Brand Indicators for Message Identification

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Brand Indicators for Message Identification, or BIMI (pronounced: Bih-mee), is a specification allowing for the display of brand logos next to authenticated e-mails. There are two parts to BIMI: a method for domain owners to publish the location of their indicators, and a means for Mail Transfer Agents (MTAs) to verify the authenticity of the indicator.[1][2]

To implement BIMI, companies need a valid DMARC DNS record with a policy of either quarantine or reject, an exact square logo for the brand in SVG Tiny P/S format,[3] and a DNS TXT record for the domain indicating the URI location of the SVG file. The only supported transport for the SVG URI is HTTPS.[1] The BIMI DNS record is in the following format:

default._bimi TXT "v=BIMI1; l=;"


A working group of several companies named "BIMI Group" has formed to develop and support standardization of BIMI in IETF.[4][5]

As of the October 3, 2020 the following e-mail services are implementing support for BIMI:[6]

Gmail began displaying verified trademarked logos on emails in July 2021.[7]


  1. ^ a b "Brand Indicators for Message Identification (BIMI) Draft". Internet Engineering Task Force. IETF Trust. Retrieved 26 July 2021.
  2. ^ "BIMI Up, Scotty! A look at Brand Indicators for Message Identification (BIMI) Adoption with R and the Alexa Top 1m". Security Boulevard. 2020-02-21. Retrieved 2021-02-08.
  3. ^ "Implementation Guide". BIMI Group. Retrieved 9 February 2021.
  4. ^ "BIMI Working Group". BIMI Group. BIMI Group. Retrieved 8 February 2021.
  5. ^ "Google's Gmail Is Getting Support For A New Email Feature That Allows Brands To Display Their Logos In The Avatar Slot". Retrieved 2021-02-08.
  6. ^ "BIMI Adoption – October 2020". BIMI Group. Retrieved 9 February 2021.
  7. ^ Kumaran, Neil (2021-07-12). "Advancing email security for Gmail and beyond with BIMI". Google Workspace. Retrieved 2021-07-12.