Summary
BIMI (Brand Indicators for Message Identification) is an email standard that allows organizations to display their trademarked logo next to their sender name in the recipient's inbox. Implementing BIMI requires several prerequisites, primarily strong email authentication through DMARC, SPF, and DKIM. Additionally, for certain major mailbox providers like Google, a Verified Mark Certificate (VMC) issued by an accredited Certification Authority is necessary. The SVG logo file must also meet specific technical requirements. While its adoption is growing, support varies among email clients and providers.
Key findings
- Core authentication: BIMI relies heavily on a robust email authentication setup, specifically DMARC with an enforcement policy (p=quarantine or p=reject).
- Logo requirement: A trademarked logo is often required, particularly for obtaining a VMC.
- VMC for major providers: Displaying the logo in top-tier inboxes like Gmail typically necessitates a VMC.
- Specific SVG format: The logo image must be in a specific SVG Tiny 1.2 format for proper rendering.
- Provider variations: Support for BIMI, and the requirement for a VMC, differs across various mailbox providers.
Key considerations
- DMARC enforcement: Ensure your DMARC policy is at an enforcement level (p=quarantine or p=reject) before attempting BIMI.
- VMC acquisition: Understand the process and requirements for obtaining a Verified Mark Certificate, including trademark registration.
- SVG compliance: Pay close attention to the technical specifications for your SVG logo file to avoid display issues.
- Pilot programs: Be aware that some providers, like Google, initially rolled out BIMI through pilot programs which required direct invitation.
- Gradual adoption: Recognize that not all email clients or providers support BIMI, or they may have different levels of support.
What email marketers say
Email marketers often focus on the practical aspects of BIMI implementation, such as the correct SVG image format and the conditions under which their logo will actually appear in recipients' inboxes. They also observe which major brands have successfully implemented BIMI, indicating its real-world visibility. The goal for marketers is often to display their trademarked logo next to their sender name, enhancing brand recognition and trust.
Key opinions
- SVG format confusion: There's a common question about the precise SVG image format needed, specifically whether it should be SVG Tiny 1.2 or SVG P/S.
- Google pilot uncertainty: Many marketers are unsure if being part of Google's BIMI pilot program is a strict prerequisite for their logo to display in Gmail, even with a VMC.
- VMC requirement clarity: There's a need for clear information on whether a trademark certificate (VMC) is always required or if it depends on the email provider.
- Observed BIMI adoption: Marketers are actively tracking which major brands and companies have live BIMI icons in prominent email clients like Gmail.
- Sending volume queries: Some marketers inquire if there are minimum sending volume requirements to activate or display BIMI logos in email clients.
Key considerations
- Confirm SVG specifications: Always double-check the exact SVG format required by BIMI specifications to ensure proper logo rendering.
- Google's VMC policy: Understand that Google (and increasingly Apple) typically requires a VMC, which implies the logo must be trademarked, to display the BIMI logo.
- Pilot program status: For some providers like Google, participation in specific pilot programs might be necessary for early or full BIMI adoption.
- Monitor live examples: Observing current implementations by other companies can offer insights into which providers are actively supporting BIMI and under what conditions.
- Trademarking logo: If a VMC is desired for broader BIMI support, ensure your company's logo is officially trademarked.
Marketer view
A marketer from Email Geeks inquired about the specific SVG image format required for BIMI. They were seeking clarification on whether to use SVG Tiny 1.2 or SVG P/S, a common point of confusion for those new to BIMI implementation.
Marketer view
A marketer from Reddit suggests that setting up BIMI can be confusing, especially due to the various requirements for DMARC and logo validation. They emphasize the complexity of aligning all technical aspects for successful implementation.
What the experts say
Experts in email deliverability and authentication confirm that BIMI implementation requires strict adherence to technical standards, particularly concerning DMARC enforcement and logo specifications. They also provide clarity on the role of Verified Mark Certificates (VMCs) and the current state of support from major mailbox providers, highlighting that provider-specific requirements often apply to strong authentication solutions.
Key opinions
- SVG requirements: Experts confirm that specific SVG file requirements exist for BIMI logos, recommending resources from the BIMI Group for creation and validation.
- Google pilot necessity: For Google to display a BIMI logo, an organization must be invited to and participate in Google's pilot program.
