BIMI (Brand Indicators for Message Identification) is an emerging email specification that enables organizations to display their brand logo alongside authenticated emails in supported email clients. This visual indicator helps recipients quickly identify legitimate emails from trusted senders while providing brands with increased visibility and trust signals.
How BIMI Works
Technical Requirements
To implement BIMI, organizations must:
- Implement email authentication: Have DMARC (Domain-based Message Authentication, Reporting & Conformance) properly configured with a policy of quarantine or reject
- Create a BIMI record: Publish a DNS TXT record pointing to the brand’s logo
- Prepare the logo: Format the logo as a square SVG file meeting BIMI specifications
- Obtain a VMC (optional): A Verified Mark Certificate from a certification authority for enhanced trust
Display Process
When an email is received:
- The receiving mail server checks DMARC authentication
- If authentication passes, it looks up the BIMI DNS record
- The logo URL is retrieved and validated
- The logo displays next to the sender’s name in the inbox
Benefits of BIMI
For Brands
- Increased visibility: Logo appears prominently in the inbox
- Brand recognition: Consistent visual identity across email clients
- Trust signal: Authenticated emails stand out from potential threats
- Higher engagement: Studies show improved open rates with BIMI logos
For Recipients
- Easy identification: Quickly recognize legitimate senders
- Reduced phishing risk: Visual cue for authenticated emails
- Better inbox experience: More visual and informative
BIMI Requirements
Logo Specifications
- SVG Tiny Portable/Secure format
- Square aspect ratio
- Centered design that works at small sizes
- No text or complex elements
Authentication Prerequisites
- SPF (Sender Policy Framework) configured
- DKIM (DomainKeys Identified Mail) signing
- DMARC policy set to “quarantine” or “reject”
- Strong DMARC compliance (ideally 100%)
Email Client Support
BIMI is currently supported by:
- Gmail (requires VMC)
- Yahoo Mail
- Apple Mail (iOS 16+, macOS Ventura+)
- Fastmail
- Various other providers
BIMI represents the future of email branding, combining authentication standards with visual brand representation to build trust and improve the email experience for everyone.