What is BIMI? A practical guide
Sendmarc helps you meet all BIMI record requirements, from DNS setup to BIMI logo hosting and certificate acquisition, with guided support at every step.
What is BIMI?
Brand Indicators for Message Identification (BIMI) lets your organization’s verified logo appear next to authenticated emails in supported inboxes – boosting brand visibility, improving deliverability, and building recipient trust.
Show your logo. Prove your legitimacy.
What is BIMI: BIMI basics
So, what is BIMI, and why does it matter for email security and branding?
BIMI functions as a visual trust signal for authenticated emails. Once a domain passes authentication checks (Domain-based Message Authentication, Reporting, and Conformance (DMARC), Sender Policy Framework (SPF), and DomainKeys Identified Mail (DKIM)), your company’s logo can appear next to its messages in BIMI-compatible inboxes like Gmail and Yahoo Mail.
To enable BIMI email branding, your organization needs to publish a BIMI DNS record that points to:
- Your business’s logo (in SVG Tiny 1.2 format)
- Optionally, a Verified Mark Certificate (VMC) or Certificate for Mark Certification (CMC), which confirms logo ownership
To obtain a VMC, your company’s logo must be officially trademarked in one of the recognized regions. For a CMC, your organization needs to have used its logo for over a year.
What is BIMI & how does it work?
If you’ve been wondering “What is BIMI, and how does it work?”, the answer is simple: BIMI builds on existing email authentication protocols and adds visual validation to legitimate emails.
To enable BIMI:
- Implement SPF, DKIM, and DMARC, with the DMARC policy set to p=quarantine or p=reject
- Publish your business’s logo online in the correct SVG Tiny 1.2 format
- Create a DNS TXT record containing the URL of the logo and, if applicable, the URL of the certificate
- When your company’s email passes authentication, supported inboxes will display its logo next to its message
Note: BIMI doesn’t replace SPF, DKIM, or DMARC; it enhances them by improving brand visibility and recipient trust.
Need help setting up your BIMI record correctly? Book a demo with a Sendmarc expert to see how we streamline BIMI, DMARC, SPF, and DKIM implementation.
What is BIMI & why does it matter?
The question “What is BIMI, and why does it matter?” often comes up among IT teams. BIMI offers practical benefits for organizations:
- Increased brand recognition: Your business’s logo becomes a visual identifier in recipients’ inboxes
- Improved deliverability: BIMI builds on powerful authentication protocols, helping legitimate emails avoid Spam folders
- Enhanced trust: Recipients are more likely to open and engage with authenticated emails from trusted senders
What is BIMI & how does it compare?
Understanding “What is BIMI” compared to other protocols helps clarify its value. BIMI is not a standalone feature but a visual layer that builds on DMARC, SPF, and DKIM.
| Protocol | Purpose | Key difference |
|---|---|---|
| BIMI | Displays a verified logo in inboxes | Requires full authentication via DMARC, SPF, and DKIM |
| DMARC | Aligns SPF and DKIM; sets policy for failed checks | A foundational requirement for BIMI |
| SPF | Verifies that the sending email server is authorized | Focuses on sender IP legitimacy |
| DKIM | Verifies message integrity via cryptographic signature | Confirms content hasn’t been altered |
Together, these protocols create a layered approach to email authentication that improves deliverability, protects your organization’s domain, and boosts recipient trust.
Why this comparison matters: BIMI depends on successful DMARC alignment and can’t function without properly configured SPF and DKIM records. Many businesses asking “What is BIMI?” don’t realize this technical dependency.
Need help implementing all four protocols the right way? Book a demo with us to protect your company’s domain and promote its brand effectively.