What is the 'uri=' parameter in a BIMI record?

When setting up Brand Indicators for Message Identification (BIMI), you'll create a special DNS TXT record. A common point of confusion is the exact syntax for pointing to your logo file. While your BIMI record does point to a URI (Uniform Resource Identifier), the tag you use is not uri=. The correct parameter specified in the BIMI standard is actually l=.

This l= tag stands for "location" and it's the critical part of your record that tells mailbox providers where to find your brand's logo. Without a correctly formatted l= tag pointing to a valid logo file, BIMI will not work. BIMI itself is a fantastic standard that works on top of DMARC to allow you to display a verified logo next to your authenticated messages in the inbox, increasing brand recognition and trust.

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A BIMI record is a TXT record that lives in your DNS. It has a very simple structure with two main components. As the BIMI Group explains, the record itself is quite straightforward.

BIMI Group says:

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A BIMI record has three attributes: v = bimi1 – the record declaration indicating that this is a BIMI record; l = URL – the hosting location of the SVG image.

The first part is v=bimi1, which simply declares that this is a BIMI version 1 record. The second, and most important, part is the l= tag. This tag must contain a secure HTTPS URL that points directly to your logo file. For example, a complete record might look like this: v=bimi1; l=https://media.example.com/bimi-logo.svg;.

It's not enough to just point to any image. The BIMI standard has very strict requirements for both the URL and the file it links to. As one article on Medium points out, the record must contain a URI to a specific type of file.

Medium says:

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The BIMI DNS Record must contain a URI to an SVG file, and a URI to a VM Certificate file that is compatiable with the SVG and the domain name.

The key requirements are:

• File Format: The logo must be in the SVG (Scalable Vector Graphics) format. Other formats like PNG or JPG are not supported.
• SVG Profile: The SVG must conform to a specific profile, SVG Tiny 1.2. This is a restricted version of SVG designed for mobile applications.
• Hosting: The URL in the l= tag must use HTTPS. Unsecured HTTP links will not be accepted by mailbox providers.
• Content: The SVG file cannot contain any scripts, external links, or animations.

In summary, while you might think of the parameter as a "URI", the correct tag to use in your DNS record is l=. Getting this tag and the file it points to right is the key to successfully implementing BIMI and getting your logo to appear in customer inboxes.