Understanding BIMI: Brand Indicators for Message Identification

What is BIMI?
Brand Indicators for Message Identification (BIMI) is an email authentication standard that allows organizations to display their brand logo next to authenticated email messages in supported email clients. BIMI works in conjunction with existing email authentication protocols like SPF, DKIM, and DMARC to provide enhanced brand visibility and protection against email spoofing.
Benefits of Implementing BIMI
- Increased Brand Recognition: Your logo appears directly in the email inbox, making your emails instantly recognizable
- Enhanced Trust: Recipients can immediately identify legitimate emails from your organization
- Improved Security: BIMI requires proper email authentication, reducing the risk of spoofing attacks
- Better Engagement: Branded emails often see higher open rates and user engagement
- Competitive Advantage: Stand out in crowded inboxes with professional brand presentation
BIMI Requirements and Prerequisites
Before implementing BIMI, ensure you have the following in place:
- DMARC Policy: A strict DMARC policy (p=quarantine or p=reject) with 100% alignment
- SVG Logo: A brand logo in SVG format that meets BIMI specifications
- HTTPS Hosting: Logo must be served over a secure HTTPS connection
- Verified Mark Certificate (Optional): For enhanced trust and broader support
Common BIMI Implementation Challenges
Organizations often face several challenges when implementing BIMI:
- Logo Format Requirements: Converting existing logos to compliant SVG format
- DNS Configuration: Properly formatting and placing BIMI records in DNS
- Authentication Prerequisites: Ensuring DMARC alignment reaches required thresholds
- Email Client Support: Understanding which clients support BIMI display
Best Practices for BIMI Implementation
- Start with a robust email authentication foundation (SPF, DKIM, DMARC)
- Use high-quality SVG logos that scale well at different sizes
- Test your BIMI record with multiple validation tools
- Monitor email authentication reports for alignment issues
- Consider obtaining a Verified Mark Certificate for broader support
- Keep logo URLs stable and avoid frequent changes
Checking Your BIMI Implementation
After implementing BIMI, regularly verify your setup:
- Use DNS lookup tools to confirm your BIMI record is published correctly
- Send test emails to supported email clients
- Monitor DMARC reports to ensure authentication alignment
- Validate your SVG logo meets all BIMI requirements