Google is upping its game by adding company logos to Gmail messages.
The new feature is rolling out in the next few months and Google hopes that it will increase trust in emails from people or companies that you are not familiar with. This means that if someone sends you an email, but it doesn’t have a logo of a recognizable company attached to the message, then Gmail will show a warning sign alerting you that this may be suspicious.
The logos are not static, they usually change based on the company’s marketing strategy. For instance, if a company is running ads on TV or in an email newsletter at the time of sending, their logo will show up as one that has been seen before and identified by Gmail’s algorithms. The algorithm also considers whether you’ve interacted with this brand previously to ensure it remains relevant for your current needs.”
A few examples below provide more information about what customers can expect:
If someone sends you an email but doesn’t attach a recognizable corporate logo to the message — like Nike or Walmart — then there’ll be a warning sign alerting you that this may be suspicious. This applies both on mobile devices and computers web browsers.
Organizations can have their logo authenticated by registering with BIMI, which currently includes more than 100 companies on board for testing, including Twitter and major banks like Bank of America and Citigroup.
Google’s other authentication service called Sender Policy Framework (SPF) also works to help combat spoofing but requires domains to register with either an authorized digital signature provider or a third party DMARC record-setter in order to show up as verified logos in Gmail messages. Those methods are often too difficult for smaller organizations that don’t have access to expensive resources so they won’t be using them at this time.
The company will complement these tools with Advanced Protection Program in the next few weeks.