How do I implement BIMI and get my logo to show in Gmail and Yahoo Mail?
Matthew Whittaker
Co-founder & CTO, Suped
Published 14 May 2025
Updated 16 Aug 2025
10 min read
Getting your brand's logo to appear next to your emails in a recipient's inbox can significantly boost brand recognition and trust. This visual cue is made possible through Brand Indicators for Message Identification (BIMI). While it sounds straightforward, implementing BIMI to display your logo in inboxes, particularly in major mailbox providers like Gmail and Yahoo Mail, involves several critical steps and prerequisites.
BIMI acts as an extra layer of visual authentication, assuring recipients that the email truly comes from your brand and is not a phishing attempt. It leverages your existing email authentication protocols to verify your identity and display your logo. This guide will walk you through the essential steps to implement BIMI effectively and troubleshoot common hurdles.
By following the correct procedures, you can significantly enhance your email's visual impact and build greater trust with your audience. Achieving this visibility requires careful attention to detail, from your DMARC policy to the specific requirements for your brand's logo and the necessary certificates.
Let's dive into how to get your logo proudly displayed in inboxes.
The foundational steps for BIMI
Before you can even think about displaying your logo with BIMI, you need to have a robust email authentication foundation in place. Specifically, your domain must have SPF, DKIM, and DMARC properly configured and enforced. BIMI relies heavily on DMARC (Domain-based Message Authentication, Reporting & Conformance) to ensure that only legitimate senders can display their logos.
Your DMARC policy must be set to either p=quarantine or p=reject for BIMI to work. A p=none policy, which is often used for initial DMARC deployment, is not sufficient for BIMI enablement. This strict policy ensures that emails failing DMARC authentication are either quarantined (sent to spam) or rejected entirely, signaling to mailbox providers that your domain is secure and trustworthy.
If you're still on a p=none policy, you'll need to work towards a more restrictive policy. This process typically involves monitoring your DMARC reports to identify legitimate email sources and ensure they are correctly authenticated before moving to quarantine or reject. Achieving a DMARC policy of p=quarantine (or p=reject) is crucial for implementing BIMI.
Ensuring DMARC enforcement
BIMI requires a DMARC policy set to enforcement, meaning either a quarantine or reject policy. This signals to mailbox providers that you have strong control over your email domain and are actively protecting it against spoofing and phishing attempts. This heightened security is why BIMI-supported logos are seen as more trustworthy.
Your brand logo is a key component of BIMI. It needs to meet specific technical and legal requirements to be displayed consistently across supporting mailbox providers. The logo should be in Scalable Vector Graphics (SVG) format, specifically SVG Tiny PS, to ensure it scales well on different devices and resolutions without losing quality. It also needs to be a square aspect ratio.
For your logo to appear in Gmail and increasingly, Apple Mail, your logo must be a registered trademark. This legal requirement adds a layer of verification, ensuring that only the rightful brand can use its logo. This is a significant consideration, as the trademark registration process can take time and involves additional costs. Google Workspace Admin Help provides further details on their specific requirements.
Once your logo is prepared and trademarked, it needs to be hosted on a secure server (HTTPS) that is publicly accessible. This URL will be included in your BIMI DNS record, allowing mailbox providers to retrieve and display your logo. Ensure that the hosting environment does not block automated requests from mailbox providers seeking to fetch your logo.
Requirement
Gmail
Yahoo Mail
Logo format
SVG Tiny PS
SVG Tiny PS
Trademark required
Yes (for VMC)
No
VMC required
Yes
No
Hosting protocol
HTTPS
HTTPS
Obtaining a Verified Mark Certificate (VMC)
A Verified Mark Certificate (VMC) is an X.509 digital certificate that verifies ownership of a trademarked logo. This certificate is essential for your logo to appear in Gmail and other mailbox providers that require an extra layer of validation. While Yahoo Mail does not currently require a VMC, it's a mandatory step for broader adoption.
To obtain a VMC, your logo must be a registered trademark with an intellectual property office recognized by the BIMI Group. After trademarking, you apply for a VMC through a certified Certificate Authority (CA) such as Entrust or DigiCert. The CA will verify your domain ownership and the trademark status of your logo. The BIMI Group explicitly states that they do not certify Mark Verifying Authorities, rather it is up to the individual mailbox provider to determine which MVAs to accept. This means the landscape of accepted VMC issuers can change, so it's important to stay informed through resources like the BIMI Group's VMC Issuers page.
