BIMI is all set to become a new Industry Standard for Brands that Rely on Email
Written by
Mathew Vernhout
Mathew Vernhout

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BIMI is all set to become a new Industry Standard for Brands that Rely on Email

Published : July 15, 2021

Chances are, you have been recently hearing about BIMI in emails; the acronym stands for Brand Indicators for Message Identification. On July 12, Google rolled out Gmail’s general support of BIMI that functions as a credible sender authentication for emails; businesses that qualify can now start implementing BIMI for their domains. 

BIMI aims to increase recipients’ confidence in the source of emails while enabling senders to reinforce visual branding in communication.

What is BIMI?

Image source: Google

Soon to become an industry standard, BIMI brings brand logos to the recipients’ inboxes. Organizations that intend to deploy BIMI must first validate their emails using DMARC; it ensures that the sender domain is not impersonated. Once an organization authenticates ownership of its corporate logo and its emails clear Google’s other anti-abuse checks, Gmail will display the logo in the avatar slot. 

BIMI logos help email recipients quickly recognize the sender brands by visual connection; the recognition improves the customer experience and leads to better engagement. Apart from Gmail, the other providers that support BIMI-authenticated logos are Yahoo, AOL, and Fastmail.

The AuthIndicators Working Group describes BIMI as “an emerging email specification that enables the use of brand-controlled logos within supporting email clients. BIMI leverages the work an organization has put into deploying DMARC protection, by bringing brand logos to the customer’s inbox.”

How do I implement BIMI?

BIMI works alongside other email authentication solutions such as Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting & Conformance (DMARC). When a brand has successfully implemented all these, with DMARC at an enforcement policy (p=quarantine, or p=reject), they will be ready to publish a BIMI record.

Can anyone implement BIMI?

BIMI is an open standard that anyone can implement if they meet the prerequisites. The first step is to implement DMARC as an enforcement policy, which may require email infrastructure updates to configure the email efforts correctly. Next, you need to properly format the trademarked image/logo file (tiny-ps). Note that most mailbox providers need a valid Verified Mark Certificate (VMC). Some mailbox providers will accept a self-asserted logo for domains that have a good reputation and meet other service requirements. 

Currently, only brands registered in the USA, Canada, EU, Germany, Japan, UK, Spain, and Australia are eligible for BIMI implementation. 

What is in a BIMI record?

BIMI records have three parts: 

  1. ‘v=BIMI1’: The type of record 
  2. ‘l=’: The hosted logo location,
  3. ‘a=’: The hosted VMC file,

Where do I configure BIMI?

The BIMI standard says that the proper BIMI record be published under the following DNS path ‘’ as a text record. This should feel familiar to many as it is similar to DMARC and DKIM. The values of the record will look as follows when using a VMC:

“v=BIMI1; l=; a=;” 

or for a self-asserted record something like this:

“v=BIMI1; l=; a=;”

How can Netcore Cloud help?

Netcore offers you several tools at to evaluate your domain’s readiness for BIMI, current configurations for SPF, DMARC, and BIMI. Our other tools can help you implement email authentication on your domains if you’ve not configured it at all. You can also use our Email Tester Tools to evaluate your email elements like DKIM and possible spam-like characteristics. 

As part of your account’s onboarding, Netcore will set up your account with proper domain alignment to be ready for authentication services like SPF and DKIM. If you need any help determining your configuration on the platform or updating your settings, Netcore Cloud’s Care team can assist you. Not a Netcore customer, but still interested in learning more about email services, authentication, and BIMI? Please send a request to our team to start a conversation.

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