Does BIMI require a trademarked logo to work?

For your BIMI logo to appear in inboxes from providers like Gmail and Apple Mail , a trademarked logo along with a Verified Mark Certificate (VMC) is generally required. For other providers like Yahoo, a trademark is not strictly necessary but still recommended.

Why is my BIMI logo not showing in Gmail after setup?

The most common reason for a BIMI logo not showing in Gmail is the lack of a Verified Mark Certificate (VMC) . Gmail generally requires a VMC to display BIMI logos. Additionally, ensure your DMARC policy is at p=quarantine or p=reject and your domain has a strong sender reputation. You can find more specific troubleshooting tips for Gmail on our site.

How long does it take for a BIMI logo to update if I change it?

When you update your BIMI logo, the change can take a few hours to several days to propagate and be reflected across different email clients. Similar to initial setup, this depends on DNS caching and how frequently mailbox providers refresh their BIMI data. Yahoo's caching can sometimes lead to longer delays.

Can BIMI display on a subdomain, and does it affect the display time?

Yes, BIMI can be configured for a subdomain. The display time is generally similar to a root domain, typically within 48 hours after DNS propagation, assuming all other BIMI requirements (like DMARC enforcement on the subdomain and VMC for supporting providers) are met. Specifics on BIMI on subdomains are important to understand.

How long does it take for BIMI to work after setup? - Technical - Email deliverability - Knowledge base

When you've gone through the process of setting up Brand Indicators for Message Identification (BIMI), you're naturally eager to see your brand logo appear in recipient inboxes. It's a significant step towards boosting brand recognition and trust. However, the exact timeline for BIMI to become fully visible can vary, and it's rarely an instant change.

While the core technical setup, which involves adding a DNS TXT record, is relatively quick, several factors influence how long it truly takes for your logo to show up. These factors range from DNS propagation times to specific requirements from different mailbox providers like

Gmail and

Yahoo.

Initial propagation and basic display

The very first step after publishing your BIMI DNS record is waiting for it to propagate across the internet. Like any DNS change, this typically takes a few hours, though in some cases, it can extend up to 48 hours for global resolution. During this period, different DNS resolvers will gradually update their caches with your new record.

Once your BIMI record is technically discoverable, some email clients may start to display your logo if all other prerequisites are met. It's crucial to have your email authentication protocols, specifically SPF, DKIM, and DMARC, fully implemented and passing. BIMI relies on a strong DMARC policy, meaning your DMARC record must be set to either p=quarantine or p=reject for your logo to be considered for display. You can learn more about BIMI requirements on our site.

BIMI display after DNS propagation

Immediate expectation: The brand logo appears within hours of DNS record publication.
Actual reality: While the DNS record propagates quickly, logo display depends on several additional factors, including strict DMARC enforcement and mailbox provider policies. For some providers like Yahoo, the logo might appear within 48 hours, but for others, especially Gmail, a Verified Mark Certificate (VMC) is often required, adding significant time.

Even with successful DNS propagation and a robust DMARC policy, the logo may not appear universally across all email clients right away. This is because some providers have additional requirements, which we will explore next.

The role of verified mark certificates (VMCs)

For your BIMI logo to display in prominent inboxes like

Gmail and

Apple Mail, a Verified Mark Certificate (VMC) is typically required. A VMC is a digital certificate that verifies your ownership of a trademarked logo. This additional layer of verification adds significant time to the overall BIMI implementation process.

Obtaining a trademark for your logo can take anywhere from six to twelve months, depending on the country and complexities involved. After trademarking, you then apply for the VMC itself through an accredited Certificate Authority (CA). The VMC issuance process can take a few days to a few weeks, once all documentation is provided. This is a critical step for universal BIMI adoption.

BIMI without a VMC

Without a Verified Mark Certificate, your BIMI logo may only display in certain email clients, such as

Yahoo Mail. This is because these providers have less stringent requirements compared to others like Gmail that mandate VMCs for logo display. However, even for Yahoo, a strong sender reputation is important. Understanding BIMI provider support helps manage expectations.

BIMI with a VMC

A VMC significantly broadens your logo's visibility, enabling it to appear in inboxes from providers like Gmail and Apple Mail. While the initial trademarking and VMC acquisition process can be time-consuming, it ensures a higher level of trust and broader brand exposure. This comprehensive setup requires careful attention to BIMI best practices.

Therefore, if you're aiming for full BIMI adoption across all major inboxes, factor in the time required to secure a trademark and a Verified Mark Certificate. This can easily extend the total timeline from weeks to several months.

