When delving into email deliverability and brand security, I often hear questions about Brand Indicators for Message Identification (BIMI). It's a standard that allows companies to display their official, verified brand logo next to their sender information in a recipient's inbox. This visual cue helps recipients immediately recognize trusted senders, reducing phishing attempts and boosting user confidence.
The core idea behind BIMI is to provide visual validation that an email truly originates from the claimed brand, but it relies heavily on established email authentication protocols like DMARC. For a logo to appear, your domain must have a DMARC policy set to enforcement (quarantine or reject), ensuring that your emails are properly authenticated. This foundation is critical, as BIMI builds directly on the trust established by these underlying security measures.
Many brands are starting to adopt BIMI, recognizing its potential to enhance brand recognition and email engagement. Seeing a familiar logo in the inbox can significantly increase open rates and foster a sense of trust with the recipient. This visual assurance is especially valuable in today's email landscape, where cyber threats are constantly evolving.
So, which domains are leading the charge in publishing BIMI records? Identifying these early adopters can offer valuable insights into how the standard is being implemented across various industries. It also provides practical examples for those considering their own BIMI deployment.
Understanding BIMI records
A BIMI record itself is a DNS TXT record that you publish for your domain. This record tells participating email clients where to find your brand's SVG logo file and, if applicable, your Verified Mark Certificate (VMC). The VMC is a digital certificate that verifies your ownership of the logo and trademark, adding an extra layer of authentication.
For BIMI to function, your domain must pass DMARC authentication with a policy of p=quarantine or p=reject. This ensures that only authenticated emails are considered for logo display, preventing unauthorized use of your brand's image. I've explained the setup process in more detail regarding BIMI requirements and implementation steps.
The BIMI record structure is relatively straightforward but must be precise. It typically includes the BIMI version, the URL to your SVG logo, and the URL to your VMC. Correctly configuring this DNS record is a crucial step in enabling your brand's logo to appear in supporting inboxes.
While BIMI is gaining traction, it's still relatively new compared to older email authentication standards. As of recent data, a notable number of domains have begun publishing BIMI records, showing a steady increase in adoption. For instance, a report from Acoustic's blog indicated a significant jump in domains publishing BIMI records between June 2023 and June 2024.
Early adopters tend to be large enterprises and brands with strong interests in cybersecurity and brand protection. These organizations are often keen to leverage any technology that can help build trust with their customers and reduce the risk of email-based fraud. I've compiled statistics on BIMI adoption by email senders in a separate resource, which you might find helpful.
It's important to remember that BIMI adoption also depends on email client support. While major players like Gmail and Yahoo Mail have embraced it, not all clients display BIMI logos. You can find a more comprehensive list of which email clients support BIMI in our guides.
Domain
Industry
Notes
cliffordchance.com
Legal Services
Global law firm, likely focused on brand trust.
tsia.com
Technology Services
Technology and Services Industry Association, indicating tech adoption.
veritas.com
Data Management
Known for enterprise data management, security-conscious.
icertis.com
Contract Lifecycle Management
SaaS company, emphasizing digital trust.
mountain.com
Outdoor Recreation
Unexpected adoption in a less tech-focused industry.
libertylondon.com
Retail
Luxury brand leveraging BIMI for authenticity.
redsift.io
Email Security
Provider in email security, expected to implement.
castlelake.com
Investment Management
Financial services, high importance on trust.
Identifying domains with BIMI
Identifying which domains have BIMI records published can be done through various methods, primarily by performing DNS lookups for the default._bimi subdomain. Specialized tools and websites exist that automate this process, allowing you to check a domain's BIMI status quickly. These tools are invaluable for verifying your own setup or for researching how other organizations are implementing BIMI.
Some services actively scan the internet for BIMI records and compile lists of domains that have them. For example, BIMIRadar.com tracks millions of sending domains to identify those that are BIMI-ready. These public resources can be a good starting point if you're looking for real-world examples or simply curious about the spread of BIMI.
