Summary
The display of Brand Indicators for Message Identification (BIMI) logos in Gmail can be inconsistent, leading to concerns among email senders. This issue is often not a sign of a global BIMI breakdown, but rather a reflection of Gmail’s (and other mailbox providers') policies, which can involve temporary pauses or specific criteria that go beyond mere technical setup. Even with a correctly configured BIMI record and a validated logo, the ultimate decision to display the logo rests with the Mail User Agent (MUA) and is influenced by factors like sender reputation and real-time security assessments.
Key findings
- Gmail pauses: Gmail has been known to temporarily halt BIMI logo display to address potential exploits or system adjustments. These pauses are often unannounced.
- MUA discretion: The decision to display a BIMI logo is entirely at the discretion of the Mail User Agent (MUA), such as Gmail, Apple Mail, or Yahoo Mail, even if the BIMI record is valid.
- Reputation matters: Sender reputation plays a significant role in whether a logo is displayed. Mailbox providers might disable a logo if they detect ongoing abuse or poor sending practices, even for individual brands like PayPal, as seen with Yahoo Mail.
- Authentication importance: Strong email authentication protocols, particularly DMARC at an enforcement policy (p=quarantine or p=reject), are prerequisites for BIMI display.
- VMC/CMC necessity: A Verified Mark Certificate (VMC) or a Common Mark Certificate (CMC) is required for logo validation, though a VMC used to be strictly necessary for Gmail (this has changed recently).
Key considerations
- Stay updated: Keep an eye on announcements from mailbox providers like Google regarding changes to their BIMI policies or temporary disruptions. While they may not always announce changes widely, staying informed can help understand evolving display criteria.
- Verify authentication: Regularly check your DMARC, SPF, and DKIM records to ensure they are correctly configured and aligned, as these are foundational for BIMI to work. Our guide on how to display your logo in email inboxes provides further details.
- Monitor reputation: Maintain a strong sender reputation through consistent sending practices, low complaint rates, and avoiding blacklists. A good reputation is paramount for consistent BIMI logo display.
- Understand MUA policies: Acknowledge that BIMI display is not guaranteed by technical compliance alone. Each mailbox provider has its own criteria, as outlined by the BIMI Group.
What email marketers say
Email marketers often express frustration and confusion when their diligently configured BIMI logos fail to appear consistently in Gmail. They typically focus on the tangible aspects of setup, like DNS records and certificate validation, and are surprised when these efforts don't translate into universal display. Their experiences often highlight the unpredictable nature of BIMI visibility, prompting questions about underlying reasons beyond technical compliance.
Key opinions
- Inconsistent display: Many marketers report that their BIMI logos show up for some recipients or at some times, but not consistently across all Gmail users or devices.
- Lack of communication: A common concern is the absence of official communication from Google when BIMI logo display is temporarily paused or altered, leaving marketers guessing.
- Profile icons: Some marketers observe that instead of their BIMI logo, Gmail displays a generic profile icon (like a single letter on a solid background), indicating a fallback when BIMI fails.
- Platform-specific issues: While the initial query might be about a 'global' BIMI issue, marketers quickly recognize that specific mailbox providers, such as Yahoo Mail, can implement their own policies that affect logo display for certain brands or due to abuse.
Key considerations
- Beyond technical setup: Marketers should understand that successful BIMI implementation extends beyond just setting up the DNS records and acquiring a VMC or CMC. It deeply involves maintaining a pristine sender reputation and adherence to all deliverability best practices.
- Anticipate changes: Be prepared for unannounced changes from large mailbox providers. Google's actions are often reactive to security threats or internal optimizations, which can impact BIMI display rates without public notification. This highlights why your BIMI logo might not be displaying for bulk emails.
- Monitor delivery: While there's no minimum email volume required for BIMI display in Gmail, consistent, high-quality sending is key. Regularly check your inbox placement and BIMI display status across different email clients.
- Holistic deliverability: Focus on overall email deliverability health. Even with BIMI, if emails land in spam or bounce, the logo won't be seen. AWeber's insights emphasize that authentication is just the first step.
Marketer view
Marketer from Email Geeks indicates Google has not been showing logos for a few days without any official communication. This silence from Google leaves many brands in the dark about why their logos are no longer appearing, despite having correctly implemented BIMI. It's frustrating when there's no clear explanation for such a significant change in brand visibility.
Marketer view
Marketer from AWeber Blog Comment expresses frustration after following all BIMI setup steps, including acquiring a VMC, yet still experiencing inconsistent logo display in Gmail. They note the challenge of investing in these advanced protocols only to face unreliable visibility, constantly checking DNS records for issues that might not be there. It points to a deeper issue where technical compliance doesn't guarantee the desired outcome, leading to ongoing troubleshooting efforts.
What the experts say
Email deliverability experts highlight that BIMI logo display is not a guaranteed outcome of technical configuration alone. They emphasize that mailbox providers, including Gmail, retain full discretion over whether and how they display logos, often influenced by ongoing security assessments, sender reputation, and internal policies. Experts advise that temporary pauses in BIMI display are not uncommon and can be a sign of behind-the-scenes adjustments to combat potential exploits or improve system stability.
