Summary
Many email marketers wonder why their Brand Indicators for Message Identification (BIMI) logos aren't appearing in the Gmail inbox list view on desktop, especially for bulk emails. This common observation often leads to confusion, as the logo may display correctly on mobile devices or after the email is opened. The key distinction lies in how Gmail's desktop interface currently handles BIMI compared to its mobile counterpart and other display mechanisms, such as Google profile pictures.
Key findings
- Desktop limitation: Gmail's desktop interface generally does not display BIMI logos in the inbox list view for bulk emails. This is a specific design choice by Gmail for its desktop client.
- Mobile display: BIMI logos are more consistently displayed in the inbox list view on Gmail's mobile applications, provided the app is updated.
- In-email display: The BIMI logo, along with a blue tick indicating verification, appears when the email is opened on both desktop and mobile.
- Distinguishing logos: If a logo appears without the blue checkmark inside the email, it is likely a Google profile image or a company's default avatar, not a BIMI-verified logo.
Key considerations
- Client-side decision: The display of BIMI logos is ultimately determined by each individual mail client, not solely by the sender's BIMI implementation. This means that while you can implement BIMI correctly, the email client still decides if (and how) to display your logo.
- BIMI requirements: Ensure your BIMI record is properly configured and all email authentication standards (SPF, DKIM, DMARC with a p=quarantine or p=reject policy) are met. For a deeper dive into these requirements, see our guide on how to display your logo in email inboxes.
- Reference authoritative sources: Always refer to official BIMI documentation, such as the BIMI Group's website, for the most accurate information on where and how logos are displayed. You can also review Google's official Workspace Updates blog for recent announcements.
- Troubleshooting display: If you are troubleshooting your BIMI logo display, focus on mobile app updates and the in-email blue tick for verification, as the desktop inbox view for bulk email is not typically supported. Our comprehensive guide on BIMI troubleshooting can provide further assistance.
What email marketers say
Email marketers often share their experiences and observations regarding BIMI logo display, noting inconsistencies between desktop and mobile clients, and raising questions about official documentation versus real-world behavior. Many find that despite proper BIMI implementation, the inbox list view on desktop Gmail remains elusive for their brand logos.
Key opinions
- Mobile-first display: A common observation is that BIMI logos are primarily visible in the inbox list view on mobile Gmail applications, not on desktop.
- Confusion with documentation: Some marketers express confusion when third-party tools or official-looking screenshots show BIMI logos in desktop list view, contrasting with their actual experience.
- In-email verification: The blue tick from Google, which appears upon opening a BIMI-verified email, is a clear indicator that BIMI is working, even if the logo isn't in the list view.
- Profile picture vs. BIMI: Marketers often highlight the distinction between a logo displayed via a Google profile picture (without a blue tick) and a BIMI-verified logo (with a blue tick), noting that the former can appear even without BIMI.
Key considerations
- Set realistic expectations: Marketers should understand that BIMI's primary benefit for Gmail users is the verified blue checkmark and in-email logo display, particularly on desktop, rather than a list view logo.
- Focus on authentication: Prioritize robust DMARC implementation, as it is a foundational requirement for BIMI and crucial for overall email deliverability. For more information, read about the benefits of implementing DMARC.
- Monitor mobile display: Regularly check how your BIMI logo appears on various mobile clients to ensure it's displaying correctly where it's most expected.
- Understand client nuances: Recognize that different email clients (Gmail, Yahoo, Apple Mail) have varying policies on where and how BIMI logos are displayed. Our page on where BIMI logos appear in email clients provides a good overview.
Marketer view
A marketer from Email Geeks observed that despite having BIMI implemented, their brand's logo was not displaying in the list view of Gmail on desktop. They noted that the logo only appeared once the email was opened, where it was accompanied by a blue tick, distinguishing it from non-BIMI verified logos.
Marketer view
An email marketer from Inbox Collective suggests that on desktop, the BIMI logo typically appears inside the email rather than in the inbox view. They emphasize that while this provides key branding once the email is opened, it's not designed for the list view on desktop.
What the experts say
Industry experts provide crucial insights into the technical nuances and practical realities of BIMI logo display, often clarifying common misconceptions. Their collective wisdom emphasizes that mailbox provider discretion and client-specific implementations significantly impact whether and how BIMI logos are rendered, especially across different device types.
