Seeing your brand's logo consistently appear next to your emails in the Gmail inbox is a significant trust signal. It enhances brand recognition and helps recipients quickly identify your messages as legitimate. When your BIMI (Brand Indicators for Message Identification) logo suddenly stops showing, or never appears in the first place, it can be a source of frustration, leaving you wondering what went wrong.
The display of BIMI logos isn't always straightforward. It relies on a delicate balance of technical configuration, adherence to strict guidelines, and the discretion of the mailbox provider. Even when everything appears to be set up correctly, various factors can prevent your logo from appearing as expected in Gmail.
This guide will explore the common reasons why your BIMI logo might not be displaying in Gmail, from foundational authentication requirements to specific technical glitches and even temporary policy decisions by Google. Understanding these nuances is crucial for troubleshooting and ensuring your brand's visual identity consistently reaches the inbox.
Meeting BIMI's foundational requirements
Before troubleshooting specific display issues, it is essential to confirm that your foundational email authentication protocols are correctly implemented and aligned. Gmail's BIMI adoption hinges entirely on these security measures, ensuring that only verified senders can display their logos. Without them, your BIMI logo will not appear.
Specifically, your domain needs to be protected by DMARC (Domain-based Message Authentication, Reporting, and Conformance) with a policy set to either quarantine or reject. This policy dictates how receiving mail servers should handle emails that fail DMARC authentication. A p=none policy, while useful for initial monitoring, will not allow your BIMI logo to display in Gmail. Your SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) records also need to be correctly configured and aligned with your DMARC policy for proper authentication.
In addition to robust authentication, Gmail requires a Verified Mark Certificate (VMC) or a Common Mark Certificate (CMC) to display BIMI logos. A VMC links your trademarked logo to your authenticated domain, providing a higher level of trust. While a CMC also verifies your logo, it does not require trademark registration, offering more flexibility for brands without registered marks. Ensure your certificate is current and correctly linked in your BIMI DNS record. You can find more details on Gmail's specific BIMI requirements.
Verified Mark Certificate (VMC)
A VMC requires your logo to be a registered trademark. It provides the highest level of trust and visual authentication.
Trademark Required: Your logo must be legally trademarked with an accepted intellectual property office.
Higher Trust: Offers a robust verification process, confirming brand authenticity.
Gmail Preferred: Historically, Gmail primarily supported VMCs for BIMI display.
Common Mark Certificate (CMC)
A CMC verifies your logo without the need for trademark registration. It's a newer option that broadens BIMI accessibility.
No Trademark Required: More accessible for brands without registered trademarks.
Trust Verification: Still verifies the logo's authenticity and links it to your domain.
Even when your DMARC is correctly configured with a strong policy and you have a valid VMC or CMC, technical missteps can still prevent your BIMI logo from appearing. These issues often relate to the specific format of your logo file, its hosting, or errors in your BIMI DNS record.
Your BIMI logo must be in SVG (Scalable Vector Graphics) format. It needs to be a tiny-ps version of SVG, which is a stricter subset of the SVG standard. This ensures security and consistent rendering across various email clients. Common mistakes include using standard SVG, having external references, or including scripts within the SVG file, all of which will prevent it from displaying.
The BIMI DNS record (a TXT record) in your domain's DNS is critical. It points to both your SVG logo file and your VMC/CMC. Any typos, incorrect URLs, or missing values in this record will lead to display failure. Ensure the v= (version), l= (logo URL), and a= (authority URL for VMC/CMC) tags are accurate. The logo file also needs to be hosted on a publicly accessible HTTPS server, and the certificate must be valid.
Example BIMI DNS TXT RecordDNS
default._bimi.yourdomain.com IN TXT "v=BIMI1;l=https://yourdomain.com/bimi/logo.svg;a=https://your-ca.com/certificate.pem"
Factors affecting Gmail BIMI display
Even with perfect technical implementation, Gmail's display of BIMI logos can be influenced by factors beyond your direct control, particularly related to sender reputation and temporary policy adjustments. One of the most common reasons why a BIMI logo may not display is if your email reputation with Gmail is not sufficiently high. Mailbox providers, including Gmail, prioritize the user experience and security. If your domain or IP is on a blacklist (or blocklist), or has a history of spam complaints, your logo is unlikely to be shown.
Additionally, mailbox providers sometimes implement temporary pauses or adjustments to how BIMI logos are displayed. These changes can occur to address potential exploits, implement new features, or simply as part of ongoing system maintenance. During such periods, you might observe that logos which previously appeared consistently are no longer visible, or that there is a global reduction in BIMI logo display across many brands.
