Summary
To prevent Brand Indicators for Message Identification (BIMI) and Apple Branded Mail logos from appearing on specific subdomains without compromising email deliverability, the most straightforward and universally recommended approach is simply to refrain from publishing a _bimi DNS TXT record for those particular subdomains. This strategy works because BIMI is an optional visual enhancement, not a fundamental component of email authentication or delivery. Your email deliverability remains robustly supported by the proper configuration and enforcement of core protocols such as SPF, DKIM, and DMARC.
Key findings
- BIMI is Optional: BIMI is an entirely optional visual branding standard, designed to display a verified logo in recipients' inboxes. It is not a core requirement for email delivery.
- Omit BIMI Record: The definitive method to prevent BIMI and Apple Branded Mail logos from displaying on a subdomain is to simply not publish, or to delete, the _bimi DNS TXT record for that specific subdomain.
- No Deliverability Impact: Refraining from publishing a BIMI record for a subdomain has no negative impact on email deliverability, as BIMI operates independently of the mechanisms that determine inbox placement.
- Core Protocols Govern Deliverability: Email deliverability is primarily governed by the correct setup and enforcement of foundational authentication protocols, specifically SPF, DKIM, and DMARC, which ensure email legitimacy and trust.
Key considerations
- DMARC Policy Requirement: For BIMI and Apple Branded Mail logos to display, a DMARC policy of 'quarantine' (p=quarantine) or 'reject' (p=reject) must be in place for the sending domain or subdomain. A 'none' policy or absence of a DMARC record will prevent logo display, even if a BIMI record exists.
- Granular Subdomain Control: BIMI records are published on a per-domain or per-subdomain basis, offering precise control over which sending identities display a logo and which do not.
- Blank BIMI Record Option: While not publishing the record is preferred, some sources suggest that a blank BIMI record (e.g., v=BIMI1; a=; l=;) is a valid way to 'decline to publish' a logo, without affecting deliverability.
What email marketers say
9 marketer opinions
Controlling the display of BIMI and Apple Branded Mail logos on subdomains is straightforward, primarily by managing their corresponding DNS records. To prevent these visual indicators from appearing, the consensus among email experts is to simply refrain from publishing the '_bimi DNS TXT record for those specific subdomains. This approach is widely endorsed because BIMI serves as an optional visual enhancement, separate from the core mechanisms that govern email deliverability. The absence of a BIMI record on a subdomain will not compromise email deliverability, which fundamentally relies on the robust implementation of SPF, DKIM, and DMARC protocols to authenticate emails and ensure their legitimacy.
Key opinions
- BIMI Is Visual, Not Core: BIMI is primarily a visual branding layer and an optional email enhancement, not a fundamental requirement for successful email delivery or authentication.
- Absence Prevents Display: The most effective way to prevent BIMI and Apple Branded Mail logos from appearing on a specific subdomain is to simply not publish the corresponding '_bimi DNS TXT record for that subdomain.
- No Deliverability Harm: Omitting or removing a BIMI record for a subdomain has no adverse effect on email deliverability, as BIMI operates independently of core email authentication protocols.
- Deliverability Relies on Core Protocols: Email deliverability and inbox placement are determined by the proper configuration and enforcement of foundational email authentication standards: SPF, DKIM, and DMARC.
Key considerations
- Blank BIMI Record: A blank BIMI record, formatted as 'v=BIMI1; a=; l=;', is considered a valid 'declination to publish' a logo and will not negatively impact email deliverability.
- Apple Branded Mail Control: For Apple Branded Mail, some documentation suggests that logos may not display on subdomains unless specifically configured or registered, implying an opt-in mechanism.
Marketer view
Marketer from Email Geeks explains that a blank BIMI record (v=BIMI1; a=; l=;) is a perfectly valid 'declination to publish' and should not have an impact on email deliverability.
28 Apr 2022 - Email Geeks
Marketer view
Marketer from Email Geeks confirms that an empty l= in a BIMI record is a valid declination to publish and should be fine.
27 Feb 2024 - Email Geeks
What the experts say
2 expert opinions
Preventing the display of BIMI and Apple Branded Mail logos on specific subdomains without affecting email deliverability hinges on understanding their fundamental requirements. These logos only appear when two conditions are met: the presence of a BIMI TXT record for the domain or subdomain, and a DMARC policy for that entity set to 'p=quarantine' or 'p=reject'. Therefore, to suppress logo display, simply avoid publishing the BIMI TXT record for the desired subdomains. Alternatively, ensuring the subdomain's DMARC policy is set to 'p=none', or not having a DMARC record for it at all, will also effectively block the logos. Crucially, these actions do not negatively impact email deliverability, which is separately managed by robust SPF, DKIM, and DMARC authentication protocols.
Key opinions
- BIMI Prerequisites: BIMI and Apple Branded Mail logos require both a published BIMI TXT record and a DMARC policy of 'p=quarantine' or 'p=reject' to display.
- Simple Prevention: The most direct way to prevent these logos on subdomains is to simply not publish the BIMI TXT record for those specific subdomains.
- DMARC Policy Influence: A DMARC policy set to 'p=none' or the absence of a DMARC record for a subdomain will prevent logo display, even if a BIMI record were present.
- Deliverability Remains Untouched: Not publishing BIMI records or using a less strict DMARC policy for branding purposes does not affect the deliverability of emails, which relies on other authentication standards.
Key considerations
- Granular Control: Organizations have granular control over BIMI display, as records are published on a per-domain or per-subdomain basis, allowing selective branding.
