BIMI, or Brand Indicators for Message Identification, is a standard that can allow a participating mailbox provider to display a brand logo with authenticated email. It relies on domain-based email authentication and a published BIMI record, but completing setup does not guarantee that every recipient sees a logo.
How BIMI fits with email authentication
BIMI is downstream of domain authentication. A domain needs properly aligned SPF or DKIM results that pass DMARC, and mailbox providers may require an enforced DMARC policy before considering a logo. The exact eligibility rules can differ by provider and may change.
The BIMI DNS record points to an approved logo file and, where required, a certificate that verifies the brand’s right to use the mark. The logo format and certificate process should follow the current standard and the recipient provider’s requirements.
- Authenticate legitimate sending sources with SPF and DKIM.
- Publish a DMARC policy and monitor alignment before enforcement.
- Confirm the logo and certificate requirements for target providers.
What BIMI can and cannot do
BIMI can help a participating inbox display a recognizable logo alongside eligible messages. It is a presentation and brand-trust signal, not a guarantee of delivery, inbox placement, or engagement. It does not replace spam prevention, list consent, or account security.
A logo may not appear for every message or mailbox. Provider participation, sender reputation, authentication results, client support, and policy requirements affect display.
- Do not promise universal logo display after setup.
- Keep brand assets and domain ownership records current.
- Continue monitoring complaints, bounces, and authentication reports.
Plan and validate the rollout
Start with a complete inventory of systems sending mail from the domain. Resolve DMARC alignment issues and move to an appropriate enforcement policy only after confirming that legitimate messages continue to authenticate. Then publish and validate the BIMI record, logo file, and any certificate requirements.
Test across receiving providers and keep a record of the configuration. If a logo is missing, check authentication and provider support before changing the graphic or DNS repeatedly.
An illustrative record is published under a selector at a name such as default._bimi.example.com; the record format points to the logo and may reference a certificate. Use the current BIMI specification and provider documentation for exact file, DNS, and certificate requirements rather than copying a record from another organization.
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