Why is my BIMI logo not showing up even after I set up the record?

The most common reasons include a DMARC policy not set to p=quarantine or p=reject , an incorrectly formatted BIMI DNS record, an SVG logo that doesn't meet the SVG Tiny PS standard, or an invalid/expired Verified Mark Certificate (VMC). DNS propagation delays can also be a factor.

What is SVG Tiny PS, and why is it required for BIMI?

SVG Tiny PS (Portable/Secure) is a specific profile of the SVG image format designed for security and portability. It's required for BIMI because it strips out potentially malicious elements like scripts and external links, ensuring that logos displayed in email clients are safe and don't pose a security risk. Using a standard SVG will likely result in your logo not being displayed.

Do I always need a Verified Mark Certificate (VMC) for BIMI?

While BIMI can technically be implemented without a VMC for some email clients, most major mailbox providers like Gmail and Apple Mail require a VMC to display your trademarked logo. A VMC provides an extra layer of verification, assuring recipients that the logo is officially associated with your authenticated domain. You can learn more about BIMI accredited certificate providers .

How can Suped help troubleshoot BIMI errors?

Suped helps by providing comprehensive DMARC monitoring and reporting, which is the foundation of BIMI. Our platform offers AI-powered recommendations to guide you in strengthening your DMARC policy to the required p=quarantine or p=reject state. This ensures your domain is properly authenticated, a prerequisite for BIMI to function, and helps fix DMARC verification failed errors .

What are the common errors when configuring a BIMI record? - BIMI - Email authentication - Knowledge base

Stylized letter B for BIMI, surrounded by email security symbols

Brand Indicators for Message Identification (BIMI) allows organizations to display their brand logo next to their authenticated emails in supporting inboxes. It’s a powerful tool for boosting brand recognition, increasing recipient trust, and improving engagement rates. However, setting up BIMI correctly can be complex, involving multiple technical standards and configurations across your DNS records and email authentication protocols.

Many organizations encounter challenges during implementation, leading to their brand logo failing to display. These issues often stem from subtle misconfigurations in DNS, DMARC policies, or the assets required for BIMI. Understanding these common pitfalls is the first step toward successfully deploying BIMI and ensuring your brand is consistently represented in the inbox.

Getting BIMI right requires careful attention to detail, from your DMARC setup to the specifics of your logo file. Let's delve into the most frequent errors encountered during BIMI configuration and explore how to troubleshoot them effectively.

The critical role of DMARC enforcement

One of the most common and fundamental errors when configuring a BIMI record is an insufficient DMARC policy. BIMI strictly requires that your domain has a DMARC policy enforced at either p=quarantine or p=reject. A policy set to p=none will not allow your BIMI logo to display, as it doesn't adequately protect your domain from spoofing.

This requirement ensures that senders are actively protecting their domain against unauthorized use, which is essential for the trust and security that BIMI aims to build. If your DMARC policy is too relaxed, mailboxes will not trust your BIMI record, preventing your logo from appearing. You can learn more about how to safely transition your DMARC policy to quarantine or reject.

DMARC policy not enforced

For BIMI to work, your domain's DMARC policy must be set to p=quarantine or p=reject. A p=none policy, while useful for initial monitoring, is not sufficient for BIMI enablement. Ensure your DMARC records are correctly configured and reporting authentication results. Suped provides robust DMARC monitoring to help you achieve and maintain an enforced policy, offering AI-powered recommendations and real-time alerts to fix issues and strengthen your policy effectively.

Beyond the policy itself, DMARC requires that your emails pass SPF and DKIM authentication and achieve DMARC alignment. If your emails are failing DMARC, your BIMI logo will not show up. You can refer to our guide on how to set up DMARC for BIMI for more details. Using a reliable DMARC monitoring solution like Suped can provide the visibility needed to identify and resolve these underlying authentication failures efficiently.

BIMI record syntax and placement issues

A common point of error is the BIMI DNS TXT record itself. Even a small typo or incorrect formatting can prevent the logo from displaying. The BIMI record is a TXT record that must be placed at a specific subdomain, usually default._bimi.<yourdomain.com>. Incorrectly specifying the selector for your BIMI record can render the record undiscoverable.

Example of a correctly formatted BIMI TXT recordDNS

default._bimi.yourdomain.com. IN TXT "v=BIMI1;l=https://www.yourdomain.com/bimi/logo.svg;a=https://www.yourdomain.com/bimi/vmc.pem"

Key components of the BIMI record include the version tag (v=BIMI1), the logo URL tag (l=), and optionally, the Authority Evidence (VMC) URL (a=). Ensure these tags are present, correctly spelled, and that their values point to valid, accessible URLs. For more specific details, see what DNS record type is used for BIMI and the specific format for the BIMI TXT record name.

Beyond syntax, DNS propagation delays can also cause issues. After publishing or updating your BIMI record, it can take some time for the changes to propagate across the internet. Always allow sufficient time for DNS updates to take effect before troubleshooting further. Using a BIMI record validator can help you confirm that your record is syntactically correct and discoverable.

