Why is my BIMI logo broken in Gmail and how can I fix it?
Michael Ko
Co-founder & CEO, Suped
Published 6 Aug 2025
Updated 17 Aug 2025
9 min read
Seeing a broken logo where your Brand Indicators for Message Identification (BIMI) logo should be in Gmail can be frustrating, especially when you've invested time in setting it up. This issue often points to underlying misconfigurations or unmet requirements rather than just a broken image file. While it might appear as a simple display error, the root cause usually lies deeper in your email authentication and domain setup.
Getting your brand logo to display consistently in email inboxes, particularly in Gmail, requires meticulous attention to several technical details. It's not just about uploading an image, it's about proving your legitimacy as a sender through robust email authentication protocols. Let's explore the common culprits behind a broken BIMI logo in Gmail and how to fix them.
Understanding BIMI basics
BIMI, or Brand Indicators for Message Identification, is an email specification that allows organizations to display their brand logo next to their authenticated emails in supporting inboxes. Its primary goal is to enhance trust and brand recognition, making it easier for recipients to identify legitimate senders and deter phishing attacks. For BIMI to work, your domain must pass stringent email authentication checks.
The cornerstone of BIMI is a properly configured and enforced DMARC (Domain-based Message Authentication, Reporting, and Conformance) policy. This means your DMARC record for the sending domain (and often, the organizational root domain) must be set to p=quarantine or p=reject, indicating that you're actively protecting your domain against unauthorized use. Alongside DMARC, Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) must also be correctly set up and aligned.
For Gmail specifically, an additional requirement often comes into play: a Verified Mark Certificate (VMC). A VMC is a digital certificate that authenticates your ownership of a trademarked logo. While some mailbox providers might display a BIMI logo without a VMC, Gmail typically requires it to show your logo and the associated blue verified checkmark. This is a critical distinction, as it adds an extra layer of trust and verification.
Key BIMI dependency
BIMI's ability to display your logo hinges entirely on the successful implementation of strong email authentication protocols. Without a robust DMARC policy at enforcement, along with correctly configured SPF and DKIM, your BIMI logo will not appear, regardless of other settings.
Common reasons for broken BIMI logos
One of the most frequent reasons for a broken (or missing) BIMI logo in Gmail is an insufficient DMARC policy. If your DMARC record is set to p=none, Gmail will often not display your logo because it indicates a monitoring-only policy, not an enforcement one. Furthermore, if you are sending from a subdomain, your organizational root domain may also need to be at an enforcement policy for Gmail to display the logo. This is a common oversight that can easily derail your BIMI efforts.
As mentioned, Gmail often requires a VMC. If you do not have one, your BIMI logo will likely not appear, even if all your authentication records are otherwise correct. A broken or invalid VMC, or one that has expired, will also prevent your logo from displaying correctly. It's crucial to ensure your VMC is current and properly linked in your BIMI DNS record.
The SVG image file itself can also be a source of problems. If the logo's URL is inaccessible, broken, or hosted on an insecure http:// link instead of https://, mail servers will not be able to fetch it. Additionally, the SVG (Scalable Vector Graphics) file must adhere to specific formatting requirements, such as being an SVG Tiny PS format, having a square aspect ratio, and being hosted securely. Any deviation can lead to display issues.
Common problems
DMARC policy: Set to p=none or p=quarantine on the organizational root domain.
VMC absence: No Verified Mark Certificate obtained or it is expired.
SVG issues: Incorrect format (not SVG Tiny PS), insecure URL (HTTP), or inaccessible image hosting.
Reputation: Low sender reputation leading to suppression of BIMI logo by mailbox providers.
Solutions
DMARC enforcement: Transition your DMARC policy to p=quarantine or p=reject for both sending and root domains.
Get a VMC: Obtain a Verified Mark Certificate from an accredited provider.
Validate SVG: Ensure your logo is in SVG Tiny PS format, served via HTTPS, and publicly accessible.
Improve deliverability: Maintain a healthy sending reputation and avoid email blocklists (or blacklists).
Even with perfect technical configuration, a poor sender reputation can impact BIMI logo display. Mailbox providers, including Gmail, assess your sending history and engagement metrics. If your emails frequently land in the spam folder, or if your domain is on a public blocklist (or blacklist), they may choose not to display your logo as a protective measure against perceived untrustworthy senders. This emphasizes the need for continuous monitoring of your email deliverability and sender reputation.
Troubleshooting steps for Gmail
The first step is to confirm that your DMARC policy is robust enough. For your BIMI logo to show up consistently in Gmail, the DMARC policy for your sending domain, and often your organizational root domain, must be set to either p=quarantine or p=reject. If it's still at p=none, you'll need to work on transitioning it. You can learn more about how to safely transition your DMARC policy to an enforcement level.
