Short answer. BIMI (Brand Indicators for Message Identification) displays your brand logo next to messages in mail clients. The hard requirements: the domain must be on DMARC p=quarantine or p=reject, the logo must be SVG Tiny Portable/Secure, you need a default._bimi TXT record, and for Gmail/Apple Mail a paid VMC certificate. Without DMARC enforcement the logo never appears.
What BIMI is and why it matters
BIMI is a standard that ties a verified domain to a visual brand indicator. The logo boosts recognition and trust, indirectly lifting open rates.
BIMI is not a defense, it is a reward for one: the logo shows only after you have already fixed SPF, DKIM and DMARC.
Prerequisites
- DMARC enforcement: policy
p=quarantine(pct=100) orp=reject; - aligned SPF and DKIM;
- logo in SVG Tiny PS (square, no scripts, no external links);
- a VMC (Verified Mark Certificate) for Gmail and Apple Mail — issued after trademark verification.
Step 1. Prepare the logo
The logo must be square, in the SVG Tiny 1.2 Portable/Secure profile: no <script>, no raster inserts, with an explicit fill. Host it over SSL/TLS проверку, e.g. https://example.com/brand/logo.svg.
Step 2. The VMC certificate
A VMC proves trademark ownership. The vmc.pem file is hosted over HTTPS and referenced in the record. Without it Gmail and Apple Mail will not show the logo.
Step 3. The BIMI TXT record
default._bimi.example.com. IN TXT "v=BIMI1; l=https://example.com/brand/logo.svg; a=https://example.com/brand/vmc.pem"Here l= is the logo URL and a= is the VMC URL. The default selector is default; you can add others.
Step 4. Verify
- Confirm DMARC is in enforcement (/email-check).
- Check the SVG and PEM are served over HTTPS without redirects.
- Send a test message to Gmail and Apple Mail.
Client support
| Client | Logo | VMC required |
|---|---|---|
| Gmail | Yes | Yes |
| Apple Mail | Yes | Yes |
| Yahoo / Fastmail | Yes | Not always |
| Outlook.com | Partial | Depends |
Common mistakes
- DMARC still on
p=none— the logo will never show; - SVG not in the Tiny PS profile (scripts or raster present);
- No VMC while expecting the logo in Gmail.
Where enterno helps
Before setting up BIMI, use /email-check to confirm the domain is already on DMARC enforcement and SPF/DKIM are aligned — that is the precondition. Put the default._bimi record on /monitors alongside _dmarc to get alerted on changes. enterno does not issue VMCs and does not send mail — we diagnose and monitor DNS records.
FAQ
Can I run BIMI without a VMC?
Yes, but Gmail and Apple Mail will not show the logo. Some providers display it without a VMC.
Why is PNG not allowed?
BIMI requires SVG Tiny PS specifically — a vector, scalable and secure format.
How much does a VMC cost?
It is a paid certificate from certificate authorities; the price depends on provider and term.
What if the logo does not appear?
Usually DMARC is not in enforcement, or the SVG fails Tiny PS validation.
Next: move DMARC to reject, check DNS, and read SPF/DKIM/DMARC and 2026 enforcement.