What DMARC policy is required for BIMI to work?

BIMI requires your domain's DMARC policy to be set to p=quarantine or p=reject . A p=none policy, while good for monitoring, will prevent your logo from appearing. Ensure your DMARC is properly aligned and enforced.

What are the specific requirements for the BIMI SVG logo file?

The logo must be in SVG Tiny PS format, hosted on an HTTPS server, and publicly accessible. It should not contain external references, scripts, or interactive elements. Most providers also prefer a square aspect ratio. Using a specialized BIMI SVG validator can help identify issues.

How long does it typically take for a BIMI logo to appear after implementation?

While 24-72 hours is a common estimate for DNS propagation, actual BIMI logo display can take longer, especially for providers like Yahoo Mail. It can sometimes take weeks for the logo to appear consistently. This also depends on your domain's sending reputation with the particular mailbox provider.

Is a Verified Mark Certificate (VMC) always necessary for BIMI logo display?

A Verified Mark Certificate (VMC) links your brand logo to a registered trademark, adding an extra layer of trust and verification. While not strictly required by all BIMI-supporting providers (e.g., Yahoo may display without one if your sender reputation is strong), Gmail generally requires a VMC for logo display. Having a VMC significantly increases your chances of logo adoption across the board.

How do I troubleshoot BIMI logo not showing after implementation? - Troubleshooting - Email deliverability - Knowledge base

After meticulously implementing Brand Indicators for Message Identification (BIMI), it can be incredibly frustrating when your brand logo doesn't appear in the inbox as expected. You've followed all the steps, waited beyond the suggested propagation times, and yet, the logo remains elusive.

I often see this question from senders. My experience indicates that while the setup seems straightforward, subtle misconfigurations or overlooked prerequisites are common culprits. Let's explore the key areas to troubleshoot when your BIMI logo isn't showing up after implementation.

Verifying foundational requirements

BIMI relies heavily on a strong email authentication foundation, specifically DMARC. If your DMARC policy isn't configured correctly, your BIMI logo simply won't display. This is often the first place I recommend looking when troubleshooting issues.

For BIMI to work, your domain's DMARC policy must be set to either p=quarantine or p=reject. A policy of p=none, while useful for initial monitoring, will not allow your BIMI logo to be displayed by most mailbox providers. Make sure your DMARC alignment for SPF and DKIM is also passing.

Important DMARC Requirement

BIMI mandates a strong DMARC enforcement policy (p=quarantine or p=reject). Without this, your logo will not appear, as mailbox providers use DMARC to verify the authenticity of your domain and prevent brand impersonation. Ensure your DMARC implementation is robust before expecting BIMI to function.

Beyond DMARC, a Verified Mark Certificate (VMC) is increasingly becoming a standard requirement, especially for display in services like

Gmail. While some providers, like

Yahoo, may display logos without a VMC under certain conditions (like strong sender reputation), a VMC provides an extra layer of trust and verification.

BIMI Requirements

Authenticated email: Ensure your emails pass SPF, DKIM, and DMARC checks, with DMARC enforced at quarantine or reject.
Valid BIMI record: A correctly formatted DNS TXT record pointing to your logo and VMC (if applicable).
SVG logo: Your brand logo must be in SVG Tiny PS format, publicly accessible over HTTPS.
Verified Mark Certificate (VMC): This links your logo to your registered trademark, enhancing trust with providers like Google.

Common Mistakes

DMARC policy: Setting p=none instead of p=quarantine or p=reject.
DNS syntax errors: Typos or incorrect values in the BIMI TXT record.
Incorrect SVG format: Not using SVG Tiny PS, or issues with dimensions or content.
Server accessibility: SVG file hosted on a server blocking automated fetches or without HTTPS.

Inspecting your DNS records

Your BIMI record is a DNS TXT record, and any errors in its configuration can prevent your logo from appearing. Even minor syntax mistakes or incorrect URLs can cause issues. I've seen situations where the selector name or the domain in the record doesn't match the actual setup.

A common point of failure is the l= tag, which points to your SVG logo file, or the a= tag for your VMC. Ensure these URLs are exact, publicly accessible via HTTPS, and don't redirect. Use a BIMI lookup tool to validate your record.

Example BIMI DNS TXT RecordDNS

default._bimi.yourdomain.com IN TXT "v=BIMI1; l=https://yourdomain.com/yourlogo.svg; a=https://yourdomain.com/yourvmc.pem;"

DNS propagation delays can also be a factor. While 72 hours is generally sufficient, some DNS changes, especially for newer records, might take a bit longer to fully update across the internet. Patience, combined with regular checks using a BIMI checker, is key here.

