BIMI (Brand Indicators for Message Identification) is an email specification that displays your brand logo next to authenticated messages in the recipient's inbox. It requires DMARC at p=quarantine or p=reject, a logo in SVG Tiny PS format, and for Gmail specifically, a Verified Mark Certificate (VMC) from DigiCert or Entrust. BIMI increases brand visibility and trust in the inbox.
What is BIMI? Complete Guide to Brand Indicators for Message Identification
How BIMI Works
BIMI adds a DNS record that points to your brand logo. When a receiving mail server processes your authenticated message, it:
- Checks your DMARC policy (must be p=quarantine or p=reject)
- Verifies DMARC passes for the message
- Looks up the BIMI record at
default._bimi.yourdomain.com - Retrieves the logo URL from the record
- Displays the logo next to your message in the inbox
The BIMI DNS record looks like:
Type: TXT
Host: default._bimi
Value: v=BIMI1; l=https://yourdomain.com/logo.svg; a=https://yourdomain.com/vmc.pem
The l= tag points to your logo file. The a= tag points to your VMC certificate (required for Gmail).
Requirements
| Requirement | Details |
|---|---|
| DMARC policy | p=quarantine or p=reject (p=none doesn't qualify) |
| Logo format | SVG Tiny PS (Portable Secure) |
| VMC certificate | Required for Gmail, optional for others |
| Trademark | Logo must be a registered trademark (for VMC) |
| HTTPS hosting | Logo and certificate must be served over HTTPS |
Practitioner note: The trademark requirement is the barrier most small businesses hit. You need a registered trademark in an approved jurisdiction to get a VMC. If your brand isn't trademarked, you can still use BIMI with providers that don't require a VMC, but you won't get the Gmail logo.
The VMC Certificate
A Verified Mark Certificate is a digital certificate that proves you own the trademark associated with your logo. Only two certificate authorities issue VMCs:
- DigiCert — ~$1,500/year
- Entrust — ~$1,500/year
The VMC validation process includes verifying your trademark registration and domain ownership. Expect 2-4 weeks for issuance.
Provider Support
| Provider | BIMI Support | VMC Required? |
|---|---|---|
| Gmail | Yes | Yes |
| Apple Mail | Yes | No |
| Yahoo Mail | Yes | No |
| Fastmail | Yes | No |
| Microsoft Outlook | No | N/A |
Practitioner note: The Gmail VMC requirement is the expensive part. If your audience is primarily on Apple Mail or Yahoo, you can get BIMI logos showing without paying for a VMC. Check your email analytics to see where your recipients are before committing to the VMC investment.
Is BIMI Worth It?
Yes, if:
- You send high-volume consumer email (ecommerce, newsletters)
- Your recipients are primarily on Gmail
- Brand trust and recognition are business priorities
- You already have DMARC at p=quarantine or p=reject
Probably not, if:
- You're B2B with most recipients on Outlook (no BIMI support)
- You send low volume and the $1,500/year VMC cost doesn't make sense
- You don't have a registered trademark
- You haven't implemented DMARC enforcement yet (do that first)
For a complete BIMI implementation including SVG preparation, VMC procurement, and DNS configuration, I handle the full setup.
Sources
- BIMI Group: Official BIMI Specification
- RFC Draft: Brand Indicators for Message Identification
- Google: BIMI requirements
- DigiCert: Verified Mark Certificates
v1.0 · April 2026
Frequently Asked Questions
What is BIMI in email?
BIMI is a DNS-based standard that lets you publish your brand logo for email clients to display next to your messages. It works with DMARC to verify that you own the sending domain.
Does BIMI improve deliverability?
BIMI doesn't directly affect deliverability or placement decisions. It's a visual trust indicator. However, the DMARC requirement means implementing BIMI forces good authentication practices.
Which email clients support BIMI?
Gmail, Apple Mail, Yahoo Mail, and Fastmail support BIMI. Microsoft Outlook does not yet support BIMI.
How much does BIMI cost?
The BIMI record itself is free. The cost comes from the VMC certificate — approximately $1,500/year from DigiCert or Entrust. Some providers show logos without a VMC.
Is BIMI worth it?
For brands with high email volume and consumer-facing email, yes. The visual trust signal in Gmail alone can improve open rates. For B2B or low-volume senders, the VMC cost may not justify the return.
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