Why is my BIMI logo failing in iCloud/Apple Mail with 'invalid evidence'?
Matthew Whittaker
Co-founder & CTO, Suped
Published 15 Nov 2025
Updated 15 Nov 2025
8 min read
Seeing an 'invalid evidence' error when your BIMI logo won't display in iCloud or Apple Mail can be frustrating, especially when all your domain settings, like your BIMI and DMARC records, appear to be correctly configured. This specific error message, often found in Authentication-Results headers, points to a specific set of issues that Apple Mail clients identify when trying to validate your brand logo. It's not uncommon for senders to encounter this, even if their BIMI setup works perfectly with other mailbox providers like Gmail or Fastmail.
The core of the problem often lies in how Apple handles BIMI verification, which includes stringent requirements beyond what other email clients might demand. One of the main factors is the necessity of a Verified Mark Certificate (VMC), along with precise alignment of your DMARC policy and other email authentication protocols. This guide will help you understand the common causes behind the 'invalid evidence' error and provide steps to resolve it.
For email security and deliverability, ensuring your BIMI logo displays correctly is vital for brand recognition and trust. BIMI relies heavily on strong email authentication, specifically DMARC with a policy of quarantine or reject. If your DMARC record isn't properly configured or enforced, your BIMI logo will fail to appear. Monitoring your DMARC reports is crucial for identifying and troubleshooting such issues, ensuring that your emails are consistently authenticated and your brand is protected.
Understanding the 'invalid evidence' error
The term 'invalid evidence' specifically indicates that Apple Mail couldn't verify the legitimacy of your brand logo based on the information provided in your BIMI record and its associated Verified Mark Certificate. This can stem from a few core areas, primarily related to the accessibility or validity of your BIMI assertion document. The email client attempts to fetch and parse this document, and any failure in that process will result in the 'invalid evidence' error.
VMC verification failure: Apple is particularly strict about VMCs, requiring them for BIMI to work. If your VMC is expired, revoked, incorrectly issued, or if Apple doesn't trust the issuing Certificate Authority (CA), it will be deemed invalid. Some organizations might use Government Mark Certificates (GMCs) or Commercial Mark Certificates (CMCs), which Apple may not accept.
SVG file issues: The SVG logo file itself must meet specific formatting requirements, including a secure HTTPS URL, being square, and having a solid background. Any deviation, such as a logo with a transparent background, can cause issues with Apple Mail.
DNS accessibility problems: If the DNS record for your BIMI assertion isn't publicly accessible or correctly formatted, Apple Mail won't be able to retrieve it. This can happen due to DNS issues or misconfigurations with your DNS provider.
Furthermore, Apple's implementation of BIMI is distinct from other providers. While BIMI generally requires strong authentication policies (SPF and DKIM passing, DMARC enforced at p=quarantine or p=reject), Apple Mail might not display a BIMI logo for emails sent to third-party mailboxes like Gmail accounts, even when viewed within Apple Mail itself. This is because some providers, like Gmail, don't always stamp the necessary headers for Apple to parse. However, there's a different mechanism, Apple Business Connect, which can show logos for brands within Apple Mail, regardless of the recipient's email service, but this operates independently of BIMI.
BIMI vs. Apple Business Connect
The distinction between BIMI and Apple Business Connect is crucial when troubleshooting logo display issues. BIMI is an industry standard that works across various email clients (where supported) based on DNS records and a VMC. Apple Business Connect, however, is an Apple-specific feature that allows businesses to display their logo and other branding elements directly in Apple Mail, regardless of BIMI implementation. This means a logo might appear for a brand via Apple Business Connect even if their BIMI setup is technically flawed or unsupported by Apple Mail's BIMI validation process.
BIMI (Brand indicators for message identification)
Foundation: Relies on strong email authentication: SPF, DKIM, and DMARC with an enforced policy (p=quarantine or p=reject).
Client support: Supported by various email clients including Gmail, Fastmail, and iCloud Mail (with specific requirements).
Apple business connect
Registration: Businesses register their brand with Apple Business Connect, providing branding assets directly to Apple.
Logo display: Displays logos and information within Apple's ecosystem, including Apple Mail, even for recipients using non-iCloud accounts (e.g., Gmail) if their domain is enrolled.
Independence from BIMI: Functions as a separate branding mechanism, not directly tied to BIMI DNS records or VMC validation.
If you're observing your logo appear for some recipients on Apple Mail but not others, it's worth investigating whether Apple Business Connect might be at play for the successful cases. To confirm BIMI functionality, ensure you're testing with iCloud accounts directly. A common pitfall is assuming that a logo display in Apple Mail via any mailbox provider means BIMI is fully functional, which isn't always the case due to these distinct display mechanisms.
