Key takeaways
- BIMI requires DMARC at enforcement: p=quarantine or p=reject, applied to all mail.
- The logo must be a square SVG in the SVG Tiny Portable/Secure (Tiny PS) profile, served over HTTPS.
- Gmail requires a certificate: a VMC (trademarked logo, blue checkmark) or a CMC (no trademark needed).
- Yahoo can display BIMI logos without a certificate for senders with good reputation.
- BIMI does not fix deliverability; it rewards domains that already authenticate well.
In this guide
- What BIMI is
- Why BIMI is worth considering
- The requirements
- VMC vs CMC: which certificate do you need?
- Which inboxes support BIMI
- Step-by-step setup
- Why your BIMI logo does not show
- Is BIMI worth it for you?
- BIMI and your From address
- Preparing a BIMI-ready logo
- Cost and effort overview
- BIMI record syntax explained
- BIMI checklist
- Frequently asked questions
What BIMI is
BIMI (Brand Indicators for Message Identification) is a standard that lets mailbox providers display your brand logo next to your emails in the inbox, in place of the generic initial or avatar. In Gmail, a verified BIMI logo can also come with a blue checkmark that confirms the sender's identity.
Technically, BIMI is a DNS record that points to your logo file and, for some providers, to a certificate proving you have the right to use that logo. Providers display it only for mail that passes strong authentication.
That last point is the key to understanding BIMI. It is not a design option you switch on. It is a reward for domains that have already locked down their authentication with SPF, DKIM and an enforced DMARC policy.
Why BIMI is worth considering
- Recognition: subscribers spot your emails faster in a crowded inbox.
- Trust: a verified logo and checkmark make phishing in your name easier to detect.
- Brand protection: the DMARC enforcement BIMI requires blocks spoofing of your domain, which is valuable on its own.
What BIMI does not do: it does not move your emails from spam to the inbox. Providers show the logo only on mail they already accept and trust.
The requirements
| Requirement | Details |
|---|---|
| SPF and DKIM | Passing and aligned with your From domain |
| DMARC at enforcement | p=quarantine or p=reject, applied to all mail (no pct below 100). p=none is not enough |
| Logo file | Square SVG in the SVG Tiny Portable/Secure (Tiny PS) profile, hosted on HTTPS, kept small (under about 32 KB is the common guidance) |
| Certificate (for Gmail) | A VMC (Verified Mark Certificate) or a CMC (Common Mark Certificate) from an approved certificate authority |
| BIMI DNS record | A TXT record at default._bimi.yourdomain.com |
| Good sender reputation | Providers may refuse to display logos for senders with poor reputation |
VMC vs CMC: which certificate do you need?
| VMC (Verified Mark Certificate) | CMC (Common Mark Certificate) | |
|---|---|---|
| Trademark needed | Yes, a registered trademark for the logo | No; the logo must have been in public use for a period required by the issuer |
| Blue checkmark in Gmail | Yes | No, logo only |
| Validation | Strict, organization and trademark checks | Lighter |
| Cost | Higher | Lower |
| Good for | Established brands with a registered mark | Brands without a trademark yet |
Certificates are annual and issued by a small number of approved certificate authorities. Ask for current prices directly; they change and depend on the issuer.
Which inboxes support BIMI
- Gmail: supports BIMI and requires a VMC or CMC.
- Yahoo Mail and AOL: support BIMI and can display logos without a certificate for senders with strong authentication and good reputation.
- Apple Mail: supports BIMI with a certificate on recent versions.
- Microsoft Outlook: does not support BIMI at the time of writing.
Support evolves, so check each provider's current documentation before you invest.
Step-by-step setup
- Get authentication right. SPF and DKIM must pass and align for every stream. Use my SPF, DKIM and DMARC guide and confirm with your DMARC aggregate reports.
- Move DMARC to enforcement. Go from
p=nonetop=quarantine, then optionallyp=reject, and remove anypctbelow 100. Watch for forwarding losses; see why forwarded emails fail DMARC. - Prepare the logo. Start from your vector logo. Make it square, centered, with a solid background (it will be shown in a circle or rounded square). Convert it to SVG Tiny PS with a design tool or converter, and validate it with a BIMI checker.
