Convert standard text logo to XSLT Transformation to HTML format

I have a standard text for logo which is called in my program .

This content of the standard text is passed to call transformation which then forms the email .

But when the email is generated my logo is not being shown up .

Kindly suggest what should be written in standard text that xml identifies the text .

currently the text written in standard text is :

BITMAP 'BRCP_EMAIL_LOGO' OBJECT GRAPHICS ID BMAP TYPE BCOL DPI 100.