It is also worth noting that the display of BIMI logos can vary across different versions of the Gmail client, such as the desktop web interface versus the mobile applications (iOS and Android). While efforts are made for consistent display, subtle differences can exist. You can explore more about where BIMI logos appear in email clients.
Technical setup
DMARC Policy: Must be set to p=quarantine or p=reject.
SVG Format: Logo must be SVG tiny-ps, publicly accessible via HTTPS.
DNS Record: Correct BIMI TXT record pointing to logo and certificate.
Certificate: Valid and non-expired VMC or CMC from an accredited authority.
Mailbox provider discretion
Sender Reputation: Poor reputation (spam complaints, blacklisting) can suppress logo display.
Temporary Pauses: Mailbox providers may temporarily disable BIMI display for various reasons.
Internal Policies: Each provider has specific criteria that must be met.
User Behavior: High complaint rates or low engagement can negatively impact display.
Advanced troubleshooting and monitoring
When your BIMI logo isn't appearing in Gmail, systematic troubleshooting is key. Start by verifying each component of your BIMI setup, from the DNS record to the logo file itself. Use online BIMI validators to quickly check your record's syntax and accessibility of your SVG file. Many services offer these free checks.
Beyond the initial setup, continuous monitoring of your email deliverability and sender reputation is vital. Tools like Google Postmaster Tools provide insights into your domain's reputation with Gmail, including spam rates and authentication errors. Keeping these metrics healthy contributes to better inbox placement and, by extension, BIMI logo display.
Finally, remember that the email ecosystem is dynamic. Mailbox providers, including Gmail, constantly update their policies and algorithms to combat spam and enhance security. Staying informed about these changes and maintaining robust authentication standards, along with consistent good sending practices, will increase the likelihood of your BIMI logo consistently appearing. For specific troubleshooting steps, refer to our guide on how to troubleshoot BIMI logo not showing.
BIMI Component
Common Issues
Troubleshooting Step
DMARC Record
Policy is p=none; authentication failures.
Ensure policy is p=quarantine or p=reject. Monitor DMARC reports.
BIMI DNS TXT Record
Typo in l= or a= value; record not published.
Verify record contents with a BIMI checker. Check for propagation.
SVG Logo File
Incorrect tiny-ps format; not HTTPS; inaccessible.
Ensure logo is SVG tiny-ps, hosted securely, and publicly reachable.
VMC/CMC Certificate
Expired certificate; mismatch with domain/logo.
Confirm certificate validity and ensure it matches the BIMI record.
Views from the trenches
Best practices
Maintain a strong sender reputation by avoiding spam complaints and bounces.
Regularly monitor your DMARC reports for authentication failures.
Ensure your SVG logo file adheres to the strict tiny-ps format requirements.
Common pitfalls
Forgetting to update DMARC policy from p=none to p=quarantine or reject.
Using an SVG file that is not in the required tiny-ps format.
Hosting the BIMI logo on an insecure (HTTP) server or behind bot protection.
Expert tips
Even with a perfect setup, Gmail might temporarily pause BIMI display to address system issues.
Mailbox providers have the final say on logo display, often based on overall sender trust.
A sudden disappearance of your logo could be a global issue affecting many brands.
Expert view
Expert from Email Geeks says that Google has not been showing logos for a few days and there have been no communications about it.
2024-05-28 - Email Geeks
Expert view
Expert from Email Geeks says that BIMI logos appear to be on pause at Gmail at the moment, possibly due to past instances where Gmail temporarily turned off BIMI logos while addressing exploits or potential exploits.
2024-05-28 - Email Geeks
Conclusion: Ensuring your brand's presence
The appearance of your BIMI logo in Gmail is a powerful indicator of your brand's legitimacy and trustworthiness. While the process involves several technical steps, understanding the common pitfalls and dynamic nature of mailbox provider policies is crucial for consistent display. From ensuring proper DMARC implementation and a valid certificate to maintaining a stellar sender reputation, each element plays a vital role.
By diligently checking your configurations, adhering to SVG specifications, and staying informed about any temporary shifts in display policies, you can significantly improve the chances of your logo being consistently shown. Remember, a disappearing BIMI logo is often a signal to review your entire email security and deliverability posture, ensuring it meets the stringent requirements of major email providers like Google.
Gmail, prioritize the user experience and security. If your domain or IP is on a blacklist (or blocklist), or has a history of spam complaints, your logo is unlikely to be shown.
Gmail, including spam rates and authentication errors. Keeping these metrics healthy contributes to better inbox placement and, by extension, BIMI logo display.
Google.
