Definition
BIMI validity is the condition under which a domain's BIMI record is considered valid by a mailbox provider, allowing the brand's logo to display in the inbox. Validity is not automatic: the record, the logo file, the certificate, and the domain's authentication policy must all satisfy specific requirements. If any requirement fails, the logo simply does not render.
How It Works
BIMI validity depends on a chain of checks performed by the receiving provider:
- The domain must have a published BIMI record at
default._bimi.<domain>. - The domain's DMARC policy must be at
p=quarantineorp=reject; ap=nonepolicy fails validity. - The message must pass DMARC authentication.
- The logo referenced by the record must be a compliant SVG Tiny 1.2 file, square and below the size limit.
- For most providers, the logo must be accompanied by a Verified Mark Certificate (VMC) proving trademark ownership.
The strictest requirement is DMARC enforcement, which exists to ensure only genuinely authenticated domains can claim a brand logo. This ties BIMI validity directly to a domain's overall authentication posture.
Why It Matters
BIMI validity functions as an incentive to adopt strong email authentication. A domain cannot earn its logo without first enforcing DMARC, so implementing BIMI drives better authentication even though the logo itself is purely cosmetic.
For brands, validity matters because:
- A partially configured BIMI record that fails validity produces no logo and no benefit.
- Common failure points — a
p=noneDMARC policy or a non-compliant SVG — are easy to overlook. - The VMC requirement means validity also depends on trademark verification, not just technical configuration.
Validity is checked per message and per provider. A domain can be valid at one provider and not another if that provider applies different rules, such as whether a VMC is required.
Example
A retailer publishes a BIMI record and an SVG logo, but its DMARC policy is still p=none. The logo does not display. After the retailer moves DMARC to p=reject, obtains a VMC, and validates the SVG, the logo begins appearing in supported inboxes.
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Related Glossary Terms
Email Authentication Protocols
Email authentication protocols are technical standards that verify the identity of an email sender, helping mailbox providers distinguish legitimate mail from spam and phishing.
BIMI
BIMI (Brand Indicators for Message Identification) is an email standard that allows brands to display their logo next to their emails in supported email clients. It requires DMARC enforcement at quarantine or reject policy.
DKIM Alignment
DKIM alignment is the DMARC requirement that the domain in the From header matches the domain in the DKIM signature, confirming the visible sender domain is authenticated.
DKIM (DomainKeys Identified Mail)
DKIM (DomainKeys Identified Mail) is an email authentication method that uses digital signatures to verify that an email was not tampered with during transit and comes from a authorised domain.
DMARC Aggregate Report
A DMARC aggregate report is a machine-readable XML summary that receiving mail servers send to domain owners daily to show authentication results for their email traffic.
DMARC Alignment
DMARC identifier alignment determines whether the domain in the From header matches the domains used in SPF and DKIM authentication. Strict or relaxed.
Frequently Asked Questions
The most common reasons are a DMARC policy below `p=quarantine`, a non-compliant SVG file, a missing or invalid VMC, or a BIMI record with a syntax error. Check each requirement in sequence.
Not directly. BIMI is a visual feature. However, achieving validity requires DMARC enforcement, which does improve deliverability through stronger authentication.
It depends on the provider. Gmail requires a VMC, while some providers may display logos without one. To ensure validity across the largest providers, a VMC is effectively required.
Yes. The record can be valid while individual messages fail DMARC, or a provider may choose not to display the logo. BIMI validity is necessary but not sufficient for display.