BIMI: the New Word in Email Authentication

Brand Indicators for Message Identification (BIMI) is an email-authentication standard that uses a DNS TXT record to associate a verified brand logo with authenticated email, allowing supporting inbox providers to display that logo beside messages. It is intended to supplement SPF, DKIM, and DMARC by making impersonation more visible to recipients while also strengthening brand recognition. Eligibility generally requires a properly configured DMARC policy set to quarantine or reject, authenticated sending infrastructure, a positive sending reputation, and a Verified Mark Certificate tied to a registered trademark and matching logo. Organizations publish an SVG logo at a public HTTPS address and add a BIMI DNS record referencing it. Support has been pursued by providers including Gmail, Yahoo, Fastmail, and others, although adoption remains incomplete and Microsoft had not announced support at the time described. The material also cites survey findings suggesting that visible logos can improve email opens, purchase intent, and brand recall, while noting that BIMI may encourage broader adoption of stricter DMARC protections.

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