What are best practices for BIMI logo usage, especially regarding multiple logos and selector support?
Matthew Whittaker
Co-founder & CTO, Suped
Published 7 Jul 2025
Updated 16 Aug 2025
8 min read
Brand Indicators for Message Identification (BIMI) is a powerful email standard that allows your brand's logo to appear next to your authenticated emails in supported inboxes. This visual cue significantly boosts brand recognition and trust for recipients. For many organizations, the primary goal of BIMI is straightforward: display a single, consistent logo across all their outgoing emails to strengthen brand identity.
However, the landscape of email communication is complex. Many organizations operate multiple sub-brands, engage in diverse marketing campaigns, or cater to different audiences, each potentially benefiting from a distinct visual identity. This naturally raises questions about how to manage multiple logos within the BIMI framework and whether the specification supports such flexibility.
While BIMI is designed to be extensible, its current adoption and practical usage lean heavily towards a single, authoritative brand logo for a given domain. Exploring the nuances of multiple logos and selector support is crucial for organizations aiming to maximize their brand presence in the inbox without encountering unforeseen challenges.
BIMI leverages DNS records to link a sending domain to its associated logo. To facilitate the use of different logos under a single domain or for specific sub-brands, BIMI introduces the concept of selectors. A selector allows you to publish multiple BIMI records, each pointing to a different logo, typically identified by a unique name within the DNS record itself. For example, while the default selector (e.g., default._bimi.yourdomain.com) is most common, you could theoretically have marketing._bimi.yourdomain.com or support._bimi.yourdomain.com, each pointing to a different logo.
While the BIMI specification supports this, the real-world application is less widespread than you might imagine. As of now, only a few email providers actively look beyond the default selector. For example, the BIMI Group states that currently BIMI supports one logo for multiple domains and subdomains. This means that while the technical capability exists to define different logos using selectors, most email clients will primarily, if not exclusively, check the primary BIMI record, usually associated with the default selector, if any.
This limited support from email service providers (ESPs) and mailbox providers (MBPs) means that while you can configure multiple selector records, the actual display of different logos might not be consistent across all recipient inboxes. It's an important consideration when planning your BIMI strategy, especially if your goal is ubiquitous logo display for various brand elements.
When to use multiple BIMI logos
Despite the current limitations in widespread selector support, there are valid scenarios where implementing multiple logos via BIMI selectors (or by using subdomains with separate BIMI records) makes strategic sense. The most common use case is for organizations with distinct sub-brands or product lines that operate under a single parent domain. For example, a media company might use its main domain for corporate communications but send emails from specific subdomains for its news, sports, or entertainment divisions, each with its own logo. Learn more about how to implement BIMI for multiple brands with subdomains.
Another scenario involves A/B testing different logo variations to gauge recipient engagement. While this is less common given the current state of selector support, it's a potential future application. A/B testing could involve testing different color schemes, logo orientations, or even simplified versions of a logo to see which resonates best with your audience and potentially leads to higher open rates. The BIMI Group highlights selector use cases that include A/B testing.
However, for most single-brand organizations, sticking to one primary BIMI logo, configured under the default selector, is the most practical and effective approach. This ensures consistency and simplifies management, avoiding potential confusion or display issues that might arise from multiple, less supported records. It also aligns with the core purpose of BIMI, which is to provide a unified brand visual for authenticated emails.
Single logo approach
Simplicity: Easier to set up and manage a single DNS record.
Consistency: Ensures uniform brand representation across all emails.
Wider support: More likely to display in all supporting mailboxes, as most prioritize the default record.
Multiple logo approach (using selectors)
Flexibility: Ideal for organizations with distinct sub-brands or marketing campaigns under one domain.
Targeted branding: Allows for specific logos to appear based on email content or sender subdomain.
Future-proofing: Prepares for broader adoption of BIMI selector support by email providers.
Technical considerations for BIMI logos
Regardless of whether you use one logo or multiple via selectors, adhering to BIMI's technical requirements for your logo is paramount. The logo file must be in Scalable Vector Graphics Tiny 1.2 Portable/Secure (SVG Tiny PS) format. This specific SVG profile ensures the logo is lightweight, secure, and renders consistently across various email clients and devices. Failing to meet this requirement is a common reason why a BIMI logo may not display.