Mailbox provider specific considerations

Beyond the technical DNS setup and VMC acquisition, each mailbox provider has its own criteria for displaying BIMI logos. These often include thresholds related to sender reputation, email volume, and consistent authentication. Simply having the BIMI record in place doesn't guarantee immediate or universal display.

For instance, while Yahoo Mail (formerly Oath) might display your logo within 48 hours for established senders, they have specific requirements for BIMI with Yahoo. Gmail generally requires a VMC, but even then, consistent DMARC compliance and a good sending history are vital. My personal experience, and what I hear from others, is that even with everything technically correct, it can take up to 48 hours for your logo to show in Gmail, and sometimes longer depending on a domain's reputation.

Mailbox provider	VMC requirement	Typical display time after setup (without VMC)	Typical display time after setup (with VMC)
Yahoo Mail	No (but recommended)	48 hours - 2 weeks	48 hours - 2 weeks
Gmail	Yes (generally required for display)	Unlikely to display	Up to 48 hours
Apple Mail	Yes	Unlikely to display	Up to 48 hours

It's not just about the technical setup; your sender reputation also plays a role. A strong, consistent sender reputation is a prerequisite for many mailbox providers to display your BIMI logo, as it signals trustworthiness. This means avoiding spam triggers, managing your lists, and maintaining good engagement rates.

Troubleshooting and common delays

If your BIMI logo isn't appearing as expected after the initial setup and propagation time frames, several common issues could be causing the delay. These include incorrect DNS record syntax, an improperly formatted SVG logo, or a DMARC policy not yet enforced at quarantine or reject. For example, some common issues can prevent your BIMI logo from showing in Gmail.

It's essential to meticulously check your BIMI TXT record for any typos or formatting errors. The record must point to the correct URL for your SVG logo and, if applicable, your VMC. Ensure your SVG file meets all the BIMI SVG requirements, such as being a tiny SVG PS profile and hosted over HTTPS. A typical BIMI TXT record looks something like this:

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/vmc.pem;"

If you've recently updated your BIMI logo or VMC, caching by mailbox providers (especially Yahoo) can lead to delays in seeing the new logo. Sometimes, it can take a few days or even weeks for these updates to fully propagate. Persistence and regular verification using BIMI checkers are key to successful implementation and display.

Views from the trenches

Best practices

Ensure your SPF, DKIM, and DMARC records are correctly configured and aligned before setting up BIMI.

Use a DMARC policy of p=quarantine or p=reject to meet BIMI requirements for most providers.

Obtain a Verified Mark Certificate (VMC) if you want your logo to appear in Gmail and Apple Mail.

Host your SVG logo file on an HTTPS-secured server and ensure it meets BIMI specifications.

Monitor your DMARC reports to ensure consistent authentication success and good sending reputation.

Common pitfalls

Expecting instant logo display across all providers right after publishing the DNS record.

Overlooking the need for a trademark and VMC for broader BIMI support.

Incorrectly formatting the SVG logo, leading to display issues.

Having a DMARC policy of p=none, which prevents BIMI logo display.

Not checking for DNS propagation delays, especially after initial setup or updates.

Expert tips

Regularly validate your BIMI record and SVG file using online tools to catch errors early.

If your logo isn't showing, cross-check your DMARC aggregate reports for any authentication failures.

Remember that mailbox providers have their own reputation thresholds; strong authentication isn't the only factor.

Be patient, as some providers, like Yahoo, can take longer to cache and display new BIMI logos.

Consider engaging with an email deliverability expert if you face persistent issues.

Marketer view

Marketer from Email Geeks says the BIMI logo usually appears within a few hours once the record is published, provided all prerequisites are met.

2022-10-19 - Email Geeks

Marketer view

Marketer from Email Geeks says for Gmail and iCloud, a Verified Mark Certificate (VMC) is necessary for the logo to be displayed.

2022-10-19 - Email Geeks

Key takeaways for BIMI visibility

In summary, while the basic BIMI DNS record can propagate within a few hours to 48 hours, the actual time it takes for your BIMI logo to consistently appear in all major inboxes is much more nuanced. Factors like obtaining a Verified Mark Certificate (VMC) for Gmail and Apple Mail, which includes a lengthy trademarking process, can extend the total implementation time to several months.

Furthermore, each mailbox provider has its own set of unwritten rules, often tied to your domain's reputation and consistent adherence to email authentication standards. If your logo isn't showing up, ensure your DMARC policy is enforced, your SVG is correctly formatted, and check for any specific troubleshooting tips for providers like Yahoo. Patience and thoroughness in adhering to all technical and reputational requirements are key to successful BIMI adoption.