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DMARC.WS Team··8 min read

BIMI: Display Your Brand Logo in Email Inboxes

BIMIEmail BrandingDMARCGuide

What Is BIMI?

BIMI (Brand Indicators for Message Identification) is an email standard that lets you display your brand logo next to your messages in recipients' inboxes. Instead of a generic avatar or initials, your authenticated emails show your actual logo.

It's a visual reward for strong email authentication — BIMI requires DMARC enforcement (p=quarantine or p=reject) before your logo will appear.

Why BIMI Matters

Brand Recognition

Your logo in the inbox makes your messages instantly recognizable. Recipients can quickly identify legitimate emails from your brand, which improves open rates and engagement.

Phishing Protection

BIMI creates a visual trust signal. When recipients are accustomed to seeing your logo, the absence of it on a spoofed email becomes a red flag. It turns email authentication from an invisible backend process into something end users can see.

Competitive Advantage

Few organizations have implemented BIMI yet. Being an early adopter means your emails stand out visually in crowded inboxes.

BIMI Requirements

Before your logo can appear, you need:

  1. DMARC at enforcement: p=quarantine or p=reject (not p=none)
  2. Good sending reputation: Mailbox providers may not display logos for domains with poor reputation
  3. An SVG logo file: Specifically, an SVG Tiny 1.2 (SVG-t) format file
  4. A VMC certificate (for some providers): A Verified Mark Certificate that proves you own the trademark for the logo
  5. A BIMI DNS record: A TXT record pointing to your logo (and optionally your VMC)

The BIMI DNS Record

BIMI uses a DNS TXT record at default._bimi.{domain}:

default._bimi.example.com. IN TXT "v=BIMI1; l=https://example.com/logo.svg; a=https://example.com/vmc.pem"
Tag Purpose
v=BIMI1 BIMI version
l= URL to your SVG logo file
a= URL to your VMC certificate (optional for some providers)

The logo URL must use HTTPS and return the SVG file with the correct content type (image/svg+xml).

SVG Requirements

BIMI requires a specific SVG format — SVG Tiny 1.2 Profile (SVG-t). This is stricter than regular SVG:

  • No scripts or external references: The SVG must be self-contained
  • Square aspect ratio: The logo should be designed for a 1:1 square container
  • Specific SVG root attributes: Must include the SVG Tiny 1.2 profile declaration
  • No text elements: Some providers reject SVGs with text (use paths instead)
  • Clean and simple: Complex SVGs with many gradients or effects may not render well at small sizes

SVG Tiny 1.2 Template

<?xml version="1.0" encoding="UTF-8"?>
<svg xmlns="http://www.w3.org/2000/svg" version="1.2" baseProfile="tiny-ps"
     viewBox="0 0 100 100">
  <title>Example Corp Logo</title>
  <!-- Your logo paths here -->
</svg>

Many logo files need conversion from standard SVG to SVG Tiny 1.2. Tools and online converters exist for this purpose, but manual cleanup is often needed to ensure compliance.

VMC (Verified Mark Certificate)

A VMC is a digital certificate issued by a Certificate Authority (currently DigiCert or Entrust) that verifies you have trademark rights to your logo. It's the BIMI equivalent of an EV SSL certificate.

VMC Requirements

  • Your logo must be a registered trademark (pending applications don't qualify)
  • The trademark must be registered in an eligible jurisdiction (USPTO, EUIPO, CIPO, etc.)
  • The certificate must be issued by an authorized CA
  • Annual cost: approximately $1,000–1,500 per year

Is a VMC Required?

It depends on the mailbox provider:

Provider VMC Required?
Gmail Yes
Apple Mail Yes
Yahoo / AOL No (logo displayed without VMC)
Fastmail No

For maximum reach, a VMC is recommended. But if you primarily communicate with Yahoo/AOL users or use Apple Mail, you can start without one.

Setting Up BIMI Step by Step

Step 1: Achieve DMARC Enforcement

Your domain must have a DMARC record with p=quarantine or p=reject. If you're still at p=none, work through the enforcement process first.

Step 2: Prepare Your Logo

  1. Start with your brand logo in vector format
  2. Convert to SVG Tiny 1.2 format
  3. Ensure it's square (or centered in a square viewBox)
  4. Remove any scripts, external references, or text elements
  5. Test with a BIMI validator tool

Step 3: Host the Logo

Upload the SVG file to a publicly accessible HTTPS URL. The URL should be stable — if it changes, you'll need to update your DNS record.

Requirements:

  • HTTPS with a valid certificate
  • Content-Type: image/svg+xml
  • Publicly accessible (no authentication)

Step 4: Obtain a VMC (Optional but Recommended)

  1. Verify your trademark is registered and active
  2. Apply through DigiCert or Entrust
  3. Complete the verification process (similar to EV SSL)
  4. Host the VMC PEM file at a public HTTPS URL

Step 5: Publish the DNS Record

Host: default._bimi
Type: TXT
Value: v=BIMI1; l=https://example.com/brand/logo.svg; a=https://example.com/brand/vmc.pem

If you don't have a VMC, omit the a= tag or set it to a=self:

v=BIMI1; l=https://example.com/brand/logo.svg; a=self

Step 6: Verify and Monitor

  1. Use a BIMI checker to validate your DNS record, logo format, and VMC
  2. Send test emails to Gmail, Yahoo, and Apple Mail accounts
  3. Check if your logo appears (it may take a few days for providers to start displaying it)
  4. Monitor DMARC reports to ensure your authentication remains strong

Common Issues

Logo Not Appearing in Gmail

Gmail is the strictest provider. Common reasons:

  • VMC is missing or invalid
  • DMARC isn't at full enforcement (pct < 100)
  • Domain reputation is too low
  • SVG doesn't comply with Tiny 1.2 profile
  • Gmail caches aggressively — changes can take days to appear

SVG Validation Failures

The most common SVG issues:

  • Wrong or missing baseProfile="tiny-ps" attribute
  • Contains <text> elements (convert text to paths)
  • External CSS or font references
  • Embedded raster images
  • Non-square viewBox

DMARC Not at Enforcement

BIMI absolutely requires p=quarantine or p=reject. Even one day at p=none can cause providers to stop displaying your logo until enforcement is re-established and verified.

Is BIMI Worth It?

For brands that send significant email volume:

Yes, if:

  • You already have DMARC at enforcement
  • You have a registered trademark
  • Brand recognition in the inbox matters to your business
  • You want to differentiate from competitors

Not yet, if:

  • You're still working toward DMARC enforcement
  • You don't have a registered trademark
  • The ~$1,000/year VMC cost isn't justified for your email volume

BIMI is the visual payoff for years of email authentication work. If you've done the hard work of reaching p=reject, displaying your logo is a natural next step that benefits both your brand and your recipients.