- VMC acquisition process: A valid VMC is required for Google's pilot, and these are issued by participating certificate authorities, not Google itself.
- Trademark prerequisite for VMC: Obtaining a VMC currently requires a registered logo mark, which, at the time of discussion, was primarily available to US-based organizations.
- Yahoo's VMC stance: Yahoo officially supports BIMI without requiring a VMC, unlike Google.
- Observed active icons: Experts confirm seeing BIMI icons active in Gmail for various large brands.
Key considerations
- BIMI Group resources: Utilize official BIMI Group resources for detailed guidance on SVG creation and BIMI record validation.
- Google's specific entry criteria: Understand that Google's BIMI display depends on their pilot invitation and not just general VMC acquisition.
- VMC issuing authorities: Seek VMCs from accredited Certification Authorities rather than expecting Google to issue them.
- Geographical limitations: Be aware of potential geographical limitations for trademark registration and VMC issuance.
- Provider-specific requirements: Always verify the unique requirements of each major mailbox provider regarding BIMI, as they vary (e.g., VMC vs. no VMC).
- Evolving landscape: Recognize that the landscape of BIMI support and requirements is evolving, and it is important to stay updated.
Expert view
An expert from Email Geeks strongly advises referring to the official BIMI Group website for comprehensive guides on creating and validating SVG logo files. They emphasized that adherence to these guidelines is critical for ensuring the proper rendering and display of the brand logo within supporting email clients. These resources offer the most accurate and up-to-date technical specifications for BIMI implementation.
Expert view
An expert from Spam Resource advises that domain reputation plays a crucial role in whether BIMI logos will display, even if all technical requirements are met. A positive sending reputation is often an implicit prerequisite for full brand indicator visibility.
What the documentation says
Official documentation from the BIMI Group and related standards bodies outlines the precise technical requirements for BIMI implementation. This includes detailed specifications for email authentication protocols (SPF, DKIM, DMARC), the SVG logo file format, and the role of Verified Mark Certificates (VMCs). The documentation also clarifies which mailbox providers currently support BIMI and their specific conditions.
Key findings
- Full DMARC enforcement: BIMI requires DMARC to be fully implemented with an enforcement policy (p=quarantine or p=reject) and DMARC alignment.
- SVG Tiny 1.2 format: The logo file must be in SVG Tiny 1.2 format, adhering to specific styling and security requirements.
- VMC requirement: For some major Mailbox Providers, a Verified Mark Certificate (VMC) issued by a Certificate Authority is mandatory.
- Trademarked logo for VMC: Obtaining a VMC necessitates that the logo displayed is a registered trademark with an intellectual property office.
- BIMI DNS record: A specific BIMI DNS TXT record must be published, pointing to both the SVG logo and, if applicable, the VMC.
- Supported providers list: The BIMI Group maintains a list of email clients and Mailbox Providers that support BIMI and their specific requirements (e.g., VMC optional/mandatory).
Key considerations
- Strict authentication policies: Implement SPF, DKIM, and DMARC with strong policies and ensure alignment to meet BIMI's foundational requirements.
- SVG file compliance: Use only the specified SVG Tiny 1.2 profile and avoid unsupported SVG features to ensure correct rendering.
- Accredited CAs for VMC: Obtain VMCs only from Certification Authorities accredited by the BIMI Group.
- Trademark registration: Prioritize trademark registration for your logo if a VMC is part of your BIMI strategy.
- DNS record accuracy: Double-check your BIMI DNS record for correct syntax and URLs to the logo and VMC.
- Ongoing monitoring: Regularly verify your BIMI setup as provider requirements and standards may evolve.
Technical article
Documentation from BIMI Group states that all organizations must authenticate their email with SPF, DKIM, and DMARC, ensuring all are aligned and the DMARC policy is at an enforcement level (p=quarantine or p=reject). This forms the foundational security layer for BIMI.
Technical article
Documentation from BIMI Group outlines that the logo image must be an SVG Tiny 1.2 file, publicly accessible, and correctly formatted for BIMI display. Specific technical guidelines ensure compatibility across supporting email clients.
Related resources
10 resources
Related pages
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A simple guide to DMARC, SPF, and DKIM
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What are the recommended SVG dimensions for BIMI and how should I create the SVG?
A guide to BIMI accredited certificate providers
What email sending volume is required for BIMI to display?
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