Logo format and hosting requirements

The brand logo itself has strict requirements. It must be in SVG Tiny Portable/Secure (PS) format. Regular SVG files often contain scripts or external references that are not allowed for security reasons, causing them to be rejected by mail providers. The SVG file must also be square, centered, and have a solid background color that matches the logo, or be transparent if desired. The logo file needs to be accessible via HTTPS and publicly available without any authentication requirements.

A common mistake is hosting the logo on an HTTP rather than an HTTPS URL, or on a server that restricts access (e.g., behind a CDN that requires specific headers or has geographical limitations). Mailbox providers will not attempt to retrieve a logo from an insecure or inaccessible URL. For detailed requirements and troubleshooting, refer to resources like

Google Workspace Admin Help on BIMI. Regularly validating your BIMI SVG is crucial to ensure it meets all specifications.

Issues with logo dimensions or appearance, such as not being perfectly square or having empty space around the image, can also lead to rejection or improper display. The logo needs to be optimized for a small display, ensuring clarity and recognition even at a tiny scale. Test your logo’s appearance across various email clients to catch any discrepancies.

Verified mark certificate (VMC) complications

For BIMI to display your logo in most major email clients, a Verified Mark Certificate (VMC) is often required. A VMC links your organization's authenticated emails to your registered and trademarked logo. Common VMC complications include:

Missing VMC: If your brand logo is trademarked, you will need a VMC from an accredited certificate provider to display it with BIMI in many email clients. Without it, your logo might not appear.
Expired or Invalid VMC: Just like SSL certificates, VMCs have an expiration date. An expired VMC will invalidate your BIMI setup. Similarly, if the VMC is not issued correctly or doesn't match your domain/trademark, it will fail validation. Understanding the difference between VMC vs CMC for your BIMI certificate is essential.
VMC URL Errors: The URL to your VMC in the BIMI record (a= tag) must be an HTTPS URL and publicly accessible. Any issues with accessibility or security will prevent the VMC from being retrieved and validated.

Correct VMC & logo setup

Validated VMC: Obtained from an accredited Certification Authority with current validity.
HTTPS hosting: VMC and logo served over secure HTTPS connections.
SVG Tiny PS logo: Logo in the specific SVG format, optimized for display.

Common VMC & logo errors

Expired VMC: Certificate has passed its expiration date, making it invalid.
HTTP hosting: Using insecure HTTP for logo or VMC URLs.
Incorrect SVG: Using a standard SVG instead of the required SVG Tiny PS format.

Always ensure your VMC is current, valid, and hosted securely. Regularly check its expiration date to avoid interruptions in your BIMI display. Using tools to validate your BIMI certificate can preemptively catch these issues.

General troubleshooting steps

When your BIMI logo isn't displaying, a systematic approach to troubleshooting is best. Start by re-checking your DMARC policy, ensuring it's at p=quarantine or p=reject and that your emails are passing DMARC authentication. Then, use a BIMI record checker to verify the syntax and accessibility of your BIMI DNS record, logo URL, and VMC URL. Confirm that the logo file is in SVG Tiny PS format and hosted on an HTTPS server.

Another often-overlooked aspect is the sender's domain reputation. Even with all technical configurations correct, a poor sender reputation can influence whether a mailbox provider chooses to display your BIMI logo. Ensure your sending practices are healthy, avoiding spam traps and maintaining high engagement. Tools like Suped can help monitor deliverability issues that might impact your reputation.

Error	Possible cause	Solution
No logo display	DMARC policy is p=none or not passing alignment.	Adjust DMARC to p=quarantine or p=reject. Monitor DMARC reports.
BIMI record not found	Incorrect DNS record name or syntax errors.	Verify TXT record format and placement.
Logo not loading	Logo not SVG Tiny PS, or URL is HTTP/inaccessible.	Convert logo to SVG Tiny PS. Host on HTTPS and ensure public access.
VMC errors	VMC expired, invalid, or hosted on HTTP.	Renew or obtain a valid VMC. Host on HTTPS.

Ensuring BIMI success

Achieving successful BIMI implementation requires a comprehensive approach, starting with a robust DMARC foundation. Many of the common errors stem from either neglecting the strict DMARC policy requirements or misconfiguring the various components of the BIMI record and its associated assets like the SVG logo and VMC. By systematically checking each element, you can significantly increase your chances of getting your brand logo to display consistently.

Remember that BIMI's core purpose is to enhance email trust and brand presence. Therefore, maintaining strong email authentication (SPF, DKIM, and DMARC) is paramount. Regularly monitoring your DMARC reports is essential not only for BIMI but for overall email security and deliverability. Platforms like Suped offer comprehensive DMARC monitoring and reporting, providing the actionable insights needed to identify and resolve underlying authentication issues that could hinder your BIMI efforts. Suped's AI-powered recommendations tell you exactly what to fix to strengthen your policy, making DMARC accessible to everyone.

With diligence and the right tools, you can navigate the complexities of BIMI configuration and successfully leverage this powerful standard to elevate your brand's visibility and trustworthiness in the digital communication landscape.