How to Update Your BIMI Logo

by | Mar 3, 2026

A brand refresh is exciting new colours, a refined wordmark, a logo that finally feels right. But if your organisation has already implemented BIMI (Brand Indicators for Message Identification), a logo change isn’t just a design exercise. It triggers a technical update process that touches your email authentication stack, your verified mark certificate, and your DNS records.

The good news: if you’ve done it once, you know the territory. The bad news: you can’t simply swap out an SVG file and call it done. This guide walks you through every step of the process so your shiny new logo shows up correctly and securely in recipients’ inboxes.

Step 1: Understand What You Already Have in Place

Before making any changes, it’s worth taking stock of your current BIMI setup. A fully implemented BIMI configuration consists of several interdependent components:

  • A DMARC policy at enforcement level (p=quarantine or p=reject)
  • An SVG Tiny PS logo file hosted at a publicly accessible URL
  • A Verified Mark Certificate (VMC) or Common Mark Certificate (CMC) issued by an authorised certificate authority
  • A BIMI DNS TXT record published at the selector subdomain of your sending domain

When your logo changes, the SVG file changes  and because your VMC or CMC is cryptographically bound to that specific SVG, the certificate becomes invalid the moment you swap in a new logo. This means the update process isn’t optional: it must be done in the right sequence to avoid authentication failures or your logo disappearing from inboxes altogether.

Start by locating your current BIMI DNS record, your certificate details (issuing CA, expiry date, and the email or account used to manage it), and the original trademark or prior use documentation that was submitted when the certificate was first issued. You’ll need that information again.

Step 2: Prepare Your Updated BIMI Logo File

BIMI has strict requirements for logo files. Your updated logo must meet the SVG Tiny PS (Portable/Secure) profile  the same standard your original logo was held to. Before anything else, ensure the new logo file is properly formatted.

  • The file must be in SVG Tiny PS format, not a standard SVG
  • The logo must be square (1:1 aspect ratio)
  • It must use a solid, opaque background
  • The file must not include scripts, animations, or external references
  • File size should remain practical for email clients to fetch (under 32KB is recommended)

Many certificate authorities and BIMI working group members offer SVG validation tools before submitting. Submitting a non-compliant SVG will delay your certificate issuance and restart the process.

Step 3: Update Your Mark Certificate

This is the most involved part of the process. Your VMC (required for Gmail’s blue checkmark and other major clients) or CMC is tied to both your domain and your specific logo file. A changed logo means a new certificate you cannot amend an existing one.

What You’ll Need to Resubmit

The certificate authority will need to re-validate your brand’s rights to the new logo. Depending on which certificate type you hold or are applying for, the documentation requirements differ:

  • For a VMC: You must provide a registered trademark that covers the updated logo. The trademark must be active, in the correct class for your business, and registered in one of the supported jurisdictions (such as the USPTO, EUIPO, or UKIPO). If your new logo differs substantially from the trademarked version, you may need to file a new trademark application before certificate issuance can proceed, a process that can take months.
  • For a CMC: You can demonstrate rights through prior use documentation rather than a registered trademark. This typically means providing evidence such as dated marketing materials, website screenshots, product packaging, or press coverage showing the logo has been used in commerce. The documentation must clearly show the updated logo, not just the previous version.

Plan for Lead Time

VMC issuance timelines vary by CA but typically range from a few days to a couple of weeks once all documentation is in order. If you’re pursuing a trademark first, factor in the registration timeline for your jurisdiction. CMC issuance tends to be faster given the lighter documentation burden, but still plans for several business days minimum.

During this window, you have two practical options: keep your old BIMI record live with the old certificate (so your original logo continues to appear) or temporarily remove the certificate reference from your BIMI record. The former is recommended where possible  it maintains inbox presence while the new certificate is prepared.

Step 4: Publish Your Updated BIMI DNS Record

Once your new VMC or CMC has been issued and your updated SVG is hosted at its URL, you’re ready to update your BIMI DNS record. This is the final step  and the most straightforward, assuming everything else is in order.

Your BIMI TXT Record Structure

A BIMI record is published as a TXT record at the following location:

  default._bimi.yourdomain.com

The record value follows this format:

  v=BIMI1; l=https://yourdomain.com/logo.svg; a=https://yourdomain.com/certificate.pem

Update both the l= (logo URL) and a= (authority/certificate URL) values to reflect your new SVG location and new certificate PEM file. If you’re hosting the certificate yourself, ensure the new PEM is accessible at its URL before updating the DNS record.

DNS Propagation and Verification

After publishing, allow time for DNS propagation; this typically takes anywhere from a few minutes to 48 hours depending on your TTL settings. Once propagated, use a BIMI inspection tool to verify the record resolves correctly, the SVG loads and validates, and the certificate is recognised by the checking tool.

Send a test email to a Gmail or Apple Mail account (both support BIMI with VMC) to confirm your updated logo appears in the inbox. Bear in mind that email clients may cache logos for a period, so allow a day or two before concluding there’s a problem.

A Few Things Worth Knowing Before You Start

  • Coordinate with your brand team early. The sooner you have a finalised, compliant SVG, the sooner the certificate process can begin.
  • Don’t let your existing certificate expire in the meantime. If your current certificate expires while you’re waiting for a new one, your logo will disappear from inboxes even if the DNS record is still live.
  • Use a staging selector if you want to test. You can publish a second BIMI record using a named selector (e.g. test._bimi.yourdomain.com) to test the new setup before cutting over.
  • Keep your documentation organised. The trademark or prior use documents you submit become the reference point for future renewals or updates. Store them somewhere accessible.

Conclusion

Updating a BIMI logo after a rebrand is a multi-step process, but it’s a manageable one. The core sequence is always the same: prepare a compliant SVG, obtain a new certificate backed by fresh trademark or prior use evidence, then update your DNS record to point to both. Get those three things right and your new logo will appear  verified and trusted  in every inbox that supports BIMI.

If you’re working through a rebrand and need help preparing your SVG file, gathering prior use documentation, or coordinating the certificate application, reaching out to your CA or a BIMI specialist early will save you time on the other side.