Key opinions
- Temporary pauses: Experts confirm that Gmail has historically put BIMI logo display on pause to address potential exploits or vulnerabilities. This is a recurring pattern.
- Unannounced changes: It is typical for mailbox providers like Google not to publicly announce temporary disruptions to BIMI display, often to avoid tipping off malicious actors.
- MUA control: The display of a BIMI logo is ultimately at the discretion of the Mail User Agent (MUA). Publishing a BIMI record merely signals eligibility, it does not mandate display. This is a common misconception that needs clarification.
- Abuse impact: Individual mailbox providers can disable BIMI logos for specific brands if those brands' platforms are being abused, even if they have valid BIMI records. This highlights the real-time reputation influence.
Key considerations
- Anticipate fluctuations: Brands should anticipate that BIMI logo display may fluctuate due to ongoing security efforts and policy refinements by Gmail. This suggests that BIMI might disappear and be restored without notice.
- Maintain strong reputation: Given that providers can disable logos for abuse, a consistently strong sender reputation is crucial for maintaining BIMI visibility.
- Focus on fundamentals: While BIMI is important for brand identity, experts advise focusing on core deliverability best practices, including robust authentication and content quality, as these underpin all inbox placement and display decisions. This ensures that you can troubleshoot BIMI logo not showing effectively.
- Understand the why: Understanding that temporary BIMI pauses are often related to security fixes, as discussed by SpamResource.com, helps manage expectations and strategize. This prevents misinterpretations of the issue.
Expert view
Expert from Email Geeks explains that BIMI logos appear to be on a temporary pause at Gmail, indicating a potential internal adjustment rather than a widespread technical failure on the sender's part. They theorize that this could be due to Gmail addressing exploits or internal system issues, a practice observed in the past. This suggests that brands should not immediately assume their setup is faulty but rather recognize that these are dynamic operational decisions by the provider.
Expert view
Expert from SpamResource highlights that inconsistency in BIMI logo display is often connected to a sender's overall reputation and adherence to evolving sender requirements. They assert that while DMARC and a VMC are crucial foundational elements, mailbox providers like Google maintain the right to display logos based on their own risk assessments and user experience priorities. This includes a continuous monitoring of abuse patterns, even from senders who are otherwise technically compliant.
What the documentation says
Official documentation from BIMI organizations and major mailbox providers consistently states that while BIMI provides a standardized method for publishing brand logos, the final display of these logos rests solely with the Mail User Agent (MUA). This discretion is often tied to the sender's adherence to strong authentication standards like DMARC (with enforcement policies), the validation of the logo via a Verified Mark Certificate (VMC) or Common Mark Certificate (CMC), and the overall sending reputation. Documentation often highlights security as a primary reason for this control, ensuring that displayed logos genuinely represent trusted senders.
Key findings
- Provider discretion: BIMI documentation explicitly states that each participating mailbox provider determines where and if BIMI logos are displayed, with the option to withhold display for various reasons.
- DMARC requirement: A DMARC policy set to enforcement (p=quarantine or p=reject) is a fundamental prerequisite for BIMI logo display across all supporting providers, including Gmail and Yahoo.
- Logo validation: Validated logos via VMCs or CMCs are essential. The type of certificate required can vary by provider, with some, like Gmail, recently broadening support for CMCs.
- Reputation influence: Even with proper authentication and certification, a strong sender reputation is key. Poor reputation can lead to a logo not being displayed, as mailbox providers prioritize user security.
Key considerations
- Verify DMARC policy: Ensure your DMARC record is correctly published and enforced. Without this, your BIMI logo will not appear. Our guide on BIMI implementation details these steps.
- Logo format: Confirm your logo meets the SVG format requirements specified by BIMI, including being a square, trademarked (for VMCs), and properly validated.
- Client-specific behavior: Be aware that BIMI logo display can differ between email clients and even between promotional and personal emails. Consult documentation on which email clients support BIMI.
- Review provider guidelines: Regularly check Google's official product announcements for any updates to their BIMI support or requirements, as these can change. The Google Workspace Blog is a good source for these.
Technical article
BIMI Group documentation specifies that each participating mailbox provider has the autonomy to decide where BIMI logos are displayed within their applications. Furthermore, providers can choose to suppress logo display if they identify any issues or security concerns related to your sending domain, regardless of whether a valid BIMI record is present. This emphasizes the provider's ultimate control over the user interface and security.
Technical article
Google Workspace Blog documentation states that to leverage BIMI, organizations must ensure they have adopted DMARC with an enforcement policy, specifically p=quarantine or p=reject. Additionally, the logo needs to be validated with either a Verified Mark Certificate (VMC) or a Common Mark Certificate (CMC). For Gmail users, these strong authentication and validation steps are particularly crucial for logo visibility. This highlights the foundational requirements for successful BIMI implementation within the Google ecosystem.
Related resources
15 resources
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