Brand Indicators for Message Identification (BIMI) is an email specification that allows organizations to display their brand's logo next to authenticated email messages in recipient inboxes. For brands, this means a significant boost in visual recognition and trust, as recipients see a familiar logo even before opening an email. Think of it as a verified badge for your email sender identity.
When BIMI is correctly implemented, your logo serves as a visual trust indicator, helping your emails stand out in crowded inboxes. This visual cue can increase open rates and foster greater confidence in your brand. It's an important step in enhancing your overall email deliverability strategy.
The display of a BIMI logo isn't uniform across all email clients or devices, but the core principle remains consistent. It typically appears in prominent locations where recipients first encounter your message. Understanding these locations is crucial for maximizing the impact of your BIMI implementation.
Where the BIMI logo appears
BIMI logos are designed to appear in two primary locations within supporting email clients: the inbox list view and the open message view. These placements are strategic, aiming to provide immediate brand recognition and reassurance to the recipient.
In the inbox list view, the BIMI logo typically appears directly next to the sender's name and email address. This is the first thing recipients see when they scan their inbox, allowing your brand to quickly capture attention and convey authenticity. This position is particularly impactful on mobile devices, where screen real estate is limited and visual cues are paramount.
When a recipient opens your email, the BIMI logo often reappears in the message header, typically near the 'From' field. This reinforces the brand's presence and ensures that even within the full message view, the sender's identity is clearly and visually authenticated. This consistent display across different views reinforces brand recall and trust.
The exact size and shape of the logo may vary slightly depending on the email client and device, but the goal is always to provide a clear and identifiable brand mark.
BIMI support across email clients
While the aim of BIMI is universal logo display, support varies among email clients. The leading providers have embraced BIMI, but others are still catching up or have alternative mechanisms for displaying sender logos. This landscape is constantly evolving, so staying updated on which email clients support BIMI is essential.
Prominent email providers like Gmail and Yahoo Mail have been key advocates and early adopters of BIMI. Your logo should typically appear in both their webmail interfaces and their respective mobile applications (iOS and Android). This broad support covers a significant portion of email users. You can find more details on where BIMI logos are displayed.
Other clients, like Apple Mail, have their own systems for displaying sender images, which may or may not align with BIMI. Microsoft Outlook also has specific requirements. Understanding these differences is key to managing expectations for logo display. Refer to our guide on which email clients support BIMI.
To give you a clearer picture, here's a table summarizing current BIMI support status:
Email Client
BIMI Support Status
Typical Logo Placement
Gmail
Full support with VMC
Inbox list view, open message view
Yahoo Mail
Full support (often without VMC, though recommended)
Inbox list view, open message view
AOL Mail
Full support
Inbox list view, open message view
Mail.ru
Full support
Inbox list view
Fastmail
Full support
Inbox list view
Apple Mail
Limited/No direct BIMI support
Uses Gravatar or contact photos
Microsoft Outlook
Limited/No direct BIMI support
Uses Microsoft 365 profile pictures
Prerequisites for BIMI logo display
Successfully displaying your BIMI logo isn't just about setting up a DNS record. There are several critical requirements that must be met, primarily related to email authentication. A robust authentication setup ensures that email clients can trust your sending domain and, consequently, display your verified logo.
The foundation for BIMI is strong email authentication, specifically DMARC with an enforcement policy. This means your domain must have properly configured SPF and DKIM records, and your DMARC policy must be set to either p=quarantine or p=reject. This strict policy signals to receiving servers that you are serious about preventing email spoofing and phishing, building the necessary trust for your logo to be displayed.
For most major providers like Gmail, a Verified Mark Certificate (VMC) is also a mandatory requirement. A VMC is a digital certificate that verifies your brand's logo is indeed owned by your organization. It adds an extra layer of security and trust, ensuring that only legitimate brands can display their official logos. Our detailed guide explains the benefits and requirements of BIMI.
Key BIMI requirements
DMARC enforcement policy: Your domain must have a DMARC record with a policy set to p=quarantine or p=reject. Learn how to safely transition your DMARC policy.
SVG logo format: Your logo must be in SVG Tiny 1.2 format and hosted on a secure server (HTTPS).
Verified Mark Certificate (VMC): For most major email clients, a VMC from an accredited certificate authority is required. This proves ownership of the logo.
