It can be frustrating when your Brand Indicators for Message Identification (BIMI) logo suddenly stops appearing in Gmail, especially if you haven't made any recent changes to your email sending setup. While your BIMI record might appear valid on a public checker, several underlying factors can cause this display issue. Gmail has specific requirements and internal checks that go beyond just a correctly formatted DNS record.
Troubleshooting this involves looking into various aspects of your email authentication, sender reputation, and even the type of BIMI certificate you're using. I will walk through the most common reasons why your BIMI logo might have disappeared from Gmail and what steps you can take to get it back.
Core BIMI requirements for Gmail
The foundation of BIMI relies on strong email authentication protocols. For your BIMI logo to display in Gmail, your emails must pass DMARC authentication with either SPF or DKIM alignment. If there's any change or misconfiguration in your SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), or DMARC records, it can prevent Gmail from displaying your logo. Even if your initial setup was correct, issues like exceeding the SPF 10-lookup limit or an expired DKIM key can disrupt BIMI.
A crucial requirement for BIMI in Gmail is a strong DMARC policy. While some mailbox providers might display your logo with a p=none DMARC policy, Gmail specifically requires your DMARC policy to be set to p=quarantine or p=reject. If your DMARC policy was recently downgraded or if Gmail detects a sudden shift in your sending patterns that makes them question your authenticity, your logo might stop appearing.
For BIMI display, particularly in Gmail, you generally need a Verified Mark Certificate (VMC) or a Common Mark Certificate (CMC). A VMC proves that your logo is a registered trademark, while a CMC allows for non-trademarked logos. Gmail has expanded its support for CMCs, making BIMI more accessible. However, if your VMC has expired or there's an issue with your certificate provider, Gmail might cease displaying your logo. Always ensure your certificates are up-to-date and properly linked in your BIMI DNS record.
Remember that BIMI is not a guarantee. Gmail, like other mailbox providers, retains the right to display or not display your logo based on various factors, even if all technical requirements are met. This often ties back to sender reputation, which I will cover next.
Verified Mark Certificate (VMC)
Requirement: Requires your logo to be a registered trademark.
Issuance: Issued by a certified Certificate Authority.
Visibility: Historically provided broader BIMI visibility across various mailbox providers, including Apple Mail.
Gmail Support: Gmail supports VMCs and associates them with a blue checkmark for added trust.
Common Mark Certificate (CMC)
Requirement: Does not require the logo to be trademarked.
Issuance: Also issued by a Certificate Authority but with less stringent identity verification.
Visibility: Primarily supported by Gmail, less so by other mailbox providers like Apple Mail.
Gmail Support: Gmail now supports CMCs for displaying logos without the blue checkmark.
Reputation and deliverability
Even with perfect technical configuration, Gmail might choose not to display your BIMI logo if your sender reputation is low. Google's algorithms constantly assess your sending practices. Factors like high spam complaint rates, low engagement (e.g., recipients deleting emails without opening), or sending to a significant number of inactive email addresses can negatively impact your reputation.
If your sending domain or IP address lands on a major blocklist (also known as a blacklist), it's a strong indicator of poor reputation. Gmail monitors various blocklists, both public and private. While being on a blocklist usually leads to emails being rejected or sent to spam, it can also silently prevent your BIMI logo from displaying, even if the email still makes it to the inbox. Regular monitoring of blocklists is crucial.
Gmail's decisions on BIMI display are not always immediately transparent. They use a complex set of internal signals to determine trustworthiness. A sudden drop in recipient engagement or an increase in unusual sending activity can cause their systems to flag your domain, leading to the suppression of your BIMI logo as a protective measure against potential abuse.
Important: Sender Reputation
Even if your BIMI record is perfectly configured, Gmail prioritizes sender reputation. If your domain or IP has a poor sending history, high spam complaints, or low engagement, Google may decide not to show your logo to protect users. Maintaining a healthy sender reputation is paramount for consistent BIMI display.
Common configuration issues
One of the most common reasons BIMI suddenly stops displaying, even when the record looks valid, is an expired Verified Mark Certificate (VMC). A VMC has a validity period, typically one year, and needs to be renewed. If your certificate has expired, Gmail will no longer recognize your logo as verified, and it will stop displaying. Many public BIMI validators might still show your DNS record as present, but they won't necessarily check the validity of the linked certificate in real-time.
