Why are BIMI logos not displaying in Gmail inbox for bulk emails on desktop?
Michael Ko
Co-founder & CEO, Suped
Published 19 May 2025
Updated 16 Aug 2025
6 min read
Many email senders expect their BIMI (Brand Indicators for Message Identification) logos to appear prominently in the Gmail inbox, especially for bulk emails on desktop. It's a common misconception that once BIMI is implemented, the logo will automatically show up in the main inbox view, similar to how a user's Google profile picture might appear. The reality is more nuanced, and several factors determine if and where your logo is displayed, particularly for bulk messages.
The primary confusion often stems from the difference between a Verified Mark Certificate (VMC) validated BIMI logo and a standard Google profile image. While a Google profile image might appear for some emails upon opening, a BIMI-verified logo with a VMC will grant you the coveted blue checkmark next to your sender name in Gmail, which is a significant trust indicator.
Understanding BIMI display in Gmail
Gmail's display of BIMI logos is specifically designed to enhance trust and combat phishing, which means strict conditions apply. For bulk emails on desktop, the BIMI logo typically does not appear in the primary inbox list view. Instead, it is usually displayed once the email is opened.
This behavior differs from mobile applications, where BIMI logos are more commonly visible in the list view, offering instant brand recognition. The intention is to provide a visual cue of authenticity without cluttering the desktop inbox interface with numerous logos, especially for senders with varying degrees of reputation. You can find more information about where BIMI logos appear on the BIMI Group website.
The key visual indicator for a successful BIMI implementation in Gmail is the blue checkmark next to the sender's name. This checkmark signifies that the sender's domain is authenticated via DMARC and has a valid VMC, providing a higher level of assurance than a mere profile picture.
Foundation of authentication and VMC
For your BIMI logo to even be considered for display, your email authentication protocols must be perfectly configured. This includes SPF, DKIM, and DMARC. These three standards work together to verify that an email sender is legitimate and authorized to send on behalf of a domain.
Specifically, for BIMI, your DMARC policy must be set to an enforcement level, either `p=quarantine` or `p=reject`. A `p=none` policy, while useful for initial monitoring, will not enable BIMI logo display with most mailbox providers, including Gmail. You can refer to Google's official documentation for setting up BIMI in Google Workspace.
Recommended DMARC policy for BIMI
To ensure your BIMI logo has the best chance of displaying, your DMARC record should be set to an enforcing policy. This tells mailbox providers how to handle emails that fail authentication checks, preventing unauthorized use of your domain and building trust.
Furthermore, for Gmail, a Verified Mark Certificate (VMC) is a strict requirement for BIMI to work. This certificate proves that your logo is trademarked and owned by your organization, adding another layer of verification. Without a VMC, Gmail will not display your BIMI logo, even if all other authentication aspects are correct. If your BIMI logo isn't showing in Gmail despite a VMC, other factors may be at play.
Beyond technical setup: Reputation matters
Beyond technical configuration, sender reputation plays a crucial role in whether your BIMI logo is displayed. Mailbox providers, including Gmail, use sophisticated algorithms to assess the trustworthiness of senders. If your domain or sending IP address has a low reputation, high spam complaints, or is frequently on email blocklists (or blacklists), your emails may be delivered to the spam folder, or the BIMI logo may be suppressed.
Bulk email senders, in particular, need to maintain an impeccable sender reputation. Sending inconsistent volumes, to unengaged lists, or with content that triggers spam filters can negatively impact your standing. Gmail prioritizes user safety, and if there's any doubt about the legitimacy or quality of your emails, it may choose not to display your brand's logo.
Technical compliance
SPF and DKIM: Ensure these records are correctly set up and pass alignment checks for every sending domain and subdomain.
DMARC policy: Must be set to `p=quarantine` or `p=reject` to enforce authentication.
VMC: Obtain a Verified Mark Certificate for your trademarked logo from an accredited certificate authority.
Sender reputation
Consistent sending: Maintain a regular sending volume without sudden spikes or drops.
Engagement: Send to engaged subscribers and actively remove inactive addresses.