Logo image and server setup

The SVG file for your logo has very specific requirements under the BIMI standard. If your logo file doesn't meet these specifications, mailbox providers may simply ignore your BIMI record or fail to render the image.

SVG image requirements

Format: Must be SVG Tiny PS (Portable/Secure) version. Other SVG formats will likely fail.
Dimensions: Ensure it's a square aspect ratio. While scaling happens, starting with a square is best practice.
No external links: The SVG file should not contain any external references or scripts. It needs to be self-contained.
Accessibility: It must be hosted on an HTTPS server and be accessible to all, without any bot protection or geo-blocking that might prevent mailbox providers from fetching it.

Another often-overlooked area is the server hosting the SVG file. If your server has bot protection, a web application firewall (WAF), or a content delivery network (CDN) that might block automated requests from email providers, your logo won't be fetched. You need to ensure the SVG URL is directly accessible.

Requirement	Why it matters	Impact on BIMI
SVG Tiny PS	Ensures security and compatibility across various platforms.	Without it, your Outlook or Apple Mail recipients may not see the logo.
HTTPS hosting	Mailbox providers require secure connections for fetching assets.	Logo fetch will fail if not served over HTTPS.
Publicly accessible	Providers must be able to retrieve the SVG file without authentication.	Firewalls or bot protection can prevent logo display.

Understanding mailbox provider behavior

Even with perfect BIMI implementation, logo display is ultimately at the discretion of each mailbox provider. Not all email clients or providers fully support BIMI, and those that do may have their own internal criteria or delays.

Providers like Yahoo Mail are known for taking a longer time to display BIMI logos, sometimes weeks. Their decision to display your logo can also depend on your domain's sending reputation. If you're not a high-volume sender or your domain has a newer history, you might experience longer delays or conditional display. If your logo is specifically not showing up on Yahoo after implementation, consider contacting their sender support directly at senders.yahooinc.com/bimi.

Similarly, Gmail and other providers might prioritize brands with exceptionally high sender reputation and a strong history of compliance. Being on a blocklist (or blacklist) can severely impact your domain reputation, causing not only email delivery issues but also preventing your BIMI logo from being displayed. Continuously monitoring your domain's reputation and blocklist status is a critical, ongoing task for email deliverability.

Summary of troubleshooting steps

Troubleshooting BIMI can feel like a complex puzzle, but with systematic checks, you can usually pinpoint the issue. Remember to verify your DMARC policy, scrutinize your DNS record for any errors, ensure your SVG logo meets all specifications, and understand that mailbox providers have their own display criteria and timelines. Consistent monitoring and adherence to email best practices are crucial for successful BIMI adoption.

Views from the trenches

Best practices

Ensure your DMARC policy is strictly enforced (p=quarantine or p=reject) and not set to monitoring mode.

Verify your BIMI DNS TXT record meticulously for syntax errors and correct URLs.

Confirm your SVG logo adheres to the strict SVG Tiny PS format and is accessible via HTTPS.

Use online BIMI lookup tools to validate your record and logo accessibility.

Common pitfalls

Setting a DMARC policy of p=none, which will prevent your BIMI logo from showing.

Incorrectly formatting the SVG file (e.g., wrong version, external scripts, incorrect dimensions).

Hosting your SVG logo on a server that blocks automated fetches by email providers.

Expecting immediate logo display; propagation and provider-specific delays are common.

Expert tips

For Yahoo Mail, if your logo still isn't showing after a few weeks, consider contacting their sender support directly.

Regularly use a BIMI validator tool to check for any changes or errors in your record or logo file.

Monitor your DMARC reports closely to ensure consistent authentication and identify any potential issues impacting BIMI.

Be patient; some providers require a sustained period of good sending reputation before displaying BIMI logos.

Expert view

Expert from Email Geeks says that a Verified Mark Certificate (VMC) is generally needed, and without it, BIMI logos may only display on Fastmail and Yahoo, provided you comply with their specific guidelines.

2023-01-16 - Email Geeks

Expert view

Expert from Email Geeks notes that Yahoo can take a couple of weeks to display BIMI logos and sometimes requires senders to proactively contact them to initiate the logo display process, especially for smaller senders. The DMARC policy must be p=reject or p=quarantine for any ISP to show the logo.

2023-01-16 - Email Geeks