BIMI(Brand Indicators for Message Identification)
A standard that displays your brand logo next to emails in supporting inboxes.
Definition
BIMI (Brand Indicators for Message Identification) is an email standard that allows senders to display their verified brand logo next to emails in the recipient's inbox. To use BIMI, you need a strong DMARC policy (quarantine or reject at 100%) and a mark certificate where the mailbox provider requires one, such as a Verified Mark Certificate (VMC) or Common Mark Certificate (CMC) for Gmail. BIMI transforms the generic avatar or initial letter next to your emails into your recognizable brand logo.
Why It Matters
BIMI increases brand visibility and trust in the inbox. A recognizable logo can help recipients identify your brand, but BIMI does not guarantee higher open rates or inbox placement. It is also a competitive differentiator that shows your brand takes email security seriously. In a crowded inbox, your logo makes your emails stand out.
How It Works
After setting up DMARC with a reject or quarantine policy at 100% enforcement, you create a square SVG logo file following BIMI specifications. For Gmail, you obtain a VMC or CMC. You publish a BIMI TXT record in DNS at 'default._bimi.yourdomain.com' pointing to your logo URL and mark certificate. When receiving servers verify your DMARC passes and find your BIMI record, they display your logo next to your emails.
Example
Here is a BIMI DNS record:
default._bimi.example.com TXT "v=BIMI1; l=https://example.com/bimi/logo.svg; a=https://example.com/bimi/certificate.pem"Breaking it down:
- l= points to your SVG logo hosted on your domain
- a= points to your mark certificate (VMC or CMC for Gmail)
When a Gmail user receives an email from example.com that passes DMARC, Gmail retrieves the logo from the URL and displays it as a verified sender avatar. Instead of seeing a generic "E" initial, the recipient sees your company's actual logo with a verification checkmark when a VMC is used. Display remains subject to Gmail's checks.
Best Practices
- 1Ensure DMARC is at p=quarantine or p=reject first; check each provider's enforcement requirements
- 2Create a square SVG logo optimized for small display (ideally 32x32 pixels when rendered)
- 3Host your logo on a reliable CDN for fast loading
- 4Obtain a VMC or CMC for Gmail support; the verified checkmark requires a VMC
- 5Test BIMI display in Gmail, Yahoo, and other supporting clients
BIMI Requirements Table
| Requirement | Why it matters | Notes |
|---|---|---|
| Aligned authentication | DMARC passes through aligned SPF or DKIM | Configure both protocols for reliable authentication |
| DMARC enforcement | Shows the domain rejects or quarantines spoofed mail | Use p=quarantine or p=reject; meet provider-specific enforcement requirements |
| SVG logo | Gives inboxes the brand image to display | Must follow BIMI SVG profile |
| Mark certificate | Gmail accepts a VMC or CMC | VMCs enable Gmail's verified checkmark; CMCs support logo display without it |
BIMI Support Table
| Provider | BIMI behavior | Practical implication |
|---|---|---|
| Gmail | Accepts VMC or CMC | Higher setup cost but major inbox value |
| Yahoo/AOL | Supports BIMI | May display without the same VMC requirement |
| Apple Mail | Supports BIMI in newer clients | Display depends on client and setup |
| Outlook | Limited or inconsistent support | Do not rely on BIMI for all recipients |
BIMI Setup Sequence
| Step | Action | Done when |
|---|---|---|
| 1 | Fix SPF and DKIM alignment | Authentication passes consistently |
| 2 | Move DMARC from monitoring to enforcement | Policy is quarantine or reject at 100% |
| 3 | Prepare BIMI SVG logo | Logo validates against BIMI requirements |
| 4 | Publish BIMI DNS record | Record points to logo and certificate |
| 5 | Test inbox display | Logo appears in supporting providers |