Summary
BIMI, or Brand Indicators for Message Identification, enables brands to display their verified logo next to their sender name in supported inboxes. While some email providers like Fastmail, AOL, and Verizon Media may display BIMI logos without requiring a Verified Mark Certificate (VMC), major platforms such as Gmail, Yahoo, and Apple Mail universally require a VMC for a logo to appear. Implementing BIMI involves several critical steps: achieving a strong DMARC enforcement policy of 'p=quarantine' or 'p=reject', preparing a meticulously formatted SVG logo, and publishing a correct BIMI DNS TXT record. The acquisition of a VMC is often the most significant hurdle, as it can be costly, requires a trademarked logo, and is essential for broad visibility across leading email platforms. Notably, Microsoft email clients currently do not support BIMI logos, opting for their own 'Brand Cards' instead.
Key findings
- Limited VMC-Free Support: Fastmail is the most consistently cited email provider that supports BIMI logo display without explicitly requiring a Verified Mark Certificate (VMC). Some sources also mention AOL and Verizon Media as potentially not requiring a VMC for logo display.
- Major Providers Mandate VMC: Gmail, Yahoo, and Apple Mail, among other major email providers, universally require a Verified Mark Certificate (VMC) for a brand's logo to be displayed via BIMI. While some providers may have explored displaying logos without a VMC, broad and consistent support across leading inboxes currently mandates one.
- DMARC Enforcement is Crucial: For BIMI to function correctly, a strong DMARC enforcement policy, specifically 'p=quarantine' or 'p=reject', is a fundamental prerequisite. A 'p=none' DMARC policy will not be sufficient for BIMI.
- VMC Requires Trademarked Logo: Obtaining a Verified Mark Certificate (VMC) typically necessitates that the brand's logo is a registered trademark, adding a significant layer of complexity and cost to the implementation process.
- Microsoft Does Not Support BIMI: Microsoft's email clients, including Outlook.com, desktop, web, and mobile Outlook, and Microsoft 365, do not currently display BIMI logos. Instead, Microsoft utilizes 'Brand Cards' in some scenarios, which affects the overall reach of BIMI.
Key considerations
- Achieve DMARC Enforcement: Ensure your domain's DMARC policy is strictly set to 'p=quarantine' or 'p=reject' to enable BIMI functionality. A 'p=none' policy is not sufficient for BIMI to work.
- Obtain a Verified Mark Certificate (VMC): Plan for the acquisition of a VMC, as it is essential for logo display in the majority of major inboxes like Gmail, Yahoo, and Apple Mail. Obtaining a VMC often requires a trademarked logo and can incur significant cost and effort.
- Prepare a Formatted SVG Logo: Your brand logo must be meticulously prepared in the specific SVG Tiny 1.2 format, adhering to requirements such as a square aspect ratio. This logo may also need to be authenticated and potentially base64 encoded.
- Publish BIMI DNS Record: Correctly configure and publish a BIMI DNS TXT record for your domain to link your logo and VMC, which is a fundamental step for BIMI deployment.
- Consider Credentialed Mark Certificate (CMC): If your logo is not trademarked, explore a Credentialed Mark Certificate (CMC) as a potential alternative path to BIMI implementation, offering another route if a VMC is not immediately feasible.
- Evaluate Overall Reach: Be aware that not all email clients or providers currently support BIMI. Microsoft's email clients, including Outlook, notably do not display BIMI logos, opting instead for their own 'Brand Cards' in some scenarios, which will impact the overall visibility of your BIMI logo.
- Explore Apple Branded Mail: As a free and simpler option, consider setting up Apple Branded Mail to demonstrate the benefits of displaying a logo in emails, particularly for users on iPhones and Apple Mail, even before full BIMI implementation.
What email marketers say
13 marketer opinions
While BIMI adoption enhances brand visibility by displaying a verified logo, its broad utility largely depends on obtaining a Verified Mark Certificate (VMC). Only a few email providers, such as Fastmail and potentially Postmark for emails processed through their service, are noted for rendering the BIMI logo without requiring a VMC. In contrast, leading platforms including Gmail, Yahoo, and Apple Mail consistently mandate a VMC for logo display. Essential implementation steps involve a strong DMARC enforcement policy, preparing a specific SVG logo, and publishing the correct DNS record. The VMC, often costly and requiring a trademarked logo, remains a primary hurdle. It's also important to note that Microsoft email clients do not support BIMI logos, instead using 'Brand Cards'.
