Important Alert: Google and Yahoo will require DMARC starting from April 2024.

A Detailed Guide to Brand Indicators for Message Identification (BIMI)

Here is your ultimate guide to getting your BIMI record and BIMI logo ready!

BIMI

What is BIMI?

BIMI, or Brand Indicators for Message Identification is an email authentication protocol that affixes your exclusive brand-controlled logos to all the emails you send out via your brand’s email domain. You may be wondering that as the recipient of the email your email client is already showing brand logos. But what’s important is who is in control of the logos!

Usually, logos are automatically curated by email client vendors, pulling them from various sources. Different logos show up depending on different email clients and devices.

With the BIMI email specification, domain owners and brands are in control of their officially displayed logos, which are maintained consistently in all outgoing emails for supported mailbox providers. The brand’s official logo is the most essential identifying factor of your brand, therefore affixing the logo on every email received by your clients, partners, and employees builds up a sense of trust and assurance.

The BIMI logo on your email message instantly captures the receiver’s attention, makes a strong first impression in email inboxes, is the foundation of your brand’s identity, enhances security, demarcates you from your competitors, and fosters brand loyalty. BIMI logos are not only effective as an email security measure but have also become a feather in the cap of email marketers.

BIMI logo

How does BIMI work?

To implement BIMI, you first need to enforce your existing DMARC policy by setting it to either reject or quarantine.

After successfully enforcing DMARC you can avail of the advantages of BIMI in your organization’s email domain! Similar to any other email authentication standard, BIMI resides in your domain as a text (TXT) record.

The BIMI record(s) resides in the “_bimi” space of your DNS with the default BIMI record being “default._bimi”. The text part holds the identifier of the record version (v=BIMI1), URL to the logo (l=), and URL to the logo certificate (VMC) if available (a=).

A complete BIMI record would look like the following:

default._bimi IN TXT “v=BIMI1;l=https://url.to/your.file.svg;a=https://url.to/certificate.pem”

The Need for BIMI and Visual Verifications

It is purely human nature to rely on things that can be visually verified. BIMI sets itself apart from typical email authentication protocols like DKIM, SPF, and DMARC by allowing email senders to display their brand logos as a mark of visual verification that can have the following benefits:

  • Increased email engagement rates

  • Improved email deliverability

  • Stronger email authentication

  • Protection against email scams, business email compromise, and dangerous phishing emails

  • Improved appearance of emails

  • Higher ROI on B2B email marketing campaigns

  • Maintaining a clean email list on the receiver’s side

4 Easy Steps to Start Your BIMI Journey

To get started with BIMI the following steps are required:

Understanding BIMI logo requirements

step one

Implementing DMARC at an enforcement policy

step two

Converting your BIMI logo to SVG tiny 1.2

step three

Creating and publishing your BIMI record in the DNS

step four
BIMI

BIMI Logo Requirements

BIMI has certain specifications while uploading your brand logo:

  • One such crucial specification is that your logo image must be in SVG format. Scalable Vector Graphics or SVG is a popular format that drives several elements of modern websites and applications. Different from popular bitmap formats like GIF, JPG, and PNG, the vector graphics are made out of lines and curves which can be easily scaled without loss of detail. SVG is comparatively lighter, loads quickly, and adapts easily to responsive sizing.

  • For BIMI implementation the exact dimensions of the logo do not matter as it is uploaded in SVG format makes it easily scalable. However, the image must be square and the aspect ratio must be 1:1.

  • The logo must meet the SVG BIMI profile. While the SVG standard is very versatile and has a range of versions to choose from, the closest fit to the SVG BIMI specifications is SVG 1.2 Tiny.

How to Prepare the SVG File Correctly for BIMI?

For preparing a BIMI-compliant logo, the most commonly used tool is Adobe Illustrator:

To prepare your SVG correctly, all you need to do is :

  • Open your company logo in Adobe Illustrator and inspect its objects to make sure there are no bitmaps, linked files, texts, or groups. Ensure that the Control Toolbar is switched on in the Window Menu to inspect the logo.

