How to set brand icon seen in inboxes?

Hi ​@rob-nyb 

Great question and you’re not alone, this space is way more fragmented than it should be. Short answer: there is no single way to guarantee your logo shows in all inboxes today. What you’re doing (Google profile + Apple Business Connect) is correct, but it’s only part of the picture. Here’s how it actually breaks down:

1. There’s no universal “brand icon” standard

Each mailbox provider handles sender logos differently:

• Gmail → Uses Google profile images or BIMI (with strict requirements)
• Apple Mail → Uses Apple Business Connect (and also supports BIMI)
• Yahoo/AOL → Support BIMI (less strict)
• Microsoft (Outlook) → No real consistent support yet (very limited / pilot) 

So you’re essentially stacking solutions, not replacing one with another.

2. BIMI is the closest thing to a standard (but not universal)

BIMI (Brand Indicators for Message Identification) is the DNS-based approach your agency mentioned.

It lets you publish a logo that inbox providers may display if:

• You have SPF, DKIM, and DMARC fully set up
• DMARC is enforced (p=quarantine or p=reject)
• You host a properly formatted SVG logo
• You add a BIMI DNS record 

BIMI does not mean all inboxes will show your logo It only works in supporting inboxes.

3. VMC (Verified Mark Certificate), when it matters

• Gmail + Apple Mail require a VMC for BIMI logos to show 
• Without a VMC, BIMI may still work in Yahoo/AOL, but not the big ones

What this Means: 

• BIMI alone (no VMC) = partial coverage
• BIMI + VMC = broader coverage (especially Gmail + Apple)

Downside:

• Requires a registered trademark
• Costs $$$ and takes time

4. BIMI will not override Gmail / Apple logos

They don’t really override, they just become the preferred source where supported.

• Gmail: will prioritize BIMI (with VMC) over profile images
• Apple: BIMI and Apple Business Connect can coexist
• If BIMI isn’t valid → fallback to your existing setups

So your current setup is not wasted, it’s complementary.

5. Best Practice

If your goal is max coverage:

• Keep Google profile image (easy Gmail coverage)
• Keep Apple Business Connect (Apple ecosystem)
• Implement BIMI
• Add VMC if ROI makes sense

That’s the current full stack approach most mature senders use.

Thanks, Zac - this was very helpful. 

For my brand in particular, we won’t be using VMC, because our trademarked logo doesn’t scale down well, so we prefer to use an alternate image.

I guess we have coverage for all the main clients except Microsoft, so this works for now. thanks again!