Key opinions
- Mail client control: Experts consistently state that the display of BIMI logos is entirely at the discretion of the mail client. This means even with perfect implementation, a client can choose not to show it in certain views.
- Desktop vs. mobile behavior: It is widely understood that Gmail's desktop client does not currently support BIMI logo display in the inbox list view, while its mobile app does.
- Misleading previews: Some third-party tools might show mock-ups that incorrectly suggest desktop list view support, leading to marketer confusion.
- BIMI's core value: The primary benefit of BIMI on Gmail desktop is the blue checkmark verification seen upon opening the email, which signifies trust and authenticity.
Key considerations
- Consult official sources: Always refer to BIMI Group's official resources or Google's own announcements for accurate, up-to-date information on logo display policies across different clients and views.
- Distinguish logo types: Educate yourself on the difference between a Google Profile picture (or general avatar) and a BIMI-verified logo, as only the latter carries the blue checkmark of authenticity. Understanding this helps avoid false positives when checking display.
- Beyond logo display: While logo display is a visual benefit, the core value of BIMI lies in enhancing email security and brand trust through strong authentication. This in turn contributes to better email deliverability.
- Align with DMARC: Ensure your DMARC policy is set to quarantine or reject, as this is a non-negotiable prerequisite for BIMI to function correctly.
Expert view
An expert from Email Geeks confirms that Gmail currently does not display BIMI logos in the list view on desktop. They emphasized that this is the present behavior and not an indication of a misconfiguration by the sender.
Expert view
An expert from SpamResource notes that while DMARC is a requirement for BIMI, it does not guarantee the BIMI logo will be displayed. They explain that factors such as domain reputation and email volume can also influence whether a logo is shown by a mailbox provider.
What the documentation says
Official documentation from BIMI organizations and major email providers outlines the requirements and intended display locations for BIMI logos. However, it's important to note that these documents primarily focus on technical implementation and overall support, sometimes leaving room for interpretation regarding specific UI/UX decisions by individual mailbox providers, particularly concerning different device types.
Key findings
- Mailbox provider discretion: Documentation explicitly states that each participating mailbox provider determines where BIMI logos show up in their applications and can choose not to display a logo.
- Core requirements: The fundamental requirement for BIMI display across all clients is proper email authentication, including SPF, DKIM, and DMARC with an enforcement policy (p=quarantine or p=reject).
- Google's security emphasis: Google's announcements about BIMI often highlight the blue checkmark as a key indicator of verified identity and enhanced security, which appears upon opening an email.
- VMC recommendation: While not always mandatory, a Verified Mark Certificate (VMC) is often recommended or required by some providers for full BIMI logo display, particularly in prominent locations.
Key considerations
- Understand client variations: Familiarize yourself with the specific display policies of each major email client you send to. The BIMI Group website provides tables detailing where BIMI logos are displayed.
- Verify DMARC compliance: Before expecting BIMI logo display, ensure your domain has a DMARC record with a policy of p=quarantine or p=reject. A correct DMARC configuration is critical.
- Monitor Google's announcements: Stay updated with Google's official Workspace Updates blog, as they periodically announce changes to how they handle email security features like BIMI. This can provide direct insights into current display behavior.
Technical article
Documentation from BIMI Group states that each participating mailbox provider has the autonomy to decide where and if BIMI logos are shown within their applications. They can also choose not to display a logo based on their own criteria.
Technical article
Google's official updates confirm that expanding Gmail security with BIMI primarily focuses on the blue checkmark verification. This checkmark, alongside the logo, appears upon opening the email, reinforcing sender authenticity.
Related resources
11 resources
Related pages
How do I display my logo in email inboxes, particularly Gmail, and what are the BIMI requirements?
How do I implement BIMI and get my logo to show in Gmail and Yahoo Mail?
Why is my BIMI logo not showing in Gmail?
Where does the BIMI logo appear in email clients?
Which email clients actually support BIMI?
A simple guide to DMARC, SPF, and DKIM
How to safely transition your DMARC policy to quarantine or reject
Email Deliverability Issues: Getting Your Messages to the Inbox in 2025
Why Your Emails Are Going to Spam in 2024 and How to Fix It
How do I troubleshoot BIMI logo not showing after implementation?