  • In case your logo is image-based, you can use the Trace Image button to convert your image into a graphic.

  • SVG for BIMI does not support text objects. In case your logo has any text, it appears in the Control Toolbar as “Type”. To remove text objects, select your text layer and select the “Create Outlines” option from the “Type” menu. The Control Toolbar no longer identifies the text object as “Type” but as a “Group” instead.

  • Lastly, you would need to ungroup all groups to make sure exporting the SVG is a smooth process. The simplest way is to press Ctrl+A to select all objects and then click on the “Ungroup” option in the “Object” menu. You may have to repeat this process until all groups in the document are ungrouped.

The DNS Lookup Limit

save svg

Exporting BIMI Logo SVG File

  • To meet BIMI SVG specifications, the logo needs to be in square dimensions. To achieve that, you need to create a new file without closing the current one. Make sure the new file is in square dimensions with a 1:1 aspect ratio, and the color mode selected is RGB and not CMYK.

  • Navigate to the original file and press Ctrl+A to select all objects. Copy all objects from the original file and paste them into the new file you created in square dimensions.

  • Click on the “Save” option from the File menu to save the file. In the destination folder make sure the file format is set to SVG and not SVG compressed.

  • Notice that an SVG dialogue box opens up. Under “SVG Profiles” in the box, select “SVG Tiny 1.2”. Under the “More Options” button adjust the “Decimal Places” criteria to 1, 2, or 3 to preserve details, depending on how complex your logo is.

  • Lastly, click on the “SVG Code” button to review the code, which opens up in a file editor. Make sure that the line starting with

  • Finally, click on the “OK” button in the dialog to save the compliant logo image file.

Code Cleanup

You can use any text editor to manually clean up the code after exporting your SVG file.

  • You can start by removing the highlighted section with the information about the used version of Adobe Illustrator.

  • Then find the x=”0px” y=”0px” from the line starting with

  • Then you need to find the baseProfile=”tiny” and replace it with baseProfile=”tiny-ps”.

