Summary
BIMI logos may not appear in Gmail due to various factors, despite correct configuration. Gmail's algorithms control logo display, and issues may arise from SPF, DKIM, or DMARC misconfigurations, invalid VMC certificates, improper logo formatting, or sender reputation issues. Gmail sometimes pauses BIMI to address security concerns. A DMARC policy enforcing 'quarantine' or 'reject' is crucial, and the sender must meet specific standards through BIMI and VMC validation to be recognized as trustworthy.
Key findings
- Gmail Control: Gmail's algorithms ultimately decide whether to display BIMI logos.
- Authentication is Key: Valid SPF, DKIM, and DMARC records are crucial for BIMI; misconfiguration prevents display.
- VMC Requirement: A valid and up-to-date Verified Mark Certificate (VMC) is essential.
- Logo Formatting: Correct SVG format and proper centering are necessary.
- Sender Reputation: Gmail considers sender reputation; low reputation decreases the likelihood of logo display.
- Temporary Pauses: Gmail may temporarily pause BIMI to address security concerns.
- DMARC Enforcement: Implementing a DMARC policy (quarantine/reject) is essential.
Key considerations
- DNS Record Validation: Double-check and validate SPF, DKIM, and DMARC DNS records.
- VMC Validity: Ensure the VMC is valid, issued by a recognized authority, and not expired.
- Logo Formatting: Verify the logo is in the correct SVG format, properly sized, and centered.
- Reputation Monitoring: Monitor and improve sender reputation.
- Security Awareness: Be aware that Gmail may temporarily disable BIMI due to exploits.
- DMARC Configuration: Ensure the DMARC policy is correctly configured.
What email marketers say
11 marketer opinions
BIMI logos may not display in Gmail due to a variety of factors, even if all configurations appear correct. These factors range from temporary glitches or A/B testing on Gmail's end to issues with sender authentication (SPF, DKIM, DMARC), VMC certificate validity, logo formatting (SVG), and sender reputation. Gmail's algorithms ultimately control the display, making it a privilege contingent on various signals, not a guaranteed outcome.
Key opinions
- Gmail Control: Gmail's algorithms ultimately decide whether to display BIMI logos, irrespective of correct configuration.
- Authentication: Valid SPF, DKIM, and DMARC records are crucial for BIMI to function. Incorrect setup prevents logo display.
- VMC Validity: A valid and up-to-date Verified Mark Certificate (VMC) is essential, as Gmail checks for expiration or revocation.
- Logo Format: The logo must be in the correct SVG format and properly centered.
- Sender Reputation: Gmail considers sender reputation; low reputation or engagement decreases the likelihood of logo display.
- Temporary Issues: Gmail might temporarily pause BIMI display for testing, due to glitches, or to address security concerns.
Key considerations
- DNS Records: Double-check and validate SPF, DKIM, and DMARC DNS records.
- VMC Certificate: Ensure the VMC is valid, issued by a recognized authority, and not expired.
- Logo Formatting: Verify the logo is in the correct SVG format, properly sized, and centered.
- Sender Reputation: Monitor and improve sender reputation and engagement metrics.
- Troubleshooting Tools: Use email deliverability testing tools (e.g., Mail-Tester) to identify underlying issues.
- Gmail Algorithm: Understand that even with perfect setup, Gmail's algorithms may still prevent logo display.
Marketer view
Marketer from Email Geeks explains that if and how a logo displays is completely up to the MUA, mentioning that there seems to be a misconception that just because a BIMI logo has been published it must be displayed everywhere. If a brand publishes a logo they simply tell the mbp/mua that they have one and it can be used. Whether it ends up being shown is up to the application and can hinge one many factors.
14 Sep 2021 - Email Geeks
Marketer view
Email marketer from Email on Acid explains that to get BIMI working ensure your VMC is valid and up to date as Gmail will do checks that the certificate is not expired or revoked. Expired certificates mean that Gmail will not show the logo.