The cost of a VMC can be a barrier for some organizations, often ranging from approximately $1,000 to $1,500 annually, in addition to trademarking fees. Despite the cost, the enhanced brand visibility and trust that a verified logo provides can offer a significant return on investment, especially for brands heavily reliant on email communication.
BIMI benefits
Enhanced Trust: A verified logo builds immediate credibility with recipients and reduces the likelihood of emails being marked as spam or falling into a blacklist (or blocklist).
Brand Recognition: Your logo appears prominently in the inbox, making your emails instantly recognizable.
Increased Open Rates: Visual trust signals can lead to higher engagement.
Phishing Protection: BIMI's reliance on DMARC helps protect your brand from spoofing and impersonation attempts.
BIMI considerations
Cost: Obtaining a trademark and VMC can be expensive, with recurring annual fees for the certificate.
Trademark Requirement: Your logo must be legally trademarked to obtain a VMC for display in Gmail.
Limited CAs: Only a few Certificate Authorities are currently approved to issue VMCs, which can limit options.
Adoption Rates: While growing, not all mailbox providers fully support BIMI or require VMCs.
Publishing your BIMI record
The final technical step is publishing your BIMI record as a TXT record in your domain's DNS. This record tells mailbox providers where to find your logo and, if applicable, your VMC. The record typically starts with default._bimi followed by your domain.
The BIMI DNS record contains several tags: v=BIMI1 (BIMI version), l= (URL to your SVG logo file), and a= (URL to your VMC, if applicable). For Yahoo Mail, you only need the v and l tags, as a VMC is not required for their display. For Gmail, the a tag pointing to your VMC is essential.
Example BIMI DNS TXT recordTXT
default._bimi.yourdomain.com. IN TXT "v=BIMI1; l=https://yourdomain.com/path/to/logo.svg; a=https://yourdomain.com/path/to/vmc.pem;"
After publishing the record, allow sufficient time for DNS propagation (this can take hours). You can use online tools to verify that your BIMI record is correctly published and accessible. Keep in mind that BIMI adoption varies by mailbox provider and not all clients will display the logo, even with perfect implementation. However, following these steps ensures your domain is ready for those that do, like Gmail and Yahoo Mail. If you're encountering issues, refer to our guide on BIMI logo troubleshooting.
Activating Gmail for subdomain logos
A common challenge arises when trying to get your BIMI logo to display for emails sent from subdomains, especially within a Google Workspace setup. While your main domain's logo might show up correctly, an alternate email address using a subdomain (e.g., mail.yourdomain.com) might not automatically pick up the associated profile picture or BIMI logo.
The key to resolving this for Gmail involves a specific step within your Google Workspace admin settings: you need to activate Gmail for that specific subdomain. This is important even if your emails are primarily sent through an external Email Service Provider (ESP).
Once Gmail is activated for the subdomain, it creates the necessary internal linkage within Google's system to correctly associate your brand's profile picture or BIMI logo with emails originating from that subdomain. This step is a frequently overlooked detail that can cause headaches for domain administrators.
Steps to activate Gmail for subdomain logo display
Access Admin Console: Log in to your Google Workspace admin console.
Navigate to Domains: Go to Domains then Manage domains in the left menu.
Activate Gmail: Locate your alternative subdomain (e.g., mail.yourdomain.com) and click Activate Gmail next to it.
Configure mail routing: Since your email is likely flowing through your ESP, select Skip MX record setup and then I USE ANOTHER MAIL SERVER.
Update profile photo: Go to your Google account personal info page and ensure the profile picture is updated for the primary email associated with that subdomain. Gmail should then connect the dots.
Summary of BIMI implementation
Implementing BIMI can be a complex but rewarding process, adding a significant visual trust signal to your email marketing efforts. While the requirements, especially for Gmail with its VMC and trademark demands, can be steep, the benefits in brand recognition and security are clear. Yahoo Mail provides an easier entry point without the VMC requirement, making it a good starting point for many.
Ensuring your DMARC policy is enforced (at quarantine or reject), preparing your logo to the specified SVG format, and correctly publishing your BIMI DNS record are the foundational steps. For comprehensive support and validation of your BIMI setup, refer to resources like our guide on BIMI requirements and implementation steps.