Key opinions
- VMC-Free Providers Limited: Fastmail is consistently cited as an email provider that supports BIMI logo display without requiring a Verified Mark Certificate (VMC). Postmark also supports BIMI, though major email clients still mandate a VMC.
- Major Platforms Require VMC: Leading email providers like Gmail, Yahoo, and Apple Mail universally require a Verified Mark Certificate (VMC) for the BIMI logo to appear in inboxes.
- DMARC Enforcement is Foundational: A strong DMARC enforcement policy, specifically 'p=quarantine' or 'p=reject', is essential for BIMI functionality; a 'p=none' policy is insufficient.
- Trademark Requirement for VMC: Obtaining a Verified Mark Certificate (VMC) typically requires the brand's logo to be a registered trademark, adding a significant prerequisite to BIMI implementation.
- Microsoft's Brand Cards: Microsoft's email clients do not display BIMI logos; instead, they utilize 'Brand Cards' in some scenarios, which impacts the overall reach of BIMI.
Key considerations
- Implement Strong DMARC Policy: Ensure your domain has a DMARC policy set to 'quarantine' or 'reject' for BIMI to function correctly, as 'p=none' is insufficient.
- Acquire a Verified Mark Certificate (VMC): Recognize that while costly and requiring a trademark, a VMC is almost universally required by major email providers like Gmail, Yahoo, and Apple Mail for logo display.
- Prepare Specific SVG Logo: Format your brand logo as an authenticated SVG Tiny 1.2 file, ensuring it meets specific requirements such as a square aspect ratio, and be prepared for potential base64 encoding.
- Configure BIMI DNS Record: Correctly set up and publish the BIMI DNS TXT record, linking your logo and VMC, which is a fundamental step for implementation.
- Consider Credentialed Mark Certificate (CMC): If your logo is not trademarked, explore a CMC as an alternative path to BIMI implementation, providing flexibility where a VMC might not be feasible.
- Understand Support Limitations: Be aware that not all email inboxes support BIMI; for example, Microsoft's email clients do not display BIMI logos, utilizing 'Brand Cards' instead, which impacts overall brand visibility.
- Explore Apple Branded Mail: For a simpler initial step, consider setting up Apple Branded Mail to demonstrate logo display benefits, particularly for users with iPhones and Apple Mail.
Marketer view
Marketer from Email Geeks explains that Fastmail and Yahoo are the only known email providers that will render the BIMI logo without requiring a Verified Mark Certificate (VMC).
27 Apr 2025 - Email Geeks
Marketer view
Marketer from Email Geeks suggests that companies can use a Credentialed Mark Certificate (CMC) as an alternative if their logo is not trademarked, offering another path to BIMI implementation without a VMC.
9 Oct 2022 - Email Geeks
What the experts say
2 expert opinions
While the most impactful BIMI deployments, particularly with Gmail, necessitate a Verified Mark Certificate (VMC), several other email providers, including Yahoo, AOL, Verizon Media, Apple Mail, and Fastmail, can support BIMI logo display without strictly requiring a VMC. Implementing BIMI involves specific technical steps beyond VMC acquisition, such as publishing the correct DNS TXT record for BIMI, ensuring your brand's logo adheres to the precise SVG format requirements, and maintaining a robust DMARC enforcement policy set to quarantine or reject.
Key opinions
- VMC-Free Support Varies: Some email providers, notably Yahoo, AOL, Verizon Media, Apple Mail, and Fastmail, can support BIMI logo display without strictly requiring a Verified Mark Certificate (VMC).
- VMC Crucial for Impact: While theoretically deployable without, the most impactful BIMI implementations, such as Gmail's, necessitate a Verified Mark Certificate (VMC), posing a significant hurdle for widespread adoption.
Key considerations
- DNS TXT Record Setup: Ensure the correct BIMI DNS TXT record is published for your domain, which is a fundamental requirement for BIMI implementation.
