BIMI (Brand Indicators for Message Identification) is a DNS record that points to a brand's logo so mailbox providers can display it next to authenticated messages. It depends on DMARC enforcement and, at Gmail and Apple, on a Verified Mark Certificate.
A correct example#
default._bimi.example.com. IN TXT "v=BIMI1; l=https://example.com/brand/logo.svg; a=https://example.com/brand/vmc.pem"Every element is there for a reason, and each maps to one of the setup steps below.
What good looks like#
- Done: Reach DMARC p=quarantine (pct=100) or p=reject on the sending domain.
- Done: Produce your logo as an SVG Tiny 1.2 Portable/Secure file, square, centered, with a solid background.
- Done: Obtain a VMC or CMC from an approved certificate authority if you want display in Gmail and Apple Mail.
- Done: Publish default._bimi.yourdomain.com with l= (logo URL) and a= (certificate URL).
- Done: Validate with a BIMI inspector and send a test to Gmail, Yahoo, and Apple seed accounts.
What bad looks like#
- Seen in audits: Publishing BIMI while DMARC is still at p=none; providers ignore the record.
- Seen in audits: Uploading a standard SVG exported from a design tool; it must be the Tiny PS profile with no scripts or external references.
- Seen in audits: Hosting the logo on a non-HTTPS URL or behind a redirect.
How to move from bad to good#
Work through the good list in order and re-verify after each change. Most teams find one or two items from the bad list already present; fixing those usually produces the largest improvement.
Frequently asked questions#
Does BIMI work without a VMC?
Yahoo and Fastmail display BIMI logos with DMARC enforcement alone. Gmail and Apple require a VMC or CMC.
What image format does BIMI require?
SVG Tiny 1.2 Portable/Secure. No PNG, JPG, or standard SVG.
Does BIMI improve deliverability?
Not directly. Its prerequisite, DMARC enforcement, does. The logo mainly lifts engagement and trust.