- Authentication vs. Branding: It is vital to distinguish between email authentication protocols (SPF, DKIM, DMARC), which are critical for deliverability, and BIMI, which is solely for visual branding.
- No DMARC Required for Deliverability: While DMARC policies are crucial for BIMI, having a 'p=none' DMARC policy or no DMARC record at all for a subdomain does not inherently harm deliverability, though stricter policies are recommended for anti-phishing.
Expert view
Expert from Spam Resource explains that BIMI, which includes Apple Branded Mail logos, requires two main components to display: an active DMARC policy set to 'p=quarantine' or 'p=reject', and a specific BIMI TXT record published for the domain or subdomain. To prevent these logos from displaying on subdomains without affecting deliverability, simply avoid publishing the BIMI TXT record for those specific subdomains. Additionally, ensuring the subdomain's DMARC policy is set to 'p=none' or not having a DMARC record at all will also prevent the logo from appearing, as BIMI only functions with stricter DMARC enforcement policies. Not publishing these branding records does not negatively impact email deliverability, which primarily relies on authentication protocols like SPF, DKIM, and DMARC enforcement.
22 Sep 2024 - Spam Resource
Expert view
Expert from Word to the Wise shares that Apple Branded Mail logos leverage the BIMI DNS record, meaning a BIMI record is essential for the logo to appear. Furthermore, a prerequisite for BIMI functionality is having a DMARC policy set to either 'p=quarantine' or 'p=reject' for the domain in question. To prevent BIMI and Apple Branded Mail logos from displaying on specific subdomains without impacting deliverability, one should simply refrain from publishing the BIMI DNS TXT record for those subdomains. If a subdomain does not have the necessary BIMI record or a DMARC policy enforcing quarantine or reject, the logo will not display, and this absence of branding records does not interfere with the deliverability of emails, which relies on proper authentication and reputation.
13 Dec 2021 - Word to the Wise
What the documentation says
6 technical articles
To prevent Brand Indicators for Message Identification (BIMI) and Apple Branded Mail logos from displaying on particular subdomains without impacting email deliverability, the consistent recommendation is to simply avoid publishing the `_bimi` DNS TXT record for those specific subdomains. This strategy is highly effective because BIMI is an optional branding layer that builds upon, but does not dictate, email authentication. By managing the presence of this record, you control logo visibility while ensuring that your email deliverability remains robustly supported by the underlying, properly configured SPF, DKIM, and DMARC protocols.
Key findings
- BIMI Is Opt-In: BIMI is an entirely optional and opt-in standard designed solely for displaying a verified brand logo in supporting inboxes, and is not a prerequisite for email delivery.
- Omit BIMI Record for Prevention: The most effective and direct method to prevent BIMI and Apple Branded Mail logos from appearing on a specific subdomain is to simply not publish or delete the _bimi DNS TXT record for that subdomain.
- No Deliverability Harm: Choosing not to publish a BIMI record for a subdomain has no negative effect on email deliverability, as BIMI operates independently of the core mechanisms that determine inbox placement.
- Core Protocols Drive Deliverability: Email deliverability is fundamentally driven by the correct configuration and enforcement of core email authentication protocols, namely SPF, DKIM, and DMARC, which ensure email legitimacy and trust.
- Apple Mail Links to BIMI/DMARC: Apple Branded Mail's logo display is intrinsically linked to the presence of a strong DMARC policy and, implicitly, the BIMI record, making the absence of the BIMI record the primary control point.
Key considerations
- DMARC Policy Prerequisite: For both BIMI and Apple Branded Mail logos to display, a strong DMARC policy, specifically 'p=quarantine' or 'p=reject', must be active for the sending domain or subdomain. A 'p=none' policy will prevent logo display, even if a BIMI record is present.
- Granular Subdomain Management: Organizations can control BIMI logo display with precision, as _bimi DNS TXT records are published specifically for each domain or subdomain, allowing selective branding.
- Authentication vs. Branding: It is essential to differentiate between the email authentication protocols, SPF, DKIM, and DMARC, which are vital for deliverability, and BIMI, which serves purely as an optional visual branding enhancement.
Technical article
Documentation from BIMI Group explains that to prevent a BIMI logo from displaying on a subdomain, you should simply not publish a _bimi DNS TXT record for that specific subdomain. BIMI is an optional enhancement that requires both a valid BIMI record and a DMARC policy set to 'quarantine' or 'reject' for the logo to appear. By omitting the BIMI record, you ensure no logo is displayed without affecting the underlying email deliverability, which relies on DMARC, SPF, and DKIM.
19 Nov 2021 - BIMI Group
Technical article
Documentation from DMARC.org clarifies that Apple Branded Mail's logo display is intrinsically linked to a strong DMARC policy (p=quarantine or p=reject). To prevent any brand logo, including BIMI and Apple Branded Mail, from appearing on subdomains, the primary method is to simply not publish the specific _bimi DNS TXT record for those subdomains. This action does not negatively impact email deliverability, as deliverability is governed by the proper configuration and enforcement of DMARC itself, not the optional BIMI branding.
19 May 2025 - DMARC.org
Does BIMI trickle down to subdomains and how to control subdomain BIMI display?
How do I implement BIMI for multiple brands with subdomains?
How to apply BIMI to a specific subdomain instead of the entire domain?
How to implement BIMI on a subdomain without affecting the main domain or transactional emails?
How to set up BIMI records for multiple subdomains while excluding the parent domain?
Why is BIMI not showing on marketing subdomain?
