Google has announced that Gmail will now support verified brand logos on Gmail as standard. As reported by 9to5 will allow many smaller brands to take advantage of using the simple software. Should adoption grow, brands will be able to automatically update branding through one system.
Google is heavily embracing the new work from home normal in which we find ourselves due to lockdown. It is currently introducing some of Zoom's best features to its Google Meet function to help meetings.
It has also been a busy couple of weeks for the Gmail software. Earlier in July, a new redesign was leaked for the email system. As many pointed out this was quite an overdue thing for Google to do but were glad it has finally happened.
Gmail adds support for verified brand logos
Google has said that the introduction of "Brand Indicators for Message Identification" (BIMI) is to help users have confidence in the origin of emails. The brand logo will appear in the existing “avatar slot”.
Viewing on the web this is next to a sender’s name and address in the top-left corner of a message. On Android and iOS, it will have even more prominence. The logo will show up directly in the inbox.
This move to increase users confidence is part of Google's wider focus on keeping people safe whilst working from home. The company has also introduced new security measures for Google Meet, Drive and Chat. These include giving the host of meetings greater control over who is an is not allowed in.
Some may worry that this gives scammers another way to try to forge the address of brands in an attempt to steal from customers. However, Google is working on methods to combat this.
The company is leveraging Domain-based Message Authentication, Reporting, and Conformance (DMARC). This is designed to combat scammers from forging the “From” address. The idea is that incoming messages will be verified by authenticating the sender’s domain.
This means that through DMARC and, in turn, BIMI brands are able to help safely identify themselves. The idea being that if the verification and authentication process works then the brand logo will be a mark of safety. Thus allowing users to identify which emails to take seriously and ones which they can trust.
This looks to be a positive step and one which brands will be very pleased with as it should help their identification. So long as the company is able to effectively combat scammers then this system is a very positive move. However, that threat is one which could cause some serious problems.