BIMI (Brand Indicators for Message Identification) is an email specification that displays your brand's logo next to your emails in supported inboxes. It requires a DMARC policy of quarantine or reject, a logo in SVG Tiny PS format published via DNS, and optionally a Verified Mark Certificate (VMC) for Gmail. BIMI increases brand recognition and indirectly improves open rates.
What Is BIMI? (Brand Indicators for Message Identification)
BIMI in 30 Seconds
BIMI puts your brand logo in the inbox next to your emails. It's a DNS record that points to your logo file. But you can't just add the record — BIMI only works if you have DMARC enforcement (quarantine or reject) in place.
Think of BIMI as the reward for getting your email authentication right.
How BIMI Works
- You achieve DMARC with
p=quarantineorp=reject - You create your logo in SVG Tiny PS format
- You optionally obtain a VMC (Verified Mark Certificate)
- You publish a DNS record at
default._bimi.example.com - Receiving servers that support BIMI display your logo when your email passes DMARC
BIMI DNS Record
default._bimi.example.com TXT "v=BIMI1; l=https://example.com/logo.svg; a=https://example.com/vmc.pem"
l=— URL to your SVG Tiny PS logo filea=— URL to your VMC certificate (optional, required for Gmail)
Provider Support
| Provider | BIMI Support | VMC Required? |
|---|---|---|
| Gmail | Yes | Yes |
| Yahoo Mail | Yes | No |
| Apple Mail | Yes (iOS 16+) | No |
| Fastmail | Yes | No |
| Outlook | No | N/A |
The VMC Requirement
Gmail requires a Verified Mark Certificate — a certificate that proves you own the trademarked logo. VMCs cost roughly $1,500/year and require a registered trademark. This is the main barrier for smaller senders.
Yahoo and Apple Mail display BIMI logos without a VMC, so you can still get partial coverage without the certificate.
Practitioner note: Don't pursue BIMI until you're solidly at
p=rejecton DMARC. I see companies trying to shortcut to BIMI withp=quarantineat low percentages. Get authentication fully locked down first — BIMI is the finishing touch, not the starting point.
Practitioner note: The SVG Tiny PS format requirement trips up everyone. Your designer's regular SVG won't work. It must conform to the SVG Tiny Portable/Secure profile — no scripts, no external references. Use the BIMI Group's SVG generator tool.
For the complete setup process, read the BIMI setup guide. If your logo isn't showing, see BIMI logo troubleshooting.
Ready to implement BIMI for your brand? Schedule a consultation — I'll verify your DMARC is enforcement-ready and guide you through the logo and VMC process.
Sources
- BIMI Group: BIMI Implementation Guide
- Google: BIMI in Gmail
- RFC (Draft): Brand Indicators for Message Identification (BIMI)
- DigiCert: Verified Mark Certificates
v1.0 · April 2026
Frequently Asked Questions
How does BIMI work?
You publish a DNS TXT record at default._bimi.example.com pointing to your SVG logo and optional VMC. When a receiving server verifies your email passes DMARC with an enforcement policy, it retrieves your BIMI record and displays the logo in the recipient's inbox.
What are the requirements for BIMI?
DMARC with p=quarantine or p=reject, a logo in SVG Tiny PS format, a DNS BIMI record, and for Gmail specifically, a Verified Mark Certificate (VMC) from DigiCert or Entrust. Yahoo and Apple Mail display BIMI logos without requiring a VMC.
How much does BIMI cost?
The BIMI DNS record and SVG logo are free. The VMC certificate (required for Gmail) costs approximately $1,500/year from DigiCert or Entrust. You also need a registered trademark for the VMC application.
Which email providers support BIMI?
Gmail (requires VMC), Yahoo Mail, Apple Mail (iOS 16+, macOS Ventura+), and Fastmail. Microsoft Outlook does not support BIMI as of early 2026.
Does BIMI improve deliverability?
Not directly. BIMI doesn't affect spam filtering. However, the DMARC enforcement required for BIMI does improve deliverability, and the visible logo increases brand recognition and trust, which can indirectly improve engagement rates.
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