Low complaints: Minimize spam complaints by providing valuable content and easy unsubscribe options.
Beyond the core technical setup, ongoing monitoring of your sender reputation using tools like Google Postmaster Tools is essential. This can help identify issues that might prevent your logo from showing, even if your BIMI record is perfectly configured. Understanding your email domain reputation is key.
Troubleshooting common display issues
If your BIMI logo isn't appearing in Gmail for bulk emails on desktop, despite seeming to have everything in order, start by confirming the most common culprits. This troubleshooting process often involves revisiting foundational elements.
First, verify that your DMARC policy is enforced and that your emails are passing DMARC authentication. If emails are failing DMARC or if your policy is `p=none`, the BIMI logo will not display. Also, ensure your SVG logo file meets all BIMI requirements, including square dimensions and proper formatting. Even subtle errors can prevent display.
Finally, remember that the display of BIMI logos is ultimately at the discretion of each mailbox provider. While you can do everything correctly on your end, Gmail's specific rendering policies, especially for bulk senders and desktop clients, will dictate the final outcome. Prioritize maintaining excellent sender reputation, as this is often the underlying factor influencing deliverability and feature display.
Views from the trenches
Best practices
Always ensure your DMARC policy is set to quarantine or reject for your domain, as this is a fundamental requirement for BIMI logo display with many providers.
Consistently monitor your sender reputation and DMARC reports to catch any authentication failures or shifts in delivery behavior that could impact BIMI.
Verify that your SVG logo file adheres to all specified BIMI guidelines, including being square, publicly accessible, and correctly linked in your BIMI record.
Educate your team on the distinctions between how different email clients (desktop versus mobile) and different email types (transactional versus bulk) handle BIMI logo display.
Common pitfalls
Expecting BIMI logos to always appear in the desktop inbox list view, as Gmail often reserves this space for profile pictures or only displays logos upon opening.
Overlooking sender reputation issues, such as high spam complaints or poor engagement, which can prevent even perfectly configured BIMI logos from displaying.
Using an SVG file that is not publicly hosted or is incorrectly formatted, leading to errors in the BIMI record and subsequent logo suppression.
Failing to obtain a Verified Mark Certificate (VMC) for your trademarked logo, which is a mandatory requirement for BIMI logo display in Gmail.
Expert tips
Utilize Google Postmaster Tools to gain insights into your domain's reputation, spam rates, and DMARC authentication results, which are all critical for BIMI performance.
Regularly test your BIMI setup using various email clients and devices to understand how your logo is displayed across different environments and identify any discrepancies.
Implement robust list hygiene practices to ensure you're only sending to engaged recipients, as low engagement can negatively impact your sender reputation and BIMI visibility.
Consider segmenting your email sends to better manage reputation for different types of campaigns, especially if you send both transactional and marketing emails from the same domain.
Expert view
Expert from Email Geeks says the logos are generally not displayed in the list view of emails on desktop, even with BIMI. They are supposed to be displayed when you open the email, and with BIMI, you should see a blue tick.
2023-07-04 - Email Geeks
Expert view
Expert from Email Geeks says that how (and even if) a BIMI logo will be displayed is entirely at the discretion of the mail client.
2023-07-04 - Email Geeks
Maximizing BIMI visibility
While the immediate visual impact of a BIMI logo in the desktop inbox list view for bulk emails might not be as direct as some expect, its value still lies in enhanced brand trust and security. The blue checkmark in Gmail, visible upon opening the email and in mobile views, is a powerful signal of authenticity.
Achieving this requires not only perfect BIMI, SPF, DKIM, and DMARC configurations but also a steadfast commitment to maintaining a high sender reputation. For bulk email senders, this means diligent list hygiene, consistent sending practices, and monitoring feedback loops to ensure your messages are welcomed by recipients and mailbox providers alike.
By focusing on these core elements, you can maximize the chances of your BIMI logo appearing where supported and, more importantly, build a robust email program that delivers your messages reliably to the inbox.
Gmail, which is a significant trust indicator.
Gmail, visible upon opening the email and in mobile views, is a powerful signal of authenticity.