If you don't have a VMC, or if it's expired, you will need to obtain one from a trusted Certificate Authority. This process involves proving ownership of your trademarked logo. Ensure the VMC is correctly linked in your BIMI DNS record and that it remains valid. This is a non-negotiable step for reliable BIMI display in Gmailas highlighted by the BIMI Group.
Your SVG logo file and its hosting environment must meet specific technical requirements. If the logo isn't appearing, verify the following:
Secure hosting: The SVG file must be hosted on a secure web server accessed via HTTPS. An http:// URL will cause it to break.
SVG format: The logo must be in SVG Tiny PS format. Other SVG formats might not be supported. You can check your SVG using a BIMI audit tool.
Accessibility: Ensure the URL is publicly accessible and not blocked by firewalls or bot protection. Email providers need to fetch the image.
Image dimensions: While not strictly a broken image issue, some providers have recommended dimensions (e.g., at least 96x96 pixels for Gmail). Ensure it's square.
Beyond BIMI: ensuring consistent display
Even with a perfectly configured BIMI record and a valid VMC, there's no absolute guarantee your logo will always display. Mailbox providers, including Google, make their own decisions based on a multitude of factors, with sender reputation being paramount. A poor reputation can lead to your emails being directed to spam folders, and consequently, your BIMI logo being suppressed. Regularly monitoring your deliverability and proactively addressing any issues with spam rates or blacklists (or blocklists) is vital.
Maintain a healthy sending reputation by ensuring your email campaigns are engaging, relevant, and sent to clean, opted-in lists. High bounce rates, low engagement, or spam complaints can quickly degrade your reputation, affecting not just your BIMI logo display but overall inbox placement. Continuous blocklist monitoring and prompt delisting requests are also crucial if your IP or domain gets flagged. You can learn more about how email blacklists actually work to better manage this aspect.
It's also important to distinguish between a BIMI logo and a Google Account avatar. Sometimes, a logo appears in Gmail because it's linked to the sender's personal Google profile, not due to BIMI implementation. This can lead to confusion if a logo appears for some recipients but not others, or if it's a broken image, because it's not the VMC-authenticated BIMI logo. If you're seeing inconsistent displays, ensure you're troubleshooting the correct logo source.
Feature
BIMI logo
Google account avatar
Display mechanism
Controlled by DNS record and VMC
Controlled by individual user's Google profile image
Authentication
Requires DMARC enforcement, SPF, DKIM, and VMC (for Gmail)
No specific email authentication requirements
Consistency
Appears for all recipients when properly configured
May only appear for contacts or within specific contexts
Bringing it all together
A broken BIMI logo in Gmail is usually a symptom of a deeper issue related to your email authentication setup or sender reputation. While it can be tempting to focus solely on the image itself, the solution almost always involves revisiting your DMARC policy, validating your VMC, and ensuring your SVG logo meets all technical specifications. Remember, Gmail's strict requirements mean that all these pieces must align perfectly.
By systematically checking each of these areas, from DMARC enforcement on your root domain to the precise formatting of your SVG and the validity of your VMC, you can diagnose and resolve most issues preventing your BIMI logo from displaying correctly. Consistent monitoring and adherence to best practices will help ensure your brand's logo appears reliably, building trust and recognition with your audience.
Views from the trenches
Best practices
Ensure your DMARC policy is set to p=quarantine or p=reject on your root domain.
Obtain and maintain a valid Verified Mark Certificate (VMC) for your trademarked logo.
Host your SVG Tiny PS logo file securely via HTTPS and ensure it's publicly accessible.
Common pitfalls
Leaving DMARC policy at p=none on the root domain, even if subdomains are enforced.
Using an SVG file that doesn't meet the specific SVG Tiny PS format requirements.
Hosting your BIMI logo on an insecure HTTP link or a server that blocks access.
Expert tips
Always test your BIMI implementation with a BIMI audit tool before widespread deployment.
If your logo is trademarked, prioritize getting a VMC as it's key for Google's verified badge.
Be patient, as DNS changes and BIMI propagation can take some time to update across systems.
Expert view
Expert from Email Geeks says that Gmail may not be able to fetch the image, which can lead to a broken logo display.
2023-08-23 - Email Geeks
Expert view
Expert from Email Geeks says that if there is no VMC, the logo is likely a corrupt avatar image from a Google Account, not a BIMI logo.
Gmail can be frustrating, especially when you've invested time in setting it up. This issue often points to underlying misconfigurations or unmet requirements rather than just a broken image file. While it might appear as a simple display error, the root cause usually lies deeper in your email authentication and domain setup.
Gmail specifically, an additional requirement often comes into play: a Verified Mark Certificate (VMC). A VMC is a digital certificate that authenticates your ownership of a trademarked logo. While some mailbox providers might display a BIMI logo without a VMC, Gmail typically requires it to show your logo and the associated blue verified checkmark. This is a critical distinction, as it adds an extra layer of trust and verification.
