BIMI: Put Your Logo Next to Your Emails
The logo beside a brand's email in Gmail is BIMI. Getting it is less about the image and more about email authentication.
What BIMI is
BIMI stands for Brand Indicators for Message Identification. When it is set up, supporting inboxes show your logo in the avatar slot next to your messages instead of a generic initial. Gmail and Apple Mail are the main clients that display it.
The point is trust. A verified logo is a signal that the mail really came from you, which is why the inboxes will not show it until you have proven control of the domain through email authentication.
What it takes
- 1
Get DMARC to enforcement
Your domain needs a DMARC policy of quarantine or reject, not p=none. This is the hard prerequisite and the part most teams have not done. It also means your SPF and DKIM need to be aligned and passing first.
- 2
Prepare the logo as SVG Tiny PS
BIMI requires a specific SVG profile: SVG Tiny Portable/Secure. The logo should be square and sit on a solid background, centred, with no scripts or external references. Export it, then validate it against the profile.
- 3
Get a Verified Mark Certificate
Gmail and most major inboxes require a VMC, a certificate from an approved authority that proves you own the mark. This usually means a registered trademark and a verification process that takes real time and money.
- 4
Publish the BIMI DNS record
Add a TXT record at default._bimi.yourdomain that points to the hosted SVG logo and, when you have one, the VMC. Once DNS propagates and mail passes DMARC, supporting inboxes start showing the logo.
How it relates to your icons
BIMI is a separate brand asset from your favicon and app icons, but it belongs to the same coverage question: every place your brand shows up should show up on purpose. The email avatar is one of those places. See why favicon coverage is important for the wider argument, and app icon vs favicon for how the browser and home-screen assets differ.
Common questions
What do I need for BIMI to work?
Four things: a DMARC policy at quarantine or reject, an SVG Tiny Portable/Secure logo, a BIMI DNS TXT record pointing at that logo, and usually a Verified Mark Certificate. All four have to line up before inboxes show the logo.
Why is my BIMI logo not showing in Gmail?
The most common reasons are DMARC not at enforcement, mail failing SPF or DKIM alignment, or a missing VMC, which Gmail requires. A valid logo and DNS record alone are not enough.
Do I really need a Verified Mark Certificate?
For Gmail and most major inboxes, yes. The VMC is the piece that proves you own the mark, and it typically requires a registered trademark. It is the most expensive and slowest part of BIMI.