What is BIMI and how does it work? Give your emails a face (and a checkmark)
Imagine this: you open your inbox and, amidst all the textual senders, you suddenly see the colorful logo of a well-known brand, even before you open the email. That is no coincidence; that is BIMI.
In a world where phishing and spam are commonplace, companies are constantly looking for ways to stand out and prove that they are trustworthy. BIMI is the new standard that does exactly that.
What is BIMI?
BIMI stands for Brand Indicators for Message Identification. It is an email standard that makes it possible to display your officially registered company logo next to your emails in the recipient's inbox (like in Gmail or Apple Mail).
It is essentially the "blue badge" of the email world.
How does it work technically?
BIMI does not work in isolation; it is the crowning achievement of good email security. To use BIMI, your website must have gone through three fundamental security steps:
SPF (Sender Policy Framework): Who is allowed to send emails on your behalf?
DKIM (DomainKeys Identified Mail): A digital signature that proves the email has not been altered.
DMARC (Domain-based Message Authentication): Instructions to the recipient on what to do if the email fails the verification process.
You can only create a BIMI record once your DMARC policy is set to 'quarantine' or 'reject' (strict enforcement). This record points to a special file containing your logo (in .svg format).
The benefits for your business
1. Instant brand recognition
Your logo is visible even before the email is opened. In an overcrowded inbox, this leads to a massive increase in your Open Rate.
2. Unadulterated trust
Because BIMI only works with strict DMARC security, recipients (and their mail providers) know with 100% certainty that the email really comes from you. This significantly reduces the risk of phishing.
3. Professional appearance
Major players like Google and Apple support BIMI. By displaying your logo there, your brand projects the same authority as large multinationals.
Do you need a VMC?
For some providers (such as Gmail), a Verified Mark Certificate (VMC) is required in addition to BIMI. This is a digital certificate that proves you have legal ownership of the logo. It is the ultimate verification.
Please note: VMC certificates typically cost €1,000–1,500 per year (e.g., DigiCert €1,199, Entrust €1,199; prices verified as of December 10, 2025) and are only available for registered trademarks. Yahoo Mail displays BIMI logos even without a VMC. Gmail requires a VMC in accordance with Google’s BIMI guidelines.
DNS implementation
BIMI records look like BIMI componenten
Tag | Description | Required |
|---|---|---|
| BIMI version | ✅ Yes |
| URL to SVG logo | ✅ Yes |
| URL to VMC certificate | ⚠️ For Gmail |
Conclusion
BIMI is the future of email. It combines rock-solid security with powerful marketing. At Mediawax, we not only help you design your digital identity, but we also ensure that it is technically perfectly configured in your customers' inboxes.
