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Configure email branding

Display your brand logo in recipient inboxes

Overview

Email branding allows you to display your verified brand logo beside emails in recipients' inboxes, significantly enhancing brand recognition and trust. Two main standards enable email branding: BIMI (Brand Indicators for Message Identification) and Apple Branded Mail.

Both standards help your emails stand out in crowded inboxes and provide visual verification that emails are genuinely from your brand, helping to combat phishing and improve engagement.

Benefits of Email Branding

  • Enhanced Brand Recognition: Your logo increases brand visibility at the inbox level

  • Increased Trust: Verified logos boost recipient confidence in your emails

  • Better Engagement: Recognizable branded emails can improve open rates

  • Phishing Prevention: Makes it easier for recipients to identify legitimate emails from your brand

  • Professional Appearance: Demonstrates your commitment to email security and brand consistency

Which Standard Should I Implement?

Quick Comparison

Feature
Apple Branded Mail
BIMI

Ecosystem

Apple Mail only (iOS, macOS, iCloud.com)

Cross-platform (Gmail, Yahoo, Apple Mail, etc.)

Recipient Coverage

~40% of email users

Gmail, Yahoo, and other supporting providers

Logo Format

Bitmap (PNG, JPEG, HEIF)

SVG Tiny PS

Certificate Required

No

VMC or CMC typically required

Trademark Required

No

Yes (for VMC) or 12-month use (for CMC)

Setup Time

~2 weeks

6-12 months with VMC, or weeks with CMC

Cost

Free

VMC can be expensive; CMC is free

Inbox Display

Always visible in Inbox

Varies by provider

Gmail Blue Checkmark

No

Yes (with VMC only)

Additional Benefits

Apple Maps, Wallet, Siri, Phone

Email-only

Implementation Recommendations

For Quick Wins: Start with Apple Branded Mail

  • Fastest to implement (~2 weeks)

  • No trademark or certificate requirements

  • Covers significant portion of business users

  • Free with no ongoing costs

For Comprehensive Coverage: Implement BIMI

  • Works across Gmail, Yahoo, and other major providers

  • Industry-standard approach

  • Provides Gmail blue checkmark with VMC

  • Longer setup time but broader reach

For Maximum Visibility: Implement Both

  • Apple Branded Mail covers Apple Mail users (40%+ of email market)

  • BIMI covers Gmail, Yahoo, and other providers

  • Both work together without conflicts

  • Provides the broadest possible brand visibility

Prerequisites for Both Standards

Before implementing either standard, ensure you have:

Email Authentication (Required)

Both Apple Branded Mail and BIMI require strong email authentication:

SPF (Sender Policy Framework)

Bird automatically sets up SPF for you to send mail from your email channel

DKIM (DomainKeys Identified Mail)

DMARC (Domain-based Message Authentication, Reporting & Conformance)

  • Must be configured with policy set to quarantine or reject (not none)

  • This is the most critical requirement for both standards

  • See implementation guides for detailed DMARC setup

Brand Assets

  • For Apple Branded Mail: Square logo in PNG, JPEG, or HEIF format (1024x1024 to 4864x4864 pixels)

  • For BIMI: Logo in SVG Tiny PS format, plus VMC or CMC certificate

Implementation Guides

Apple Branded Mail

Apple's proprietary standard for displaying logos in Apple Mail across iOS, macOS, and iCloud.com.

Best for:

  • Quick implementation without trademark requirements

  • Reaching Apple Mail users (significant business user base)

  • Integration with broader Apple ecosystem (Maps, Wallet, etc.)

Configure Apple Branded Mail →

BIMI (Brand Indicators for Message Identification)

Industry-wide standard supported by Gmail, Yahoo, Apple Mail, and other providers.

Best for:

  • Comprehensive cross-platform coverage

  • Gmail blue checkmark verification (with VMC)

  • Long-term standardized approach

  • Organizations with existing trademarks

Configure BIMI →

Common Questions

Do I need both Apple Branded Mail and BIMI?

For maximum brand visibility, implementing both is recommended. They work together without conflicts:

  • Apple Branded Mail covers Apple Mail users accessing any email account (Gmail, Yahoo, etc.) via Apple Mail app

  • BIMI covers users accessing Gmail, Yahoo, and other providers through their native apps and web interfaces

Which should I implement first?

Start with Apple Branded Mail if you want quick results without trademark barriers. It can be fully implemented in about 2 weeks. Then implement BIMI for broader coverage as your trademark and resources allow.

What if I don't have a trademark?

  • Apple Branded Mail: No trademark required

  • BIMI: Can use a Common Mark Certificate (CMC) instead of Verified Mark Certificate (VMC) if your logo has been in use on your website for 12 months. No trademark needed for CMC, but you won't get Gmail's blue checkmark.

Will my existing DMARC setup work for both?

Yes. Both Apple Branded Mail and BIMI require the same DMARC foundation (policy set to quarantine or reject). Once DMARC is properly configured for one standard, it will work for the other.

How long does implementation take?

  • Apple Branded Mail: Approximately 2 weeks including verification and Apple's review

  • BIMI with VMC: 6-12 months (primarily due to trademark process)

  • BIMI with CMC: 2-4 weeks if you already have 12 months of logo use

Do these work with Bird's email channel?

Yes. Bird supports both standards:

  • Bird automatically configures SPF for your email channel

  • DKIM is set up during domain verification

  • You configure DMARC in your DNS settings

  • Both standards work seamlessly with Bird's infrastructure

Next Steps

  1. Verify your email authentication is in place (SPF, DKIM, DMARC)

  2. Choose which standard(s) to implement based on your needs and timeline

  3. Follow the implementation guide for your chosen standard(s):

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