BIMI Setup Guide: How to Display Your Logo in Email Inboxes
Step-by-step guide to setting up BIMI (Brand Indicators for Message Identification). Display your brand logo next to emails in Gmail, Yahoo, and Apple Mail.
BIMI (Brand Indicators for Message Identification) lets you display your brand logo next to your emails in supporting inboxes. When recipients see your logo in Gmail, Yahoo Mail, or Apple Mail, it builds recognition and trust — and authenticated emails with BIMI tend to see higher engagement rates.
But BIMI has prerequisites. You need strong authentication and, for Gmail, a Verified Mark Certificate. Here's the complete setup process.
Prerequisites
Before setting up BIMI, you need:
1. DMARC at p=quarantine or p=reject
BIMI requires a DMARC policy of at least p=quarantine. If you're at p=none, you need to progress your DMARC policy first. This ensures only authenticated email can display your logo.
2. Consistent SPF and DKIM
Both SPF and DKIM should be passing consistently. BIMI builds on top of authentication — if authentication is unreliable, BIMI won't display.
3. A Logo in SVG Tiny PS Format
BIMI requires your logo in a specific SVG format called SVG Tiny Portable/Secure (SVG Tiny PS):
- Must be exactly square
- File size under 32KB
- Specific SVG Tiny PS profile (not regular SVG)
- Hosted on a publicly accessible HTTPS URL
Most logo files need conversion to meet these requirements. The SVG Tiny PS format is stricter than standard SVG.
4. A Verified Mark Certificate (VMC) — For Gmail
Gmail requires a VMC from a certificate authority (DigiCert or Entrust). This certificate verifies your trademark and links it to your BIMI logo.
| Provider | VMC Required? |
|---|---|
| Gmail | Yes — mandatory for logo display |
| Yahoo Mail | No — displays logo without VMC |
| Apple Mail | Yes — requires VMC |
| Fastmail | No — supports BIMI without VMC |
VMCs cost approximately $1,000–$1,500/year and require a registered trademark.
Check your BIMI readiness
BIMI requires DMARC at p=quarantine or higher. Run a free check on your domain to verify your authentication is ready.
Setup Process
Verify DMARC enforcement
Check that your DMARC record is at p=quarantine or p=reject. Verify your DMARC.
Prepare your logo
Convert your logo to SVG Tiny PS format. Use a BIMI logo generator tool or work with your designer. The logo should be recognizable at small sizes (it displays as a small icon).
Host the logo
Upload the SVG file to a publicly accessible HTTPS URL on your domain:
https://yourdomain.com/.well-known/bimi/logo.svg
Obtain a VMC (if targeting Gmail/Apple)
Apply for a Verified Mark Certificate through DigiCert or Entrust. You'll need to prove trademark ownership.
Publish the BIMI DNS record
Add a TXT record at default._bimi.yourdomain.com:
Without VMC: v=BIMI1; l=https://yourdomain.com/.well-known/bimi/logo.svg;
With VMC: v=BIMI1; l=https://yourdomain.com/.well-known/bimi/logo.svg; a=https://yourdomain.com/.well-known/bimi/certificate.pem;
Test and verify
Send a test email to a Gmail and Yahoo account. Check if your logo appears next to the message. Logo display can take a few days to activate after DNS propagation.
BIMI and Deliverability
Does BIMI Improve Deliverability?
BIMI doesn't directly affect spam filtering. However, it indirectly benefits deliverability:
- Higher engagement — Branded emails get more opens, improving engagement metrics
- Recipient trust — A recognized logo reduces spam complaints
- Authentication signal — BIMI requires strong authentication, which itself improves deliverability
BIMI as an Authentication Indicator
BIMI serves as a visual confirmation of authentication. When recipients see your logo, they know:
- Your email passed DMARC authentication
- Your domain identity is verified
- The email is genuinely from you
This reduces the chance of recipients reporting legitimate email as spam.
Common BIMI Issues
Logo Not Displaying
| Issue | Cause | Fix |
|---|---|---|
| No logo in Gmail | Missing VMC | Obtain VMC from DigiCert or Entrust |
| No logo in Yahoo | DNS record issue | Verify BIMI TXT record and logo URL |
| Logo displays incorrectly | Wrong SVG format | Convert to SVG Tiny PS — not standard SVG |
| Intermittent display | DMARC failures | Fix authentication so DMARC passes consistently |
VMC Issues
- VMC requires a registered trademark — unregistered logos aren't eligible
- The trademark must be registered in an eligible jurisdiction
- The VMC logo must match your trademarked logo exactly
- VMCs need annual renewal
Is BIMI Worth It?
For Large Brands — Yes
If you send millions of emails and brand recognition is important, BIMI provides measurable engagement improvements and brand protection.
For Small Businesses — Consider the Cost
The VMC cost ($1,000–1,500/year) may not be justified for low-volume senders. However, you can still set up BIMI without a VMC for Yahoo Mail and Fastmail display.
For Everyone — Start with Authentication
Whether or not you implement BIMI, the prerequisites (strong DMARC policy, consistent SPF/DKIM) improve your deliverability regardless. Getting to p=quarantine or p=reject is valuable even without BIMI.