BIMI Group explains sender-specific logos with the lps tag
July guidance explains how DNS can select different BIMI logos for addresses on one domain, with support depending on the receiving provider.
What the guidance covers
On 23 July 2026, the BIMI Group published guidance on the lps (Local-part as Selector) tag. It describes selecting a logo from the sender address through DNS, without adding a BIMI-Selector header to outgoing messages.
This can help organisations that want separate branding for marketing and support addresses on the same domain, or want to limit logo display to selected addresses.
What to check before using it
Receiver support is still developing. A provider that does not implement lps ignores it and evaluates the standard BIMI record, so the default record still matters.
Before changing production DNS, verify support with your target mailbox providers and test the intended sender addresses. The guidance explains an existing mechanism; it does not announce universal inbox support or a new requirement for senders.