To troubleshoot the 'invalid evidence' error, start by meticulously reviewing your BIMI DNS record for any syntax errors or incorrect URLs. Ensure your SVG logo meets all BIMI specifications, particularly for dimensions, file size, and secure hosting. Crucially, verify the validity and status of your VMC with your Certificate Authority. Any discrepancies here are prime suspects for the 'invalid evidence' flag.
Troubleshooting and solutions for BIMI logo display
If you've checked your BIMI record, SVG, and VMC, and still face issues, dive into your DMARC reports. BIMI requires a DMARC policy of at least p=quarantine, and ideally p=reject, with a significant percentage of your legitimate email passing DMARC authentication. A lack of DMARC enforcement or consistent authentication failures can also lead to BIMI rejection, as outlined in common BIMI pitfalls. Utilize a robust DMARC monitoring tool like Suped to gain visibility into your email streams and quickly pinpoint authentication failures.
Consider these steps when your BIMI logo shows 'invalid evidence':
Validate VMC: Confirm your Verified Mark Certificate is current, valid, and issued by an Apple-trusted CA. Ensure it's a VMC, not a GMC or CMC, as Apple is strict on this.
SVG file inspection: Check that your SVG logo adheres to all BIMI specifications, including square dimensions and a solid background. Use an SVG validator.
DMARC enforcement: Your DMARC policy must be at p=quarantine or p=reject. Monitor your DMARC reports for authentication failures that could prevent BIMI display.
DNS records: Double-check your BIMI DNS TXT record for correct syntax and ensure it points to the right SVG and VMC URLs.
Check receiving mailbox: Confirm the recipient email address is an iCloud account if you are testing for BIMI display within Apple Mail. Other email providers' mailboxes may not show BIMI even in Apple Mail.
Proactively addressing these potential issues will significantly increase your chances of getting your BIMI logo to display correctly in Apple Mail. Tools like Suped provide detailed DMARC reports, offering the insights needed to identify authentication problems that might be preventing your BIMI logo from showing up. Our platform's AI-powered recommendations can guide you to fix issues and strengthen your email authentication, which is foundational for successful BIMI implementation.
Ultimately, while the 'invalid evidence' error can be perplexing, it usually points to a solvable configuration issue. Persistent monitoring of your email authentication with platforms like Suped, coupled with careful adherence to BIMI and VMC best practices, is key to achieving consistent logo display across all supporting email clients.
Views from the trenches
Best practices
Always verify your VMC's validity and ensure it's issued by an Apple-trusted Certificate Authority.
Confirm your SVG logo adheres to all BIMI specifications, including a square format and solid background.
Ensure your DMARC policy is set to p=quarantine or p=reject and actively monitors reports.
Common pitfalls
Using GMCs or CMCs instead of VMCs, which Apple Mail may not accept for BIMI logos.
Incorrectly formatted SVG files or hosting them on non-HTTPS URLs, leading to validation errors.
Testing BIMI display on third-party mailboxes in Apple Mail, which may not show logos due to header issues.
Expert tips
If all else fails, reach out to your VMC provider and Apple support, as there might be underlying issues or bugs.
Differentiate between BIMI and Apple Business Connect to correctly diagnose logo display problems.
Use an online BIMI checker to validate your DNS records and VMC chain before extensive troubleshooting.
Expert view
Expert from Email Geeks says the 'invalid evidence' reason often means the BIMI assertion document could not be fetched, parsed, or is otherwise invalid.
July 1, 2024 - Email Geeks
Marketer view
Marketer from Email Geeks says that Apple Mail might not display BIMI logos for emails sent to third-party mailboxes, like Gmail, even when viewed in Apple Mail.
July 1, 2024 - Email Geeks
Summary of troubleshooting steps
Navigating the complexities of BIMI, especially with specific email clients like iCloud and Apple Mail, can be challenging. The 'invalid evidence' error is a clear indicator that something in your BIMI setup isn't meeting Apple's stringent validation criteria, often related to your VMC or the accessibility of your BIMI assertion document. Distinguishing between BIMI and Apple Business Connect is also key, as they are separate mechanisms for brand logo display.
To resolve these issues, meticulous validation of your BIMI records, SVG file, and VMC is essential. Furthermore, maintaining a strong DMARC enforcement policy and actively monitoring your DMARC reports are foundational for BIMI success. Platforms like Suped streamline this process, providing clear insights and actionable recommendations to help you achieve and maintain optimal email deliverability and branding.
from an accredited CA like DigiCert.
Supported by various email clients including Gmail
, Fastmail
, and iCloud Mail (with specific requirements).
Businesses register their brand with Apple Business Connect, providing branding assets directly to Apple.
(e.g., Gmail) if their domain is enrolled.
