Definition
BIMI (Brand Indicators for Message Identification) displays a verified brand logo next to your email in supporting inboxes. The logo shows only for messages that pass DMARC, and the certificate level determines how broadly the logo is supported.
There are generally three VMC states: self-asserted, where you publish a logo without a verified certificate; pending, where a certificate is in progress; and verified, where a VMC authority has certified the logo.
Choosing the right VMC level depends on your goals and budget. Self-asserted logos work in some providers, while Gmail requires a verified certificate. Because BIMI only displays on DMARC-passing mail, authentication must be solid before logos appear.
How VMC Levels Affect Logo Display
Gmail requires a verified VMC to display your logo, while other providers may accept self-asserted logos.
Verified VMCs cost more and require validation but give the broadest, most trustworthy display.
Why It Matters
BIMI VMC levels determine whether your logo shows in the inbox, which builds recognition and trust. Understanding the levels helps you choose the right investment for your brand.
Best Practices
- Start with BIMI logo records and self-asserted mode.
- Upgrade to a verified VMC for maximum compatibility.
- Validate logo file size and format requirements.
- Start with a self-asserted BIMI record and validate your logo file.
- Upgrade to a verified VMC for Gmail support.
- Ensure DMARC passes before worrying about BIMI display.
- Keep your logo within the required size and format limits.
- Monitor where your logo actually appears across clients.
Was this useful?
Related Glossary Terms
Apple App Password (Email)
An Apple app password is a generated, app-specific password used to sign into an email account through clients that do not support two-factor authentication.
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.
Brand Entity (Email)
A brand entity is how AI and search systems identify your brand as a distinct, trustworthy thing with attributes, and a consistent email identity strengthens it.
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.
Frequently Asked Questions
A Verified Mark Certificate that authenticates your logo for display next to authenticated email. Choosing the right VMC level depends on your goals and budget.
For Gmail display, yes. Other providers may show self-asserted logos. Self-asserted logos work in some providers, while Gmail requires a verified certificate.
Typically self-asserted, pending, and fully verified certificate states. Because BIMI only displays on DMARC-passing mail, authentication must be solid before logos appear.
It varies by issuer and typically involves an annual fee plus validation. Choosing the right VMC level depends on your goals and budget.
Yes, logos display only on mail that passes DMARC, so authentication comes first. Self-asserted logos work in some providers, while Gmail requires a verified certificate.