What is BIMI (Brand Indicators for Message Identification)?

BIMI is an email standard that allows supported inboxes to show your brand’s logo next to your messages—once your domain is properly authenticated and you publish a BIMI record in DNS. BIMI helps recipients recognize the sender at a glance and can increase trust and engagement.

Why BIMI matters

• Brand trust: A verified logo reassures recipients they’re reading a legitimate message.
• Visual recognition: Your logo is consistent across inboxes that support BIMI.
• Anti-phishing support: Requires strong authentication, which improves overall security posture.

How BIMI works (simple view)

1. You authenticate mail with SPF and DKIM and enforce DMARC (policy set to quarantine or reject).
2. You host a clean, square SVG version of your logo (BIMI-compatible) over HTTPS.
3. You publish a BIMI TXT record in DNS that points to the SVG (and, for some providers like Gmail, to a logo certificate file).
4. Mailbox providers that support BIMI check your authentication and DNS record; if eligible, they display your logo.

Core requirements

• SPF and DKIM passing and aligned with your sending domain.
• DMARC at enforcement: policy p=quarantine or p=reject (not p=none), ideally at 100%.
• Logo as BIMI-compatible SVG (Tiny-PS profile, square, minimal code, typically ≤32 KB), hosted via HTTPS.
• BIMI DNS TXT record at default._bimi.yourdomain.com that references the SVG and—if required by the provider—a certificate URL.

About certificates (VMC/CMC)

Some providers (notably Gmail) require a third-party certificate tied to your logo for display:

• VMC (Verified Mark Certificate): Usually requires a registered trademark for your logo; enables Gmail’s blue check mark.
• CMC (Common Mark Certificate): Certificate option that can allow logo display without the blue check. Trademark may not be required.

Support varies by provider. Yahoo Mail, for example, can display BIMI without a certificate, while Gmail expects one of the above.

BIMI DNS record examples

With certificate (for providers that require it):

Host:  default._bimi.yourdomain.com
Type:  TXT
Value: v=BIMI1; l=https://yourdomain.com/path/logo-bimi.svg; a=https://yourdomain.com/path/your-bimi.pem

Self-asserted (no certificate): may display in some providers, but not Gmail.

Host:  default._bimi.yourdomain.com
Type:  TXT
Value: v=BIMI1; l=https://yourdomain.com/path/logo-bimi.svg; a=

Logo (SVG) guidelines

• Square canvas; keep it simple (no text that becomes unreadable at small sizes).
• SVG Tiny-PS profile; remove scripts, external links, and unnecessary metadata.
• Keep file lightweight and serve via HTTPS (TLS 1.2+ recommended).

Common pitfalls

• DMARC not enforced: p=none won’t qualify.
• Incompatible SVG: wrong profile, too large, or includes disallowed elements.
• Misplaced DNS record: BIMI TXT must live at default._bimi.yourdomain.com.
• Certificate missing (where required): Gmail won’t show the logo without an accepted certificate.

Where Mailpro fits

BIMI activates at the domain + DNS level, but your deliverability and authentication must be solid. With Mailpro you can:

• Send using domains configured with SPF and DKIM alignment.
• Maintain strong sender reputation (list hygiene, engagement, low complaints), which improves eligibility to display the logo.
• Track performance before/after BIMI with Mailpro’s analytics to measure brand-trust impact.

Quick FAQ

Do I need a certificate?
Not always. Some providers (like Yahoo Mail) can show your logo without one. Gmail expects a VMC or CMC to display the logo (VMC adds the blue check).

Will BIMI work if my DMARC is set to p=none?
No. You need DMARC at enforcement (p=quarantine or p=reject).

How long does it take to show up?
After publishing DNS and meeting requirements, allow 24–48 hours for propagation. Actual display timing depends on each provider’s policies.

Related terms

• DMARC
• SPF
• DKIM

Related: What is an email header and how to read it