  • Next, you need to add the required tag into your SVG below the <svg…>. The purpose of the title is to provide accessibility so that it reflects your brand.</span></p> </div></div><footer class="entry-footer"></footer></article><div class="iconlist-timeline"></div></li> <li><div class='iconlist_icon av-lqmdubks-1-8e2f11db530dabd6444ce7bf17dca68e avia-font-entypo-fontello'><span class='iconlist-char' aria-hidden='true' data-av_icon='' data-av_iconfont='entypo-fontello'></span></div><article class="article-icon-entry " ><div class="iconlist_content_wrap"><header class="entry-content-header"></header><div class='iconlist_content ' ><p><span style="font-weight: 400;">Finally, Save the file and use our validator to make sure your SVG validates correctly.</span></p> </div></div><footer class="entry-footer"></footer></article><div class="iconlist-timeline"></div></li> </ul></div> <section class='av_textblock_section av-ggc60kd-a658008d5b8bc2b08a1ee2ac15caed23 ' ><div class='avia_textblock' ><p><span style="font-weight: 400;">Alternatively, you can instantly convert your BIMI logo into SVG Tiny 1.2, with our automated</span><a href="https://powerdmarc.com/bimi-svg-logo-converter-tool/"> <span style="font-weight: 400;">BIMI SVG Logo Converter</span></a><span style="font-weight: 400;">.</span></p> </div></section></div><div class='flex_column av-foujau5-92690df628a5211dcdc331b8d641cbb7 av_three_fifth avia-builder-el-85 el_after_av_two_fifth avia-builder-el-last flex_column_div av-zero-column-padding ' ><div class='avia-image-container av-f9er5ml-23a12503f400cff80c0659a4799c0c36 av-styling- avia-align-center avia-builder-el-86 avia-builder-el-no-sibling ' ><div class="avia-image-container-inner"><div class="avia-image-overlay-wrap"><img decoding="async" fetchpriority="high" class='wp-image-12288 avia-img-lazy-loading-not-12288 avia_image ' src="https://powerdmarc.com/wp-content/uploads/2020/12/svg-code.png" alt='svg code' title='svg code' height="434" width="711" /></div></div></div></div> </div></div></div><!-- close content main div --></div></div><div id='av_section_10' class='avia-section av-eu6ni4d-4848d3e1a3d9ba7b9ab6a2fb7320086b main_color avia-section-default avia-no-border-styling avia-builder-el-87 el_after_av_section el_before_av_section avia-bg-style-scroll container_wrap fullsize' ><div class='container av-section-cont-open' ><div class='template-page content av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-12253'><div class='entry-content-wrapper clearfix'> <div class='flex_column av-el6gz8d-d90763ec271da9d58d106b67b7e7e20a av_one_half avia-builder-el-88 el_before_av_one_half avia-builder-el-first first flex_column_div ' ><div class='hr av-dun0jml-671d4a0369300add58ff8d57c9f3f81b hr-invisible avia-builder-el-89 el_before_av_textblock avia-builder-el-first '><span class='hr-inner '><span class="hr-inner-style"></span></span></div> <section class='av_textblock_section av-dnq7hx9-83b6ebefd7245400f1650ef41a6024f4 ' ><div class='avia_textblock av_inherit_color' ><h2 style="text-align: left;"> <img decoding="async" class="wp-image-48910 alignnone" src="https://powerdmarc.com/wp-content/uploads/2023/06/DKIM-prevents-message-alterations.png" alt="BIMI" width="100" height="95" title="A Detailed Guide to Brand Indicators for Message Identification (BIMI)"></h2> <h2><b>BIMI Support Among Major Mailbox Providers</b></h2> </div></section> <section class='av_textblock_section av-d1w4vx9-74eda1d1304e5255e8f46f89cc70f3d4 ' ><div class='avia_textblock av_inherit_color' ><p><span style="font-weight: 400;">According to the BIMI group, major mailbox providers that currently support BIMI logo display are Google, Yahoo, Apple Mail (iOS 16, iPadOS 16, and macOS Ventura 13 or later, and iCloud.com), Cloudmark, Fastmail, La Poste, Onet Poczta, and Zone, while a much wider adoption can be expected in the upcoming years.</span></p> </div></section> <div class='hr av-chgsenx-3b7fb5410774c31b8b1b29eec34bc55a hr-invisible avia-builder-el-92 el_after_av_textblock avia-builder-el-last '><span class='hr-inner '><span class="hr-inner-style"></span></span></div></div><div class='flex_column av-c3e2dp9-bfe941d79d27206043b92a220780e886 av_one_half avia-builder-el-93 el_after_av_one_half avia-builder-el-last flex_column_div ' ><div class='hr av-bq6jgu5-d847338a95cd5790a88316f00a122268 hr-invisible avia-builder-el-94 el_before_av_textblock avia-builder-el-first '><span class='hr-inner '><span class="hr-inner-style"></span></span></div> <section class='av_textblock_section av-b47advh-3e6462709df45be5138dea1a97461a44 ' ><div class='avia_textblock av_inherit_color' ><h2><img decoding="async" class="alignnone wp-image-48911" src="https://powerdmarc.com/wp-content/uploads/2023/06/DKIM-reduces-email-spam.png" alt="DKIM minimizes domain spoofing" width="100" height="95" title="A Detailed Guide to Brand Indicators for Message Identification (BIMI)"></h2> <h2><b>BIMI and The Verified Mark Certificate (VMC Certificate)</b></h2> </div></section> <section class='av_textblock_section av-asf7bod-a790ba06ab84769feffacbcd46856004 ' ><div class='avia_textblock av_inherit_color' ><p><span style="font-weight: 400;">The Verified Mark Certificate (VMC) is an optional digital certificate that authenticates your domain as the owner of the logo. Though optional, it is required by most inbox providers to verify trademark ownership over logos. If VMC is unavailable, the “a” attribute in the BIMI record has to be either discarded or set to “a=self”.