BIMI — Putting Your Brand Logo in the Inbox
· DMARC Analyzer Pro
BIMI lets you display your brand logo next to emails in the inbox. Learn what BIMI requires, how it connects to DMARC, and how to implement it.
Brand Indicators for Message Identification (BIMI) is the reward waiting for organisations that have fully implemented DMARC. It lets you display your verified brand logo directly in the recipient's inbox — next to every email that passes authentication. It's a visible, tangible benefit that goes beyond security.
BIMI and DMARC — the connection
BIMI requires a DMARC policy of `p=quarantine` or `p=reject` at a minimum. This is by design — the logo display is intended as a trust indicator, and that trust is only meaningful if the underlying authentication is enforced. Domains with `p=none` are not eligible for BIMI.
This gives organisations an additional incentive to move beyond monitoring. Every email that your recipients see with your logo reinforces brand trust and recognition, while also serving as a visual confirmation that the message is authenticated.
How BIMI works
BIMI uses a DNS TXT record published at `default._bimi.yourdomain.com`. This record points to your brand logo in SVG Tiny PS format — a specific, constrained SVG profile designed for this purpose. The logo must be a square image, properly formatted, and hosted at an HTTPS URL.
When a receiving server delivers a DMARC-passing message, it checks for a BIMI record, retrieves the logo, and displays it alongside the message in the recipient's inbox.
Verified Mark Certificates
For broader adoption, some providers require a Verified Mark Certificate (VMC), issued by a certificate authority, which cryptographically ties your logo to your domain. VMCs require that your logo is a registered trademark, adding another layer of verification.
Google Gmail currently requires a VMC for BIMI logo display, while other providers may display logos without one. The VMC process involves validation by a certificate authority and has associated costs, but for brands that rely heavily on email communication, the investment pays for itself in recognition and trust.
Getting started
The path to BIMI starts with DMARC enforcement. If you're already at `p=reject`, you're most of the way there. Prepare your logo in the required SVG Tiny PS format, publish your BIMI DNS record, and optionally obtain a VMC. Monitor your DMARC reports to ensure consistent authentication — any failures will prevent the logo from appearing.