What Is a BIMI DNS Record? A 2-Minute Look (5 BIMI DNS Record Examples)

Brand indicators for message identification (BIMI) is an email authentication standard that allows businesses and other organizations to display their brands’ logos in the sender field of outbound emails. Using a BIMI DNS record is a great way to prove the authenticity of your marketing and outreach messages while building trust that your emails haven’t been compromised after you hit “send.”

But what is a BIMI record, exactly? We’ll answer that question and explore several BIMI DNS record examples in the next 90 seconds.

What Is a BIMI Record? A Quick Definition and Explanation

In the most basic sense, a BIMI record is a small TXT record file that you can add to your domain. This is done through your domain name system (DNS) hosting platform. Each domain’s BIMI DNS record consists of three specific components known as tags, which contain tag values. These values provide the info that email receivers use to display your logo to the emails sent from your domain.

Wondering what it looks like? Here’s a quick peek at a BIMI DNS record example:

Screenshot example of a BIMI DNS record from bimigroup.com's BIMI Inspector tool — *Image caption: A screenshot of TheSSLstore.com’s BIMI record as it appears using the bimigroup.com’s BIMI Inspector tool.*

The 3 Components That Make Up BIMI DNS Records

A BIMI record contains three key pieces of information:

version tag: This value specifies the version of the BIMI standard you’re using (i.e., v=BIMI1).
logo tag: The logo tag value specifies the URL where your brand’s BIMI-compliant logo file is stored (i.e., l=https://list/the/full/path/to/your/SVG/file/logo.svg). This is typically a Verified Mark Certificate (VMC) for trademarked logos and a Common Mark Certificate (CMC) for modified trademark or prior use logos.
assertion tag: This specifies shares the URL where your domain’s Mark Certificate is hosted (i.e., https://list/the/full/path/to/your/certficate/vmc.pem).

NOTE: Both the SVG file for the logo and the Mark Certificate file must be publicly accessible and shared via secure, encrypted connections. This means each file’s URL must start with “HTTPS.”

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Want to Learn More About How to Set Up a BIMI Record?

Take a closer look at how to create a BIMI record in just three steps.

5 Quick BIMI DNS Record Examples from Popular Brands

Want to see some real-world examples of BIMI records? We’ve got you covered.

Amazon

v=BIMI1;l=https://d3frv9g52qce38.cloudfront.net/amazondefault/order_1152306678_logo.svg;a=https://d3frv9g52qce38.cloudfront.net/amazondefault/amazon_web_services_inc_2025.pem

Image caption: This first example demonstrates what an email recipient sees when an email uses a BIMI logo with a Verified Mark Certificate. The popup message in the second half of the example shows what the recipient sees when they click on the verified blue checkmark.

Apple

v=BIMI1;l=https://www.apple.com/bimi/v2/apple.svg;a=https://www.apple.com/bimi/v2/apple.pem;

Chase

v=BIMI1;l=https://vmc.digicert.com/56fc8a64-c1ec-48b1-9f70-ae068ebbe8d0.svg;a=https://vmc.digicert.com/56fc8a64-c1ec-48b1-9f70-ae068ebbe8d0.pem

CVS

v=BIMI1; l=https://def0a2r1nm3zw.cloudfront.net/bimi_asset_2f16699df30a069c3d0646c6b5bc0844.svg; a=https://def0a2r1nm3zw.cloudfront.net/bimi_cert_60bf577e6b806c25406e8b1f0071b51e.pem

DigiCert

v=BIMI1; l=https://vmc.digicert.com/721f074c-2137-4e32-b428-6028b7c9a028.svg; a=https://vmc.digicert.com/721f074c-2137-4e32-b428-6028b7c9a028.pem