Seen before they walk in

Google squeezes today's icon into a blur

The site icon is a 2048 by 1769 picture with three lines of text. Google wants a square and shows it at about 28 pixels, so the words turn into an orange smudge. The fix is a square icon with one letter or one word, in 48, 96 and 512 pixel sizes, plus a cleaner page title.

• Half a day of work, inside the website refresh.
• The same mark becomes the app icon, the WhatsApp profile and the Gmail logo below.

A logo that moves, in two colours

The circle pops in, a ring pulses out once, and the letters rise into place. Two colourways, black and white or orange and white, and two lengths, B for small spaces and BITTA JIU JITSU where there is room. Four seconds, then it rests.

• Email header on every welcome, birthday and Belt Day message, as a light animated GIF.
• Reel end card, website loading moment, app splash and the Tap Station screen.
• One file, made once, used everywhere.

A verified logo in every Gmail inbox

With BIMI, Gmail shows Bitta's logo next to every email, and a blue verified tick when the logo is a registered trademark. Parents see a trusted brand among school and group emails, and opens go up.

• The inbox logo must be a still image. The animation lives inside the email, in the header.
• Needs email security set to the strict level, a square logo file, and a yearly certificate of about USD 650 to 1,100 (confirm).
• A VMC certificate needs a registered trademark and gives the tick. A CMC needs 12 months of logo use and shows the logo without the tick.

Emails that show a picture before they are opened

Promotion previews. A few lines of code inside Bitta's email let Gmail show an image carousel and a deal badge in the Promotions tab, the way the shops in your inbox do. Gmail decides when to show it, so treat it as a bonus, not a promise.

Gmail ads. A paid ad sits at the top of Promotions, bought through Google's Demand Gen campaigns and aimed at parents in Abu Dhabi. Best for camps and events with a date on them.

• Same photos as the content plan, so no extra shoot.
• Judge Gmail ads on first visits booked, not clicks (confirm cost per click in week one).

Every place an email can be collected

A list Bitta owns is the cheapest channel it will ever have. Every place a family touches Bitta should ask for one email, in return for something worth having. Parents only, never children, with a clear yes to marketing.