BIMI DNS record: A specific DNS TXT record must be published to link your domain to your SVG logo and VMC. Here's an example of what a BIMI record looks like:
Example BIMI DNS record
default._bimi.yourdomain.com IN TXT "v=BIMI1; l=https://yourdomain.com/path/to/logo.svg; a=https://yourdomain.com/path/to/vmc.pem;"
Troubleshooting BIMI logo display
Even with proper setup, you might encounter situations where your BIMI logo doesn't appear as expected. Many factors can influence this, from technical misconfigurations to the varying implementation nuances of different email clients. Troubleshooting requires a systematic approach.
One common issue is the delay in propagation. After publishing your BIMI DNS record, it can take some time for DNS changes to update globally and for email clients to cache the new information. This might lead to your logo not showing up immediately, especially in clients like Yahoo Mail, where caching can be particularly long. Our article on how long BIMI visibility takes provides more insights.
Another frequent culprit is an incorrectly formatted SVG logo or an invalid VMC. Email clients are very strict about the SVG Tiny 1.2 format and the VMC chain. Any deviation can prevent the logo from rendering. Similarly, a DMARC policy that is not at p=quarantine or p=reject will also hinder logo display. We have a dedicated guide to troubleshoot BIMI logo not showing in Gmail and other clients.
Finally, ensure your domain's sending reputation is strong. While not explicitly a BIMI requirement, mailbox providers (like Google) may choose not to display BIMI logos for domains with poor sending history or low engagement. Regular monitoring of your domain reputation through tools like Google Postmaster Tools is always a good practice.
Views from the trenches
Best practices
Ensure your DMARC policy is at enforcement (p=quarantine or p=reject) and correctly configured.
Always validate your SVG logo file against the BIMI specifications before uploading to ensure proper formatting.
Obtain a Verified Mark Certificate (VMC) from an accredited Certificate Authority for broader support, especially with Gmail.
Regularly monitor your domain's email deliverability and sender reputation, as a strong reputation can positively influence BIMI display.
Common pitfalls
Forgetting to update the BIMI DNS TXT record after changing your logo or VMC will prevent the logo from displaying.
Using an SVG file that is not SVG Tiny 1.2 format will cause the logo to fail validation and not show up.
Expecting immediate logo display after implementation. It takes time for DNS propagation and email client caching.
Assuming all email clients support BIMI. Verify support for your target audience's preferred clients.
Expert tips
Consider a phased rollout for DMARC enforcement to ensure stability before implementing BIMI.
Use a BIMI checker tool to validate your BIMI record, SVG, and VMC before going live.
Keep your BIMI record and associated assets (SVG, VMC) on a highly available, secure server.
For Yahoo Mail, sometimes you need to contact them directly if the logo doesn't appear after a week.
Marketer view
Marketer from Email Geeks says the BIMI logo is indeed displayed in the Yahoo app on iOS.
2022-02-23 - Email Geeks
Marketer view
Marketer from Email Geeks says the Gmail app on iOS shows the BIMI logo.
2022-02-23 - Email Geeks
The future of BIMI logo visibility
BIMI is a powerful tool for enhancing brand visibility and trust in the email ecosystem. By ensuring your logo appears consistently in supporting email clients, you reinforce your brand's legitimacy and improve recipient engagement. While implementation requires careful attention to detail, the benefits of increased recognition and reduced phishing risks are substantial.
As more email clients adopt BIMI, its importance will only continue to grow. Investing in proper BIMI setup and maintenance is a strategic move for any organization looking to strengthen its email marketing and communication efforts. Remember to continuously monitor your setup and adapt to changes in email client support and requirements to ensure optimal logo display.
Gmail and 
Yahoo Mail have been key advocates and early adopters of BIMI. Your logo should typically appear in both their webmail interfaces and their respective mobile applications (iOS and Android). This broad support covers a significant portion of email users. You can find more details on where BIMI logos are displayed.
Apple Mail, have their own systems for displaying sender images, which may or may not align with BIMI. 
Microsoft Outlook also has specific requirements. Understanding these differences is key to managing expectations for logo display. Refer to our guide on which email clients support BIMI.
AOL Mail
Mail.ru
Fastmail
Microsoft Outlook
Gmail, a Verified Mark Certificate (VMC) is also a mandatory requirement. A VMC is a digital certificate that verifies your brand's logo is indeed owned by your organization. It adds an extra layer of security and trust, ensuring that only legitimate brands can display their official logos. Our detailed guide explains the benefits and requirements of BIMI.