While the process can seem daunting, particularly with the VMC and trademark components, the long-term benefits of enhanced brand visibility and recipient trust make BIMI a worthwhile investment for any serious email sender. It’s a powerful way to stand out in crowded inboxes and reinforce your brand's legitimacy.
Views from the trenches
Best practices
Always ensure your DMARC policy is set to p=quarantine or p=reject before implementing BIMI, as it's a fundamental requirement for most providers.
Obtain a Verified Mark Certificate (VMC) from a trusted Certificate Authority to enable BIMI logo display in Gmail and other supporting clients.
Use a secure HTTPS server to host your SVG logo and VMC file, ensuring they are publicly accessible and not blocked by bot protection.
Trademark your logo well in advance, as this is a prerequisite for obtaining a VMC for Gmail and Apple Mail.
Common pitfalls
Attempting to implement BIMI without an enforced DMARC policy (p=none) will result in your logo not being displayed.
Using an SVG logo that does not meet the strict SVG Tiny PS format requirements, leading to display issues.
Forgetting to acquire a VMC for Gmail display, as a trademarked logo alone is not sufficient.
Hosting your logo or VMC on a server with restrictive access or bot protection that prevents mailbox providers from fetching the files.
Expert tips
The cost of a VMC can be a factor, with annual fees ranging around $999 at providers like Entrust, plus initial trademarking fees.
While Google Account profile pictures can sometimes show a logo, BIMI with a VMC is the official and more robust solution for verified brand logos.
For Yahoo Mail, a VMC is not required, making it a less expensive starting point for BIMI implementation if Yahoo is a primary target.
The BIMI Working Group does not certify Mark Verifying Authorities, rather it is up to each mailbox provider to decide which MVAs to trust and accept VMCs from.
Marketer view
Marketer from Email Geeks says that while the initial thought on BIMI's cost, including the Verified Mark Certificate and trademarking fees, seemed high, further research revealed that annual VMC costs are around $999, which is more manageable than initially estimated.
2022-02-16 - Email Geeks
Expert view
Expert from Email Geeks says that while there have been alternative attempts to display logos in inboxes, BIMI is likely to become the standard for brand logo display over time due to its structured authentication approach.
2022-02-17 - Email Geeks
Ready to display your brand logo?
Implementing BIMI involves careful attention to email authentication, logo specifications, and DNS record configuration. While the requirements for displaying your logo in inboxes like Gmail (with its VMC and trademark demands) are more stringent, Yahoo Mail's support without a VMC provides a more accessible starting point.
Always ensure your DMARC policy is enforced (p=quarantine or p=reject) and that your logo meets the SVG Tiny PS format. For Gmail and other VMC-requiring providers, the process involves obtaining a trademark and a Verified Mark Certificate from an approved Certificate Authority. Remember to host your logo and VMC securely and ensure their URLs are correctly placed in your BIMI DNS TXT record.
While there might be some complexities, such as configuring Gmail for subdomains, the effort is well worth it for the improved brand trust and visibility. By diligently following these steps, you can successfully implement BIMI and proudly display your brand's logo in recipient inboxes, enhancing your email program's overall effectiveness.
Gmail and 
Yahoo Mail, involves several critical steps and prerequisites.
Gmail and increasingly, 
Apple Mail, your logo must be a registered trademark. This legal requirement adds a layer of verification, ensuring that only the rightful brand can use its logo. This is a significant consideration, as the trademark registration process can take time and involves additional costs. Google Workspace Admin Help provides further details on their specific requirements.
Entrust or 
DigiCert. The CA will verify your domain ownership and the trademark status of your logo. The BIMI Group explicitly states that they do not certify Mark Verifying Authorities, rather it is up to the individual mailbox provider to determine which MVAs to accept. This means the landscape of accepted VMC issuers can change, so it's important to stay informed through resources like the BIMI Group's VMC Issuers page.
Yahoo Mail, you only need the v and l tags, as a VMC is not required for their display. For Gmail, the a tag pointing to your VMC is essential.
Google Workspace setup. While your main domain's logo might show up correctly, an alternate email address using a subdomain (e.g., mail.yourdomain.com) might not automatically pick up the associated profile picture or BIMI logo.
Google Workspace admin console.
