BIMI Setup Guide: From DMARC Enforcement to a Logo in the Inbox
BIMI is the standard that puts your logo next to your messages in the inbox. It is also the most frequently half-finished piece of email configuration I see, because the record is easy and everything around it — DMARC enforcement, the SVG profile, the certificate — is where the rules live. This is the whole path, in the order that avoids doing anything twice.
1DMARC at p=quarantine or p=reject, no pct, sp enforcingPREREQUISITE
2logo as SVG Tiny PS, square, under 32 KB, with </span><span class="chip ok">FILE</span></div><div class="chk-row"><span class="chk-name">3</span><span class="chk-val">default._bimi TXT with l= (and a=)</span><span class="chip ok">RECORD</span></div><div class="chk-row"><span class="chk-name">4</span><span class="chk-val">VMC or CMC certificate for Gmail, Apple, Yahoo</span><span class="chip warn">OPTIONAL</span></div></div><div class="g-note">Steps 1–3 take an hour. Step 4 takes a trademark and a budget.</div></div>
<h2 id="s1">Step 1: DMARC has to be enforcing</h2>
<p>Receivers will not evaluate BIMI unless the message passed DMARC and the domain's policy is <code>quarantine</code> or <code>reject</code>. If <code>pct</code> is present it must be 100 — and since it was removed in <a href="/blog/dmarc-rfc-9989">RFC 9989</a>, remove it. Gmail additionally requires the subdomain policy to be enforcing, so <code>sp=none</code> disqualifies you. If your domain is at <code>p=none</code>, the <a href="/blog/dmarc-none-to-reject">none-to-reject guide</a> comes first; there is no shortcut.</p>
<h2 id="s2">Step 2: convert the logo</h2>
<p>The format is SVG Tiny Portable/Secure, a restricted profile of SVG. The rules: root <code><svg></code> with <code>version="1.2"</code> and <code>baseProfile="tiny-ps"</code>; a <code><title></code> element directly inside it containing the brand name; no <code>x</code> or <code>y</code> attributes on the root; a square <code>viewBox</code> because Gmail crops to a circle; no scripts, external references, embedded raster images, animation or filters; and under 32 KB. Inline CSS is technically disallowed, so convert <code><style></code> blocks to presentation attributes.</p>
<p>In practice: export the logo as plain SVG from your design tool, open it in a text editor, change the <code>baseProfile</code> and <code>version</code>, add the title, delete anything that is not a shape, and check the viewBox is square. Then paste it into the <a href="/tools/bimi-checker">BIMI checker</a>'s SVG validator, which runs all of those checks in the browser. Solid backgrounds work better than transparent ones once cropped to a circle.</p>
<h2 id="s3">Step 3: host and publish</h2>
<p>Serve the file over HTTPS from a URL that does not redirect, ideally on your own domain. Then create the record:</p>
<pre style="background:var(--panel2);border:1px solid var(--line);border-radius:8px;padding:14px 16px;font-family:'IBM Plex Mono',monospace;font-size:13px;line-height:1.6;overflow-x:auto;white-space:pre-wrap;word-break:break-all;margin:16px 0">default._bimi.yourdomain.com TXT "v=BIMI1; l=https://yourdomain.com/bimi/logo.svg; a=;"</pre>
<p>An empty <code>a=</code> means "no certificate" and is valid. Re-run the checker; it reads the record, confirms DMARC, and fetches the logo if the server allows it.</p>
<h2 id="s4">Step 4: the certificate question</h2>
<p>Gmail, Apple Mail and Yahoo only display logos backed by a certificate that proves you are entitled to use the mark. A <b>Verified Mark Certificate</b> requires a registered trademark on the logo and costs on the order of $1,000–1,500 a year from DigiCert or Entrust. The newer <b>Common Mark Certificate</b> drops the trademark requirement in exchange for proof that the logo has been in use for at least a year, at a somewhat lower price. Either way you get a <code>.pem</code> file to host and reference with <code>a=https://…/vmc.pem</code>.</p>
<p>Without one, the record is valid and a handful of smaller receivers show the logo, but the three that matter do not. For a company whose brand is worth protecting the certificate is reasonable. For a cold email fleet it is not, and the practical value of BIMI there is the DMARC enforcement it forces you to complete.</p>
<h2 id="s5">Why it still does not show</h2>