The SVG image file for your logo also has strict requirements. It must be a square SVG Tiny PS profile image, hosted on an HTTPS server, and publicly accessible. Any changes to the SVG file, its hosting location, or the server's SSL certificate could lead to issues. Additionally, DNS propagation can sometimes cause temporary problems. If you recently updated your BIMI record or certificate links, it might take some time (up to 48 hours) for these changes to fully propagate across the internet and for Gmail's systems to pick them up.
Other less common issues include sending emails from an alias that doesn't align with your primary domain's BIMI setup, or discrepancies between the organizational domain in your certificate and the domain from which you are sending. Even small inconsistencies can lead to Gmail suppressing your logo.
If your BIMI logo has stopped showing, the first step is to revisit your setup. Use a BIMI validator that checks certificate validity, not just record presence. Verify all steps in the BIMI implementation process to ensure nothing was overlooked or changed inadvertently.
Problem
Potential cause
Solution
BIMI logo disappears after working fine
Expired VMC/CMC
Renew your Verified Mark Certificate or Common Mark Certificate with your issuer.
Logo never appears or stops suddenly
DMARC policy is p=none or failing alignment.
Ensure DMARC is set to p=quarantine or p=reject. Verify SPF and DKIM alignment.
Logo intermittently displays or looks wrong
Incorrect SVG format or hosting
Ensure SVG is square, SVG Tiny PS, and hosted on HTTPS.
To ensure your BIMI logo consistently displays in Gmail, a proactive approach is best. This involves not only setting up BIMI correctly but also continuously monitoring its performance and adhering to email sending best practices. Your BIMI implementation is an ongoing process, not a one-time setup.
Regularly check the expiration dates of your VMC or CMC. Set up reminders to renew them well in advance. Periodically validate your BIMI record and SVG file using reputable tools to catch any potential issues early. This helps to prevent unexpected disruptions to your brand's presence in the inbox.
Beyond technical checks, focus on maintaining a stellar sender reputation. Keep your email lists clean, send relevant content, and avoid sending to inactive or unengaged subscribers. A positive sending reputation is your strongest ally in ensuring your BIMI logo, and your emails, consistently reach the inbox.
Views from the trenches
Best practices
Always maintain a strong sender reputation to ensure Gmail prioritizes displaying your BIMI logo.
Regularly verify the expiration date of your Verified Mark Certificate (VMC) or Common Mark Certificate (CMC).
Ensure your DMARC policy is set to p=quarantine or p=reject for maximum BIMI display in Gmail.
Common pitfalls
Overlooking an expired VMC or CMC, which is a common cause for BIMI logo disappearance.
Assuming a valid BIMI record on a basic checker means Gmail will display it, neglecting reputation factors.
Using an SVG image that doesn't meet the strict format requirements (e.g., not square or wrong profile).
Expert tips
If your BIMI logo stops displaying, start by checking your certificate's validity and your DMARC policy.
Even if your top-level domain has a good reputation, a subdomain might have a separate reputation influencing BIMI.
Gmail's support for BIMI can evolve; staying updated with their announcements is key for consistent display.
Marketer view
Marketer from Email Geeks says they found their VMC had expired, which explained why their BIMI logo stopped displaying in Gmail despite the record looking valid.
2024-05-20 - Email Geeks
Expert view
Expert from Email Geeks says that even with a valid BIMI record, Gmail might not show the logo if there are underlying sender reputation issues or blocklist (blacklist) listings.
2024-06-15 - Email Geeks
What to do when BIMI stops displaying
When your BIMI logo unexpectedly vanishes from Gmail, it is typically a sign that one of its core dependencies has been affected. Whether it's an expired certificate, a shift in your DMARC policy, or a dip in your sender reputation, systematically investigating each potential cause is essential. By maintaining rigorous email authentication, ensuring certificate validity, and upholding a strong sender reputation, you can significantly improve the chances of your brand logo consistently appearing in the Gmail inbox, reinforcing trust and recognition with your recipients.
Gmail supports VMCs and associates them with a blue checkmark for added trust.
