What is BIMI? Brand Logos in the Inbox, Explained
BIMI (Brand Indicators for Message Identification) is a standard that lets email providers display your brand’s logo next to messages from your domain, instead of a generic initial. To qualify, your domain must already pass strict email authentication: DMARC at an enforcement policy. Then you publish a BIMI record in DNS that points to your logo and, for most major inboxes, a mark certificate that proves you own it.
Why BIMI matters
BIMI is less about the logo and more about what it proves. You can’t get it without a domain locked down by SPF, DKIM and DMARC at quarantine or reject. That protects your customers from spoofed email and makes your real email easier to recognize.
In a crowded inbox, a recognizable logo next to the sender name helps your newsletter, invoices and onboarding emails stand out from lookalike phishing.
How BIMI works
When a provider receives your message, it checks DMARC first. If DMARC passes at enforcement, it looks up your BIMI record, fetches the logo and certificate, validates them and shows the logo.
| Requirement | Detail |
|---|---|
| DMARC enforcement | p=quarantine or p=reject; p=none does not qualify (BIMI Group) |
| BIMI DNS record | A TXT record at default._bimi.example.com |
| Logo | SVG Tiny Portable/Secure (Tiny PS): square, no scripts, no external resources, no embedded raster images |
| Certificate | VMC (requires a registered trademark) or CMC (requires evidence the logo has been in use); issued by an approved Mark Verifying Authority; current maximum validity 398 days |
| Provider support | Gmail and Apple Mail require a certificate; Yahoo can show a self-asserted logo for qualifying bulk senders |
An example record:
default._bimi.example.com TXT "v=BIMI1; l=https://example.com/bimi/logo.svg; a=https://example.com/bimi/vmc.pem"l= points to the SVG logo; a= points to the certificate file.
Example: is BIMI worth it for a 10-person B2B company?
A hypothetical consultancy sends 3,000 emails a month: a newsletter, proposals and invoices. Its domain is at DMARC p=none.
- Step 1, free: move DMARC from p=none to p=reject after fixing alignment for its CRM and invoicing tool. This is the real security win.
- Step 2, free: publish a BIMI record and SVG logo. Yahoo may now show the logo for qualifying mail.
- Step 3, paid: buy a CMC for Gmail and Apple Mail. The logo has been on its website for years, so it qualifies without a trademark.
Steps 1 and 2 are worth doing for any company, and they are part of every email marketing setup we run. Step 3 is a judgment call based on how much of your revenue depends on email being recognized and opened.
Before anyone asks me about logos in the inbox, I ask whether their DMARC policy is actually enforced. Many teams that want BIMI are still sitting at p=none because one forgotten tool sends mail on their behalf. Finding and fixing that sender is the real work, and it protects the domain whether or not you ever pay for a certificate.
How to set up BIMI
BIMI setup
- Get DMARC to p=quarantine or p=reject, covering all mail, with aligned SPF or DKIM for every sender
- Check subdomains you send from inherit or publish an enforcing DMARC policy
- Create a square SVG Tiny PS version of your logo with a solid background (your designer or branding team can export it)
- Host the SVG on HTTPS with the image/svg+xml content type
- Decide on a certificate: VMC if your logo is a registered trademark, CMC if not
- Publish the BIMI TXT record at default._bimi with l= and a= values
- Validate with a BIMI checker, then send test emails to Gmail, Apple Mail and Yahoo
- Calendar the certificate renewal so the logo doesn't silently disappear
Myth vs fact
- MythBIMI improves deliverability on its own.
- FactBIMI is a display feature. The deliverability gain comes from the DMARC enforcement it requires and from recipients recognizing you. A logo won't rescue a poor sender reputation.
Before chasing BIMI, make sure your sending reputation is healthy: see email warm-up.
Frequently asked questions
Does BIMI require a trademark?
Only for a Verified Mark Certificate. A Common Mark Certificate requires evidence the logo has been in public use instead. Gmail accepts both, but only VMC-verified senders get the checkmark.
Why isn't my BIMI logo showing in Gmail?
Common causes: DMARC at p=none or below 100% coverage, no VMC or CMC, an SVG that isn't Tiny PS compliant, or low sending volume and reputation. Providers also cache logos, so changes take time.
How much does BIMI cost?
The DNS record and SVG are free. Mark certificates are sold annually by approved authorities, and prices vary by provider and certificate type. Check current pricing with the issuers.
Does BIMI work in Outlook?
Support varies by provider and changes over time. Check the BIMI Group's current list of supporting mailbox providers before promising stakeholders where the logo will appear.