It’s official: Dashlane recently got a Brand Indicator for Message Identification (BIMI). Even if you haven’t heard of this term before, you’ve probably seen them in the wild. BIMIs are an important stamp of authenticity for the digital age. Let’s take a look at what they are and why they matter.
What is a Brand Indicator for Message Identification?
A Brand Indicator for Message Identification (BIMI) is the standardized way of discovering and publishing each brand’s preferred logo beside its email address, confirming that you are who the logo in your organization’s email address says you are.
Before receiving a BIMI, your logo must be registered as a trademark. A logo that is a registered trademark is harder to spoof or forge because it’s verified by the trademark organization. BIMIs also rely on a verified mark certificate (VMC) to confirm the identity of a domain sending an email. Thus, BIMIs add another layer of legitimacy to logo use in email communications, preventing spammers and malicious users from using brand logos they don't own.
Where can I see BIMIs?
The ways in which BIMIs show up on devices vary by email client. They’re currently supported by a variety of providers, including Google, Fastmail, and Yahoo. An easy way to see whether a business is using a BIMI is to pull up your Gmail inbox on your phone and scroll through your emails. If the circle on the left has the sender’s logo in it, that indicates the company has a BIMI, and it’s an official brand communication. On desktop, you will see a blue check icon.
You may be wondering whether someone could simply spoof this by uploading the logo as a photo on their Gmail account. Fortunately, this wouldn’t achieve the same effect as a BIMI. More authentication happens behind the scenes to verify the sender is valid, and many email systems also have protocols in place to flag such logo-spoofed emails that lack the proper authentication.
Why are BIMIs important?
With the rise of phishing attacks and fake information on the internet, it’s not always easy to tell what’s real and what isn’t. Organizations like BIMI and the FIDO Alliance are working to make online authentication better for everyone—and harder for cybercriminals. In a world of impersonation and uncertainty, BIMIs add a reliable layer of legitimacy to business communications.
If you’re interested in starting the BIMI implementation process for your organization, their official website has a detailed guide on authentication and acquiring a BIMI. Otherwise, just keep an eye out for the official Dashlane logo in our email communications. Stay secure, stay aware, and you’ll stay off the phishing hook.
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