- SVG Logo Format: Prepare your brand logo meticulously in the specific SVG format, such as SVG-P, to meet BIMI display requirements.
- DMARC Enforcement: Your domain's DMARC policy must be set to an enforcement level, specifically 'quarantine' or 'reject', as a prerequisite for BIMI functionality.
- VMC Cost and Effort: Be aware that obtaining a Verified Mark Certificate (VMC) often involves substantial cost and effort, representing a key barrier to widespread BIMI adoption.
Expert view
Expert from Word To The Wise explains that while Gmail's BIMI implementation requires a Verified Mark Certificate (VMC), other email providers like Yahoo, AOL, Verizon Media, Apple Mail, and Fastmail support BIMI and do not necessarily require a VMC for logo display. Key implementation considerations include setting up the appropriate DNS TXT record for BIMI and ensuring your logo is in the correct SVG format.
27 May 2022 - Word To The Wise
Expert view
Expert from Spam Resource shares that while BIMI can theoretically be deployed without a Verified Mark Certificate (VMC), the most impactful implementations, such as Gmail's, require one, making VMC a significant hurdle for widespread adoption. Key considerations for BIMI implementation include the substantial cost and effort associated with obtaining a VMC, adhering to specific SVG-P logo format requirements, and ensuring your DMARC policy is set to enforcement (quarantine or reject) for your domain.
1 Jun 2023 - Spam Resource
What the documentation says
6 technical articles
Most major email providers, including Google, Yahoo, and Apple Mail, require a Verified Mark Certificate (VMC) for BIMI logo display. However, Fastmail stands out as a provider that supports BIMI and will display a sender's logo without explicitly mandating a VMC, provided DMARC validation passes. Essential steps for any BIMI implementation include achieving a DMARC enforcement policy of 'p=quarantine' or 'p=reject', using a specific SVG logo format, and publishing a valid BIMI DNS record.
Key findings
- Fastmail's VMC-Optional BIMI: Fastmail supports BIMI and displays the sender's logo if DMARC passes, without explicitly requiring a Verified Mark Certificate (VMC). This makes it a unique consideration for VMC-free logo visibility.
- VMC Mandated by Major Providers: Google Workspace, Yahoo Mail, and Apple Mail all explicitly require a Verified Mark Certificate (VMC) for an organization's logo to be displayed via BIMI. This signifies the VMC's crucial role for widespread adoption.
- DMARC Enforcement is Prerequisite: A DMARC enforcement policy, specifically 'p=quarantine' or 'p=reject', is a fundamental requirement for BIMI implementation, as noted by various industry sources.
- SVG Logo Formatting Essential: The brand logo must be in the precise SVG Tiny 1.2 format, which is a key technical consideration for BIMI functionality.
Key considerations
- Attain DMARC Enforcement: A critical step for BIMI is to achieve a DMARC enforcement policy set to 'p=quarantine' or 'p=reject', as this is a foundational requirement for BIMI to function.
- Secure a Verified Mark Certificate: While not universally required by all providers, obtaining a Verified Mark Certificate (VMC) is crucial for your logo to display in major inboxes like Google, Yahoo, and Apple Mail.
- Format Logo as SVG Tiny 1.2: Ensure your brand logo is correctly prepared in the specific SVG Tiny 1.2 format, which is a technical prerequisite for BIMI display.
- Publish BIMI DNS Record: A valid BIMI DNS record must be published to link your domain to your verified logo and, if applicable, your VMC.
Technical article
Documentation from Google Workspace Admin Help explains that to implement BIMI for an organization, Google requires both an SVG logo and a Verified Mark Certificate (VMC). This is a critical consideration for implementation, as a VMC represents a significant step in the process.
3 Dec 2022 - Google Workspace Admin Help
Technical article
Documentation from Yahoo Small Business Help explains that for an organization's logo to display in Yahoo Mail via BIMI, a Verified Mark Certificate (VMC) issued by a Certificate Authority is necessary. This highlights the VMC as a crucial component for widespread BIMI support across major providers.
13 Dec 2022 - Yahoo Small Business Help
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