround to get logos in Gmail using Google Profile & Gmail Annotations, and provides a link to instructions. Also provides instructions on how to show your logo in Microsoft inboxes, and suggests working on BIMI for Verizon clients.

October 2022 - Email Geeks
Marketer view

Email marketer from GlockApps shares that there are several BIMI checking tools available online that can help validate whether a BIMI record is correctly configured. These tools verify the syntax of the BIMI record and check for common errors.

July 2022 - GlockApps
Marketer view

Email marketer from Mailjet responds that BIMI implementation involves publishing a BIMI DNS record, ensuring DMARC is enforced (p=quarantine or p=reject), and using a VMC for the logo. This allows the logo to be displayed in supporting email clients like Yahoo and Fastmail.

October 2023 - Mailjet
Marketer view

Marketer from Email Geeks shares that BIMI is not yet supported by many mailbox providers and provides a link to an infographic showing current support.

July 2022 - Email Geeks
Marketer view

Email marketer from Gmass shares that setting up BIMI with Google Workspace involves configuring SPF, DKIM, and DMARC for your domain. Then, obtain a VMC for your logo and add the BIMI TXT record to your DNS settings.

July 2021 - Gmass
Marketer view

Email marketer from Twitter speculates that BIMI will become more widely adopted as email providers prioritize security and sender authentication. Wider adoption may include expanded VMC requirements and tighter integration with existing email authentication standards.

September 2024 - Twitter
Marketer view

Email marketer from Litmus shares that Gmail supports BIMI, and displaying a logo requires meeting BIMI standards including DMARC, DKIM, SPF, and a VMC for the logo. Once these are set up correctly, the logo should automatically display in Gmail inboxes.

September 2022 - Litmus
Marketer view

Marketer from Email Geeks confirms that they have used Brian's suggested solution for setting up email addresses for annotations.

February 2023 - Email Geeks
Marketer view

Marketer from Email Geeks clarifies that Gmail does not fully support BIMI yet, and it is limited to a pilot program. Suggests trying Yahoo and AOL apps instead. Also provides a link suggesting that VMC will be required on Gmail soon.

June 2021 - Email Geeks
Marketer view

Email marketer from SparkPost responds that BIMI provides increased brand visibility, improved brand trust, and better email engagement rates by displaying a verified logo in the inbox. It helps recipients identify legitimate emails and reduces the risk of phishing.

September 2023 - SparkPost
Marketer view

Email marketer from EmailGeek shares that Gmail Annotations are an alternative to BIMI for displaying logos, particularly in the promotions tab. This involves adding structured data (JSON-LD) to your email's HTML and following Google's guidelines.

August 2023 - EmailGeek
Marketer view

Marketer from Email Geeks explains how to solve the issue of the ESP handling the bounce handler using SparkPost and Google Workspace as alternative domain.

November 2024 - Email Geeks

What the experts say
3Expert opinions

Displaying a logo in email inboxes using BIMI involves setting up DMARC records and publishing a BIMI DNS record. Verizon has specific BIMI requirements. Some mailbox providers require a Verified Mark Certificate (VMC) to validate the logo, while others may not. BIMI aims to increase brand visibility and improve email security.

Key opinions

  • BIMI Implementation: BIMI implementation requires setting up DMARC and publishing a BIMI DNS record.
  • VMC Requirement: Some, but not all, mailbox providers require a VMC for BIMI.
  • BIMI Benefits: BIMI offers increased brand visibility and improved email security.
  • Verizon Requirements: Verizon has specific requirements for BIMI implementation.

Key considerations

  • DMARC Setup: Ensure DMARC is properly configured to implement BIMI.
  • VMC Verification: Determine if the target mailbox provider requires a VMC.
  • Verizon Compliance: Adhere to Verizon's specific BIMI requirements when targeting Verizon users.
Expert view

Expert from Word to the Wise responds to the question by sharing that some mailbox providers require a Verified Mark Certificate (VMC) which validates the logo, whilst others do not.

May 2021 - Word to the Wise
Expert view

Expert from Word to the Wise explains that BIMI offers increased brand visibility and improved email security. She suggests to implement BIMI by setting up DMARC and then publishing the correct BIMI DNS record.

March 2022 - Word to the Wise
Expert view

Expert from Email Geeks shares a link to Verizon's specific BIMI requirements.

September 2024 - Email Geeks

What the documentation says
6Technical articles

Displaying logos in email inboxes involves different approaches depending on the email provider. BIMI (Brand Indicators for Message Identification) requires SPF, DKIM, DMARC, a registered trademark, and a VMC (Verified Mark Certificate), with the DNS record pointing to an SVG logo. Gmail annotations, using JSON-LD schema in the email's HTML, can highlight promotions with logos, requiring registration and good sender reputation. Fastmail supports BIMI, recommending but not requiring a VMC. Outlook displays logos through sender profiles and consistent branding. BIMI SVG logos must be vector graphics without embedded raster images, publicly accessible via HTTPS.

Key findings

  • BIMI Requirements: BIMI requires SPF, DKIM, DMARC, a registered trademark, VMC, and a DNS record pointing to an SVG logo.
  • Gmail Annotations: Gmail annotations use JSON-LD in the email's HTML and require registration with Google and a good sender reputation.
  • Fastmail Support: Fastmail supports BIMI and recommends a VMC, but it is not mandatory.
  • VMC Purpose: A VMC verifies logo ownership and is required by some email providers for BIMI.
  • SVG Logo Requirements: BIMI SVG logos must be vector graphics without embedded raster images, accessible via HTTPS.
  • Outlook Logo Display: Outlook displays logos through sender profile pictures and consistent branding.

Key considerations

  • Authentication Setup: Ensure SPF, DKIM, and DMARC are properly configured for BIMI.
  • VMC Necessity: Determine if the target email provider requires a VMC for BIMI implementation.
  • Gmail Registration: Register with Google and maintain a good sender reputation for Gmail annotations to work.
  • SVG Compliance: Ensure the SVG logo meets all the specified requirements for BIMI.
Technical article

Documentation from Microsoft shares that while Outlook doesn't fully support BIMI, logos can be displayed through sender profile pictures and by ensuring consistent branding across all email communications. Organization branding can also be configured within Microsoft 365 to impact the appearance of emails.

October 2024 - Microsoft
Technical article

Documentation from Google explains that Gmail annotations let you highlight promotions in the Promotions tab. Logos can be displayed using JSON-LD schema in the email's HTML, and senders need to register with Google and meet certain sender reputation criteria.

December 2024 - Google
Technical article

Documentation from Entrust explains that the SVG logo used for BIMI must meet specific requirements: it should be a vector graphic, without any embedded raster images, and must be properly formatted. The SVG file should also be publicly accessible via HTTPS.

November 2022 - Entrust
Technical article

Documentation from DigiCert explains that a VMC (Verified Mark Certificate) is a digital certificate that verifies the ownership of a logo and is required by some email providers for BIMI. It ensures that the logo being displayed is legitimate and belongs to the sender.

August 2022 - DigiCert
Technical article

Documentation from BIMI Group explains that BIMI (Brand Indicators for Message Identification) requires setting up SPF, DKIM, and DMARC email authentication. A logo must be a registered trademark and validated using a VMC (Verified Mark Certificate). The DNS record for BIMI must point to the logo's SVG file.

January 2022 - BIMI Group
Technical article

Documentation from Fastmail explains that it fully supports BIMI and displaying your logo in Fastmail requires setting up DMARC, DKIM, SPF, and a BIMI record in your DNS. A VMC is not mandatory but recommended.

July 2023 - Fastmail