Understanding how other companies implement their BIMI DNS records, including their SVG logo and VMC setup, can provide valuable insights. It helps you assess common configurations, potential pitfalls, and best practices. This knowledge is particularly useful when you're preparing to validate your BIMI SVG and certificate.
Checking for BIMI records
DNS lookup tools: Use any public DNS lookup tool to query for a TXT record at default._bimi.yourdomain.com.
The implementation of BIMI is a clear signal of a brand's commitment to email security and authenticity. By displaying their logo, these domains are actively working to build trust with their recipients, which can lead to better engagement and deliverability. It shows they've invested in foundational email authentication like DMARC, SPF, and DKIM.
From a deliverability standpoint, a domain with a properly configured BIMI record, particularly one with a VMC, is seen as more legitimate by mailbox providers. While BIMI doesn't directly affect inbox placement in the same way DMARC does, it contributes to overall sender reputation and brand recognition, which indirectly supports positive deliverability outcomes. It's about presenting a trustworthy image to both recipients and mailbox providers.
Ultimately, the increasing number of domains publishing BIMI records highlights a growing industry trend towards stronger email authentication and brand protection. It's a testament to the fact that brands are increasingly recognizing the business value and ROI of implementing BIMI for their email programs.
Challenges in BIMI discovery
Limited adoption: Still a relatively small percentage of domains globally have BIMI, making broad discovery challenging.
Dynamic DNS: DNS records can change, requiring continuous monitoring for accurate data.
VMC requirement: Not all BIMI implementations include a VMC, which can affect logo display on some email clients.
Benefits of discovering BIMI records
Benchmarking: Learn from successful implementations and see how others configure their records.
Troubleshooting: Identify common errors or patterns that might affect your own setup.
Market intelligence: Understand industry adoption rates and who's investing in brand identity.
Views from the trenches
Best practices
Ensure your DMARC policy is at enforcement (p=quarantine or p=reject) before publishing BIMI.
Use a valid SVG Tiny 1.2 format for your logo, hosted on a secure HTTPS server.
Obtain a Verified Mark Certificate (VMC) from a trusted certificate authority for broader support.
Regularly check your BIMI record's validity to ensure it remains correctly configured.
Keep your logo and VMC URLs stable and accessible to avoid display issues.
Common pitfalls
Publishing BIMI without a DMARC policy in enforcement will prevent logo display.
Using an SVG format that isn't SVG Tiny 1.2 can cause display failures in email clients.
Hosting your logo on an insecure HTTP server will result in BIMI not displaying.
Not renewing your VMC leads to your BIMI logo disappearing from inboxes.
Incorrect DNS record syntax or placement can render the BIMI record undetectable.
Expert tips
Consider implementing BIMI on subdomains if you have distinct brands or departments.
Monitor your DMARC reports for any issues that could impact your BIMI display.
Test your BIMI implementation across various email clients to ensure consistent rendering.
If you have multiple brands, plan your BIMI strategy carefully for each domain and subdomain.
Engage with the BIMI Group resources for the latest specifications and best practices.
Expert view
Expert from Email Geeks says they can share a few domains that are currently publishing BIMI records.
2022-04-22 - Email Geeks
Expert view
Expert from Email Geeks points to BIMIRadar.com as a great resource for identifying domains with BIMI.
2022-04-22 - Email Geeks
Boosting brand visibility
Identifying domains that publish BIMI records offers valuable insights into the adoption and practical implementation of this vital email authentication standard. It underscores a growing trend where brands prioritize visual identity and trust in the inbox.
As email security continues to evolve, BIMI will likely become an even more prevalent standard, making it easier for recipients to identify legitimate senders at a glance. For any brand, taking the steps to implement BIMI is a forward-thinking move that strengthens brand integrity and enhances the overall email experience.
Gmail and 
Yahoo Mail have embraced it, not all clients display BIMI logos. You can find a more comprehensive list of which email clients support BIMI in our guides.
cliffordchance.com
tsia.com
veritas.com
icertis.com
mountain.com
libertylondon.com
redsift.io
castlelake.com