</span></p> <p><span style="font-weight: 400;">VMC is imperative to organizations that have the will to enhance their digital presence and online reputation and establish their brand to be reliable and top-notch. A combination of BIMI and VMC puts your clients’ minds at ease and provides them with confidence and assurance while responding to your emails.</span></p> <p><span style="font-weight: 400;">With PowerDMARC you can get a </span><a href="https://powerdmarc.com/all-about-vmc-for-bimi/"><span style="font-weight: 400;">VMC</span></a><span style="font-weight: 400;"> issued for your BIMI logo on demand – contact us today!</span></p> </div></section> <div class='hr av-11228n1-ede9931f727b1209e9a904c834a8cefa hr-invisible avia-builder-el-97 el_after_av_textblock avia-builder-el-last '><span class='hr-inner '><span class="hr-inner-style"></span></span></div></div> </div></div></div><!-- close content main div --></div></div><div id='av_section_11' class='avia-section av-a0vlvnh-b02eaf1a4178706d777611d2c129b23b main_color avia-section-no-padding avia-no-border-styling avia-builder-el-98 el_after_av_section el_before_av_section u-padding--ends avia-bg-style-fixed container_wrap fullsize' ><div class='container av-section-cont-open' ><div class='template-page content av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-12253'><div class='entry-content-wrapper clearfix'> <div class='flex_column av-9g75gu5-3504bb59287b8744029bf30c55efd6c0 av_one_half avia-builder-el-99 el_before_av_one_half avia-builder-el-first u-padding--large--ends--desk first flex_column_div av-zero-column-padding ' ><div class='hr av-953pr31-0bd1d0f07f6a6745aee5c321dfce5c14 hr-invisible avia-builder-el-100 el_before_av_textblock avia-builder-el-first av-small-hide av-mini-hide'><span class='hr-inner '><span class="hr-inner-style"></span></span></div> <section class='av_textblock_section av-8ce58wt-35d81f8210bc2f6e13652aace6dec34a ' ><div class='avia_textblock av_inherit_color' ><h2><b>Getting the BIMI Blue Checkmark Icon in Google Mail</b></h2> </div></section> <section class='av_textblock_section av-85r3pj1-8c50e11750f792038029360ffe5c09cf ' ><div class='avia_textblock av_inherit_color' ><p><span style="font-weight: 400;">Google recently launched its new feature for all domains that have BIMI implemented – announced the display of a blue tick against the sender’s name and logo in the receiver’s inbox. </span></p> </div></section> <section class='av_textblock_section av-7rfxbrx-912b14e19eddcae1c5b589fb48c80a6b ' ><div class='avia_textblock av_inherit_color' ><h3><strong>BIMI requirements to avail of this feature</strong></h3> </div></section> <section class='av_textblock_section av-74ktjy5-d5262e5695208a3b27b9f63504e33ef0 ' ><div class='avia_textblock av_inherit_color' ><ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Email senders with DMARC enabled with an authentication policy of p=quarantine or higher </span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Senders with a valid BIMI record in their DNS </span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Senders with a verified mark certificate issued for their BIMI logo from an authorized certificate authority</span></li> </ul> <p><strong><a href="https://powerdmarc.com/gmail-blue-verified-checkmark/">Read more </a></strong></p> </div></section> <div class='hr av-6lx263h-aeeceafb9ac1ee4628d44fd3772bc13e hr-invisible avia-builder-el-105 el_after_av_textblock avia-builder-el-last av-small-hide av-mini-hide'><span class='hr-inner '><span class="hr-inner-style"></span></span></div></div><div class='flex_column av-696k94t-e34808acf73fc181f8e05d58590c1f89 av_one_half avia-builder-el-106 el_after_av_one_half avia-builder-el-last u-padding--large--ends--desk flex_column_div av-zero-column-padding ' ><div class='hr av-5lrklp9-8776499d2141b2e2f8b15c58a9772bc7 hr-invisible avia-builder-el-107 el_before_av_image avia-builder-el-first av-small-hide av-mini-hide'><span class='hr-inner '><span class="hr-inner-style"></span></span></div> <div class='avia-image-container 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