Seeing your brand's logo next to your emails in a recipient's inbox can significantly boost trust and recognition. That's the promise of Brand Indicators for Message Identification (BIMI). While the concept seems straightforward, many organizations find their BIMI logo isn't displaying in Gmail even after what seems like a perfect setup. It's a common frustration, and I often hear from businesses wondering why their efforts aren't yielding the desired visual presence.
The issue often stems from a combination of technical configurations, compliance with specific mailbox provider requirements, and the sender's overall reputation. It's not always about a single, obvious error. Sometimes, subtle details can prevent your logo from appearing. Let's delve into the primary reasons your BIMI logo might not be showing up in Gmail and how you can troubleshoot these issues.
Core BIMI requirements and DNS
BIMI is built upon a strong foundation of email authentication protocols, particularly DMARC, SPF, and DKIM. For your BIMI logo to display, your email domain must consistently pass DMARC authentication, and your DMARC policy needs to be set to enforcement (either `p=quarantine` or `p=reject`). A `p=none` policy, while useful for monitoring, won't enable BIMI.
The BIMI record itself is a DNS TXT record that points to your logo's SVG file and, if applicable, your Verified Mark Certificate (VMC) or Common Mark Certificate (CMC). This record needs to be accurately published in your domain's DNS. A common mistake is publishing the record on a subdomain when it should be at the organizational (root) domain, especially if DMARC inheritance is expected. Even slight misconfigurations, like an incorrect URL for the logo or certificate, can prevent Gmail from fetching and displaying your logo.
DNS propagation can also play a role. After publishing or updating your BIMI record, it can take up to 48 hours for changes to fully propagate across the internet. During this period, some mail servers might still see the old record or no record at all, leading to inconsistent logo display.
BIMI DNS record example
BIMI DNS TXT RecordDNS
default._bimi.yourdomain.com IN TXT "v=BIMI1; l=https://yourdomain.com/bimi/logo.svg; a=https://yourdomain.com/bimi/certificate.pem;"
Make sure your logo (SVG) and certificate (PEM) URLs are publicly accessible and correctly referenced in the BIMI record. Also, ensure the DNS record is published at the correct hostname for your domain.
Verified Mark Certificates and Common Mark Certificates
For your BIMI logo to appear in Gmail, particularly with the coveted blue checkmark, you typically need a Verified Mark Certificate (VMC). A VMC provides cryptographic proof that your organization legally owns the trademarked logo you're trying to display. Without it, Gmail is less likely to show your logo, especially for bulk senders.
However, Google recently expanded its BIMI support to include Common Mark Certificates (CMCs) for non-trademarked logos. While CMCs make BIMI more accessible, they do not provide the blue checkmark that VMCs do. If you're expecting the blue checkmark and only have a CMC, that could be why it's not appearing.
Even with a VMC or CMC, specific details matter. The certificate itself must be valid, unexpired, and correctly issued by an accredited Certificate Authority. Furthermore, Google has particular requirements, such as specifically requiring the Trademark Office URL within the VMC rather than just the name. Overlooking this detail, even if your certificate provider says everything is correct, can prevent your logo from showing.
VMC checklist
Validity: Ensure your VMC or CMC is current and hasn't expired.
Trademark Office URL: For VMCs, ensure the certificate includes the Trademark Office URL, not just the name, as Google requires this specific format.
Logo format: Your logo must be an SVG P/S (Scalable Vector Graphics Portable/Secure) file, square aspect ratio, and publicly accessible.
Reputation and mailbox provider policies
Even with all technical configurations correct, Gmail (and other mailbox providers like Yahoo) reserves the right to display your BIMI logo based on their internal policies and, crucially, your sender reputation. A poor sending reputation, perhaps due to high spam complaint rates, low engagement, or being listed on a blocklist (or blacklist), can lead to your logo not being displayed. This is a protective measure by providers to ensure users only see trusted brand indicators.
Email volume also plays a subtle role. New domains or domains with very low sending volume might not immediately see their BIMI logo. Mailbox providers often require a consistent history of legitimate sending behavior before they fully trust a domain and display its brand indicators. This is part of establishing a reliable sending reputation over time.
It's important to remember that BIMI display is ultimately at the discretion of each mailbox provider. While BIMI aims for standardization, each provider can implement the specification with its own nuances. What works perfectly for Gmailmight not immediately translate to other clients or vice-versa.
Technical setup factors
DMARC Policy: Not at `p=quarantine` or `p=reject`.
BIMI Record Errors: Incorrect syntax, logo URL, certificate URL, or placement.
VMC/CMC Issues: Expired, not from an accredited CA, or missing Trademark Office URL.
Logo File Requirements: Not an SVG P/S, incorrect aspect ratio, or not publicly accessible.
DNS Propagation: Recent changes not yet fully updated across DNS servers.