26 Jul 2024 - Email on Acid
What the experts say
3 expert opinions
BIMI logos might not show in Gmail due to a few key reasons. First, Gmail sometimes pauses BIMI to address security exploits, as happened in June 2023. Second, implementing BIMI with a DMARC policy enforcing 'quarantine' or 'reject' is critical, as this enhances brand visibility. In addition, BIMI and the VMC gives assurances that the sender has met certain standards to be recognised as a trusted sender.
Key opinions
- Gmail Pauses: Gmail temporarily disables BIMI to address security vulnerabilities.
- DMARC Policy: Implementing BIMI with a DMARC policy ('quarantine' or 'reject') is crucial for enhanced brand visibility in Gmail.
- Sender Assurance: BIMI and VMC validation gives confirmation that the sender has met a standard and can be trusted
Key considerations
- Security Exploits: Be aware that Gmail may temporarily disable BIMI due to exploits.
- DMARC Setup: Ensure DMARC policy is set to 'quarantine' or 'reject' for optimal BIMI benefits.
- VMC standard: Ensure you meet the standard of BIMI and VMC
Expert view
Expert from Word to the Wise, Laura Belgray, explains that implementing BIMI with a DMARC policy enforcing quarantine or reject provides additional benefits, including enhanced brand visibility in the inbox. Also BIMI and VMC gives a proof of who the email sender is and that they have met certain standards to secure the brand.
3 Mar 2025 - Word to the Wise
Expert view
Expert from Email Geeks says that BIMI logos seem to be on pause at Gmail. Al mentions that in the past, Gmail has temporarily turned off BIMI logos while addressing exploits or potential exploits, referencing a blog post from spamresource.com.
5 Oct 2023 - Email Geeks
What the documentation says
4 technical articles
BIMI logos require specific authentication protocols and logo verification to display in Gmail. Senders must authenticate emails with SPF or DKIM and enforce a DMARC policy of 'quarantine' or 'reject'. A Verified Mark Certificate (VMC) is mandatory, validating the logo as a registered trademark and providing added security. While BIMI provides the framework, the final decision rests with Gmail, and logo display isn't guaranteed.
Key findings
- Authentication Required: SPF or DKIM email authentication is mandatory for BIMI logo display in Gmail.
- DMARC Enforcement: A DMARC policy of 'quarantine' or 'reject' must be in place.
- VMC is Essential: A Verified Mark Certificate (VMC) is a prerequisite for BIMI logo display.
- Trademark Verification: The logo must be a registered trademark, validated through a VMC.
- Gmail Discretion: Gmail ultimately decides whether to display BIMI logos, regardless of correct setup.
Key considerations
- Authentication Setup: Ensure SPF or DKIM is correctly configured for your domain.
- DMARC Policy: Implement a DMARC policy with 'quarantine' or 'reject' enforcement.
- VMC Acquisition: Obtain a Verified Mark Certificate (VMC) from an authorized provider.
- Trademark Registration: Register your logo as a trademark to qualify for a VMC.
- Display Guarantee: Understand that BIMI adoption doesn't guarantee logo display in Gmail.
Technical article
Documentation from BIMI Group explains that while BIMI adoption is growing, the display of logos is still at the discretion of each mailbox provider. Gmail actively participates in BIMI but may not always show the logo due to factors like algorithm changes, A/B testing, or internal policies. The BIMI standard provides the framework, but the ultimate decision rests with the email client.
15 Feb 2024 - BIMI Group
Technical article
Documentation from DigiCert explains that a Verified Mark Certificate (VMC) is required to display a BIMI logo in Gmail. The VMC verifies that the logo is a registered trademark, adding an extra layer of trust and security. Without a valid VMC from an authorized provider, Gmail will not display the BIMI logo, even if other BIMI records are correctly configured.
31 May 2025 - DigiCert
Do I need a VMC for BIMI to work with Google and Gmail?
Does BIMI improve email deliverability and engagement?
How do I implement BIMI and get my logo to show in Gmail and Yahoo Mail?
How do I troubleshoot BIMI logo not showing after implementation?
What are the requirements for BIMI, and how do I troubleshoot authentication failures?
Why is my BIMI logo not showing in Gmail and other email clients?