- Get a certificate if you want Gmail and Apple support: a VMC with a registered trademark, or a CMC otherwise. The certificate authority gives you a
.pemfile. - Host both files on HTTPS, for example
https://yourbrand.com/bimi/logo.svgandhttps://yourbrand.com/bimi/certificate.pem. - Publish the BIMI record:
Without a certificate, leavedefault._bimi.yourbrand.com TXT "v=BIMI1; l=https://yourbrand.com/bimi/logo.svg; a=https://yourbrand.com/bimi/certificate.pem"a=empty (useful for Yahoo only). - Validate and wait. Use a BIMI record checker. Logos can take days or weeks to appear, and providers may display them only once your volume and reputation are sufficient.
Why your BIMI logo does not show
| Problem | Check |
|---|---|
| DMARC still at p=none or pct below 100 | Your DMARC record |
| SVG not in Tiny PS profile | Validate the file; regular SVG exports usually fail |
| Logo URL not HTTPS or returns an error | Open the URL in a browser |
| No certificate, testing in Gmail | Gmail requires VMC or CMC |
| Certificate does not match the logo | The SVG must be the one embedded in the certificate |
| Sending from a subdomain without a record | Publish a record for the subdomain or rely on the parent domain, depending on the provider |
| Low volume or reputation | Providers may wait until they trust your domain |
Is BIMI worth it for you?
A simple way to decide:
- Yes, if you are an established brand with a large Gmail audience, a registered trademark, and authentication already in place. The cost is small compared with the brand and anti-phishing value.
- Later, if your DMARC is still at
p=none. Use the BIMI goal as motivation to reach enforcement, which protects your domain today. - Not a priority, if your emails still land in spam. Fix spam placement and sender reputation first. A logo will not show on emails that are not trusted.
BIMI and your From address
BIMI applies to the domain in the visible From address. If you send from a dedicated subdomain such as news.yourbrand.com, check how each provider handles subdomains: some look for a record on the exact subdomain, others fall back to the parent domain's record. Consistent sending identities make BIMI easier; see sending from a subdomain.
Preparing a BIMI-ready logo
Most BIMI failures I see come from the logo file. Before converting, check these points:
- Square format with the logo centered and some margin around it.
- Solid background, not transparent: inboxes display the logo in a circle or rounded square.
- Simple shapes: fine details and small text become unreadable at avatar size.
- No embedded images: the SVG must be pure vector, with no bitmap inside.
- Tiny PS profile: the root element declares
baseProfile="tiny-ps"and a title; scripts, animations and external references are not allowed. - Same logo as the certificate: for VMC or CMC, the certificate authority embeds the logo; the hosted file must match it.
Cost and effort overview
| Item | Effort | Cost |
|---|---|---|
| Authentication and DMARC enforcement | Medium, a few weeks of monitoring | Free (your time) |
| Logo in SVG Tiny PS | Low with a designer or converter | Free to low |
| Trademark registration (for VMC) | High if not already done | Varies by country |
| VMC or CMC certificate | Medium, validation process | Annual fee from the certificate authority |
| DNS record and hosting | Low | Free |
BIMI record syntax explained
| Tag | Meaning | Example |
|---|---|---|
v= | Version, always BIMI1 | v=BIMI1 |
l= | HTTPS location of the SVG logo | l=https://yourbrand.com/bimi/logo.svg |
a= | HTTPS location of the VMC or CMC certificate (PEM file) | a=https://yourbrand.com/bimi/cert.pem |
The record name is default._bimi for the default selector. Advanced senders can publish other selectors and reference them in a message header, but the default record covers almost every case.
BIMI checklist
- SPF and DKIM pass and align on every stream
- DMARC at quarantine or reject, 100% of mail
- Square SVG Tiny PS logo validated, hosted on HTTPS
- VMC or CMC certificate for Gmail and Apple
- BIMI TXT record published at
default._bimi - Record and files checked with a BIMI validator
Frequently asked questions
Does BIMI improve deliverability?
Not directly. Mailbox providers do not place mail in the inbox because of BIMI. Its benefit is brand recognition and trust once your mail is already delivered.
What is the difference between VMC and CMC?
A Verified Mark Certificate requires a registered trademark and gives the blue verified checkmark in Gmail. A Common Mark Certificate does not require a trademark, but the logo must have been in public use, and no checkmark is shown.
Can I use BIMI with DMARC p=none?
No. BIMI requires an enforced DMARC policy, either quarantine or reject.
Why is my BIMI logo not showing?
Common reasons are DMARC not at enforcement, an SVG that does not follow the Tiny PS profile, a missing or invalid certificate, or a sender reputation too low for the provider to display it.
Which inboxes support BIMI?
Gmail, Yahoo Mail, Apple Mail and several other providers support BIMI, each with its own requirements. Microsoft Outlook does not support BIMI at the time of writing.