Troubleshooting and next steps
When your BIMI logo isn't appearing in Gmail, it's crucial to approach troubleshooting systematically. Start by reviewing your DNS records, paying close attention to the BIMI TXT record itself. Verify that the SVG logo and VMC/CMC files are hosted securely and publicly accessible. Any issues with the file path or server configuration can prevent Gmail from retrieving them.
Next, confirm your DMARC policy is at an enforcing level (`p=quarantine` or `p=reject`) and that your emails are consistently passing DMARC alignment. This is non-negotiable for BIMI. Regularly monitoring your DMARC reports can help identify any authentication failures that might be impacting BIMI display.
Lastly, consider your domain's sending reputation. If you've recently experienced deliverability issues, spam complaints, or been placed on an email blacklist, your BIMI logo might be suppressed. Focus on maintaining a healthy sender reputation by sending relevant, wanted emails to engaged recipients. Using Google Postmaster Tools can provide valuable insights into your domain's standing with Gmail.
Check
Details
Potential impact on BIMI
DMARC Policy
Is it set to `p=quarantine` or `p=reject`? Are emails passing DMARC?
BIMI requires DMARC enforcement and passing authentication to function.
Expired or improperly formatted certificates (especially for Google's specific needs) will cause failure.
Logo SVG File
Is it SVG P/S format, square, and publicly accessible?
Incorrect format or inaccessible URLs prevent Google from fetching the image.
Sender Reputation
Is your domain's reputation healthy? Are you on any blacklists?
Poor reputation is a significant factor in Gmail's decision to suppress BIMI logos.
Views from the trenches
Best practices
Ensure your DMARC policy is actively enforced (p=quarantine or p=reject) and consistently passing.
Always use a valid, unexpired Verified Mark Certificate (VMC) for trademarked logos in Gmail.
Verify your BIMI DNS record is correctly published at the organizational domain, not just a subdomain.
Host your BIMI SVG logo and certificate files on a publicly accessible and secure server.
Maintain a strong sender reputation to increase the likelihood of BIMI logo display in Gmail.
Regularly check your DMARC reports for authentication failures that could affect BIMI.
Common pitfalls
Using a `p=none` DMARC policy, which prevents BIMI from being enabled.
BIMI DNS record errors, such as incorrect URLs or improper syntax.
Failing to include the Trademark Office URL within your VMC, a specific Google requirement.
Having an SVG logo file that doesn't meet BIMI specifications or is not publicly accessible.
Neglecting sender reputation, which can cause Gmail to suppress BIMI logo display.
Assuming BIMI display will be immediate after setup due to DNS propagation delays.
Expert tips
The BIMI standard continues to evolve, so stay updated on mailbox provider requirements.
Even with a VMC, reputation is key. Focus on delivering valuable content to engaged subscribers.
If your logo isn't trademarked, explore the Common Mark Certificate (CMC) path, though it may not grant the blue checkmark.
Test your BIMI setup using various email clients and services, not just Gmail, to confirm broad support.
Pay close attention to error messages in DMARC reports and BIMI validation tools.
Consider a phased rollout for BIMI, starting with a subset of recipients to monitor performance.
Expert view
Expert from Email Geeks says Google recently made a change in how they interpret VMC guidelines, specifically regarding the Trademark Office URL versus the Trademark Office Name. The URL is now required.
2022-06-30 - Email Geeks
Marketer view
Marketer from Email Geeks says other factors, like domain reputation and sending volume, can also influence whether Google decides to display a BIMI logo, even if the record and VMC appear correct.
2022-06-30 - Email Geeks
Ensuring your brand's visual presence
Getting your BIMI logo to consistently show in Gmail can be a nuanced process, requiring meticulous attention to technical details and a strong focus on email best practices. It's more than just setting up a DNS record, it's about building trust with mailbox providers over time.
By ensuring your DMARC is enforced, your BIMI record is flawless, your VMC/CMC meets Gmail's specific requirements (like the Trademark Office URL), and maintaining a stellar sender reputation, you significantly increase the chances of your brand's logo gracing inboxes. While frustrating, persistent troubleshooting and adherence to these guidelines will ultimately lead to your desired visual presence and enhanced brand recognition.
Gmail and how you can troubleshoot these issues.
Gmail, particularly with the coveted blue checkmark, you typically need a Verified Mark Certificate (VMC). A VMC provides cryptographic proof that your organization legally owns the trademarked logo you're trying to display. Without it, Gmail is less likely to show your logo, especially for bulk senders.
Gmail (and other mailbox providers like 
Yahoo) reserves the right to display your BIMI logo based on their internal policies and, crucially, your sender reputation. A poor sending reputation, perhaps due to high spam complaint rates, low engagement, or being listed on a blocklist (or blacklist), can lead to your logo not being displayed. This is a protective measure by providers to ensure users only see trusted brand indicators.