Additionally, for your logo to display in the most prominent inboxes, it must be validated with a Verified Mark Certificate (VMC). A VMC is a digital certificate that verifies the authenticity of your logo and confirms that your organization has the right to use it. This adds an extra layer of trust and is required by major mailbox providers like Gmail and Yahoo Mail. Obtaining a VMC also generally requires that your logo be a registered trademark.
Finally, the BIMI DNS record itself must be correctly formatted as a TXT record. This record specifies the version of BIMI being used, the URL where your SVG logo is hosted, and the URL for your VMC. Correct configuration is crucial, as any errors can prevent your logo from appearing. For a detailed guide on setup, see BIMI requirements and implementation steps.
I often advise clients to start with a single, well-defined BIMI logo and get that working flawlessly before considering multiple selectors. The complexities involved in securing VMCs for multiple logos and ensuring consistent display across different mail clients can be substantial. Focusing on one primary logo first simplifies the process and allows for a smoother rollout.
When creating your SVG logo, ensure it follows the official BIMI guidance regarding dimensions, aspect ratio (typically square), and secure attributes. Improperly formatted SVGs, even if linked correctly in DNS, will not display. Tools are available to validate your SVG file and ensure it meets the strict requirements. For more details on this, explore the requirements for BIMI SVG files.
Summary of best practices
Ultimately, the best practice for BIMI logo usage hinges on a balance between branding needs and practical implementation. For most organizations, prioritizing a single, strong, and consistently displayed logo is the most effective strategy to leverage BIMI for brand awareness and trust. This ensures maximum impact with minimal complexity. Organizations with diverse sub-brands should consider a subdomain strategy with separate BIMI records for each brand, which is a more reliably supported approach than relying solely on selectors for a single domain.
Continuous monitoring of your BIMI implementation is also essential. Even after successful setup, changes to DNS, your logo file, or VMC can disrupt logo display. Regularly verify your BIMI record and logo rendering across different email clients to quickly identify and troubleshoot any issues, preventing drops in brand visibility. For troubleshooting common display problems, see how to troubleshoot BIMI logo issues.
Views from the trenches
Best practices
Use a single, consistent BIMI logo under the default selector for most brands to ensure widespread display and simplify management.
Ensure your SVG logo is in the exact Tiny 1.2 Portable/Secure format and validate it rigorously.
Obtain a Verified Mark Certificate (VMC) for your logo, especially if aiming for Gmail and Yahoo Mail display.
Implement a DMARC policy at quarantine or reject to enable BIMI for your domain.
Common pitfalls
Attempting to use multiple selectors without confirmed support from target mailbox providers leads to inconsistent logo display.
Using an SVG file that does not meet the strict BIMI Tiny 1.2 PS specifications results in the logo not showing.
Not having a registered trademark for your logo can prevent you from obtaining a VMC, limiting BIMI visibility.
Insufficient DMARC policy enforcement (e.g., p=none) will prevent BIMI from working.
Expert tips
Before deploying a complex BIMI setup with multiple selectors, consult with your primary email service provider (ESP) to confirm their support for this functionality, as many currently do not.
For organizations with multiple distinct sub-brands, a more reliable strategy than using BIMI selectors is to implement BIMI independently on separate subdomains.
Regularly monitor your BIMI implementation using reporting tools to catch any display issues or misconfigurations promptly, ensuring continuous brand visibility.
If you're considering A/B testing BIMI logos, start with informal tests and limited deployments, given the nascent support for multiple selectors.
Marketer view
Marketer from Email Geeks says it is best to start simply with BIMI, as sometimes brands can get muddled even if emails come from the same domain or organization.
2021-09-01 - Email Geeks
Expert view
Expert from Email Geeks says that while different logos can technically be configured under different selectors, most mailbox providers currently only look at the default._bimi record.
2021-09-01 - Email Geeks
The path forward for BIMI logos
BIMI offers a significant opportunity to enhance brand visibility and trust in the inbox. While the technical capability exists for managing multiple logos through selectors, current industry adoption primarily supports a single, default logo. Organizations should weigh the benefits of enhanced branding against the complexities of implementing and maintaining multiple BIMI records with limited provider support.
For the foreseeable future, focusing on a robust implementation of your primary brand logo, ensuring all technical requirements are met, and maintaining a strong DMARC policy will yield the most consistent and impactful results. As BIMI evolves and gains wider adoption, the utility of multiple selectors may increase, but for now, simplicity and adherence to established best practices are key for successful logo display.
Gmail and 
Yahoo Mail. Obtaining a VMC also generally requires that your logo be a registered trademark.