<p>In rough order of frequency: DMARC not enforcing on the subdomain the mail is sent from; the message itself failing DMARC because of a non-aligned source; the SVG missing its title or carrying the wrong baseProfile; a redirect on the logo URL; the domain being too new or too low-reputation, because Gmail also applies a reputation gate that is not documented and not appealable; and finally, a certificate whose logo hash does not match the SVG that is actually being served — re-hosting a tweaked logo after the cert was issued breaks it.</p>
<div class="callout"><p>Gmail caches BIMI results. After fixing something, allow a day or two before concluding it did not work.</p></div>
<h2 id="src">Sources</h2>
<ul><li><a href="https://bimigroup.org/implementation-guide/" rel="noopener" target="_blank">BIMI implementation guide</a> — BIMI Group</li><li><a href="https://bimigroup.org/resources/SVG_PS-latest.pdf" rel="noopener" target="_blank">SVG Tiny Portable/Secure specification</a> — BIMI Group</li><li><a href="https://support.google.com/a/answer/10911320" rel="noopener" target="_blank">Set up BIMI</a> — Google Workspace Admin Help</li></ul>
<div class="bp-tools"><h4>Tools for this</h4><a href="/tools/bimi-checker" style="--cc:var(--c0);--tt:var(--t0)"><span class="ic"><svg viewBox="0 0 20 20" fill="none" stroke="currentColor" stroke-width="1.55" stroke-linecap="round" stroke-linejoin="round" aria-hidden="true"><path d="M11.6 2.6H6.2a1.6 1.6 0 0 0-1.6 1.6v11.6a1.6 1.6 0 0 0 1.6 1.6h7.6a1.6 1.6 0 0 0 1.6-1.6V6.6l-3.8-4Z"/><path d="M11.6 2.6v4h3.8"/></svg></span><span><span class="nm">BIMI checker</span><span class="ds">Record check plus SVG Tiny PS validator.</span></span></a></div>
<h2>Frequently asked questions</h2>
<div class="faq"><details><summary>Does BIMI improve deliverability?</summary><p>Not directly; receivers do not score on it. The DMARC enforcement it requires does, and a displayed logo lifts open rates in the mailboxes that show it.</p></details><details><summary>Can I use a PNG logo?</summary><p>No. SVG Tiny PS only. Convert real vector artwork rather than tracing a raster image, which produces files far over the 32 KB limit.</p></details><details><summary>Is a VMC required?</summary><p>Only for Gmail, Apple Mail and Yahoo to display the logo. The record itself is valid without one and some other receivers will show it.</p></details><details><summary>How long until the logo appears?</summary><p>Once everything is correct, typically within a day or two for Gmail. It also depends on the domain having enough reputation, which is not documented and cannot be forced.</p></details><details><summary>Can I have different logos for different mail streams?</summary><p>Yes, using selectors — a BIMI-Selector header on the message and a matching selector._bimi record. Almost nobody needs it.</p></details></div>
<h2>Keep reading</h2>
<div class="related"><a class="rel-card" href="/blog/dmarc-none-to-reject"><span class="rel-tag">DNS authentication</span><b>Moving DMARC from p=none to p=reject Without Breaking Your Own Mail</b></a><a class="rel-card" href="/blog/dmarc-rfc-9989"><span class="rel-tag">DNS authentication</span><b>The New DMARC Standard (RFC 9989): What Actually Changed</b></a><a class="rel-card" href="/blog/mta-sts-tls-rpt-setup-guide"><span class="rel-tag">DNS authentication</span><b>MTA-STS and TLS-RPT Setup Guide: Enforce Encrypted Delivery in an Afternoon</b></a></div>
</article><aside class="bp-side"><div class="bp-card"><div class="bp-au"><span class="av">TA</span><span><span class="nm">Toukir Ahmed</span><br><span class="rl">Cold email infrastructure</span></span></div><p>I run sending infrastructure for agencies and founders. These write-ups are what I learn doing it.</p><a class="bp-btn g" href="/book">Get in touch</a></div><div class="bp-card"><h4>Seeing this on your domain?</h4><p>Bring a domain and the symptom. Thirty minutes, no pitch — most people leave able to fix it themselves.</p><a class="bp-btn" href="/book">Book a call</a></div></aside></div></div><script>(function(){var ls=[].slice.call(document.querySelectorAll('.bp-toc a'));if(!ls.length)return;var hs=ls.map(function(a){return document.getElementById(a.getAttribute('href').slice(1))}).filter(Boolean);function up(){var y=window.scrollY+120,cur=0;hs.forEach(function(h,i){if(h.offsetTop<=y)cur=i});ls.forEach(function(a,i){a.classList.toggle('on',i===cur)})}addEventListener('scroll',up,{passive:true});up()})();</script>
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