BIMI
Display your brand logo in recipient email inboxes.
BIMI (Brand Indicators for Message Identification) allows organizations to display their verified brand logo next to emails in recipient inboxes. This enhances brand recognition, builds trust, and provides visual confirmation that emails are authentic.
How BIMI Works
- Publish a BIMI record in DNS at
default._bimi.example.com - The record points to your brand logo (SVG) and VMC certificate (PEM)
- When your email passes DMARC authentication, the receiving server looks up your BIMI record
- The receiver validates your VMC certificate against your logo
- If valid, your logo is displayed in the recipient's inbox
Benefits of BIMI
- Increased brand visibility in crowded inboxes
- Visual trust indicator for recipients
- Reduced likelihood of email being marked as spam
- Protection against brand impersonation
- Higher email engagement rates
BIMI Requirements
Before implementing BIMI, you must meet these prerequisites:
DMARC at Enforcement
Your DMARC policy must be set to p=quarantine or p=reject. BIMI won't work with p=none.
SVG Tiny 1.2 Logo
Your logo must be in SVG Tiny 1.2 Portable/Secure format. It should be square (1:1 aspect ratio), and hosted on HTTPS.
Verified Mark Certificate (VMC)
A VMC is required by most major email providers. It validates your trademark ownership and binds it to your logo.
BIMI Record Syntax
# BIMI record location default._bimi.example.com # Full BIMI record example v=BIMI1; l=https://example.com/brand-logo.svg; a=https://example.com/vmc.pem # Tag breakdown: # v=BIMI1 - Version (required, must be first) # l= - Logo URL (HTTPS URL to SVG Tiny 1.2 logo) # a= - Authority URL (HTTPS URL to VMC certificate) # Notes: # - Both URLs must use HTTPS # - The logo must be exactly as specified in your VMC # - The selector "default" is standard, but you can use others
Logo Requirements
| Requirement | Details |
|---|---|
| Format | SVG Tiny 1.2 Portable/Secure (not standard SVG) |
| Aspect Ratio | Square (1:1) |
| File Size | Under 32KB recommended |
| Background | Solid color recommended (works on light and dark modes) |
| Hosting | HTTPS with valid SSL certificate |
| Content | Must match trademarked logo in VMC |
SVG Tiny 1.2 Is Not Standard SVG
Standard SVG files won't work for BIMI. You need SVG Tiny 1.2 Portable/Secure format, which has specific restrictions (no scripts, no external references, specific elements only). Many design tools don't export this format natively—you may need specialized conversion tools.
Verified Mark Certificates (VMC)
A VMC is a digital certificate that proves you own the trademark for your logo. It's issued by Certificate Authorities after verifying your trademark registration.
| VMC Provider | Notes |
|---|---|
| DigiCert | One of the original VMC issuers, wide acceptance |
| Entrust | Major certificate authority with VMC support |
VMC Requirements
- Registered trademark in an accepted jurisdiction (US, EU, UK, Canada, etc.)
- Logo must be the exact trademarked design
- Organization validation (OV) or Extended Validation (EV) process
- Annual renewal required
Email Client Support
BIMI is supported by major email providers, though coverage is not universal:
| Provider | Support Status | VMC Required |
|---|---|---|
| Gmail | Supported | Yes |
| Apple Mail | Supported (iOS 16+, macOS Ventura+) | Yes |
| Yahoo Mail | Supported | Optional (but recommended) |
| Fastmail | Supported | Optional |
| Microsoft Outlook | Limited pilot | Yes |
Implementation Steps
Ensure DMARC is at Enforcement
Your DMARC policy must be p=quarantine or p=reject. BIMI won't work without DMARC enforcement.
Prepare Your Logo
Convert your logo to SVG Tiny 1.2 format. Ensure it's square, under 32KB, and matches your registered trademark exactly.
Obtain a VMC
Apply for a Verified Mark Certificate from DigiCert or Entrust. This requires proving trademark ownership.
Host Your Assets
Upload your SVG logo and VMC certificate to an HTTPS-enabled web server with a valid SSL certificate.
Publish Your BIMI Record
Add a TXT record at default._bimi.yourdomain.com with your logo and VMC URLs.
Test and Monitor
Send test emails to Gmail and other BIMI-supporting providers. Check that your logo appears correctly.
Example BIMI Record
# Standard BIMI record with VMC
v=BIMI1; l=https://example.com/logo.svg; a=https://example.com/vmc.pem
Common Issues
Logo Not Displaying
- Check DMARC is at enforcement (p=quarantine or p=reject)
- Verify logo is SVG Tiny 1.2 format, not standard SVG
- Ensure VMC certificate is valid and accessible
- Confirm logo URL returns correct MIME type (image/svg+xml)
VMC Validation Failed
- Logo must exactly match the one in your VMC
- Certificate must be properly PEM formatted
- Check certificate hasn't expired
- Ensure certificate is hosted with valid SSL
DNS Record Issues
- Record must be at selector._bimi.domain (e.g., default._bimi.example.com)
- v=BIMI1 must be the first tag
- URLs must use https:// protocol
- Allow time for DNS propagation (up to 48 hours)
Next Steps
- Learn about DMARC — Required foundation for BIMI
- Learn about SPF
- Learn about DKIM
- Test your email configuration