Summary
When your BIMI logo appears broken in Gmail, it is a frustrating experience that points to underlying configuration issues. While BIMI (Brand Indicators for Message Identification) aims to display your brand logo in email inboxes, Gmail has specific requirements that, if not met, can lead to your logo not showing correctly, or appearing as a broken image. Often, the problem isn't just with the BIMI record itself, but with auxiliary factors like your Google Account's avatar image, or the DMARC policy of your root domain.
Key findings
- VMC requirement: Gmail requires a Validated Mark Certificate (VMC) for your BIMI logo to be displayed, distinguishing it from general Google Account avatars.
- DMARC policy: Your organizational (root) domain's DMARC policy must be set to p=quarantine or p=reject for BIMI to function, even if your subdomain is at enforcement.
- Avatar vs. BIMI: A broken logo might sometimes stem from issues with your Google Account's avatar image rather than a BIMI misconfiguration, especially if a VMC is not in place.
- DNS issues: Errors in your DNS record, such as incorrect formatting or a missing record, can prevent email services from successfully fetching your logo.
Key considerations
- Verify DMARC policy: Ensure your organizational domain's DMARC policy is set to 'quarantine' or 'reject'. You can learn more about DMARC record and policy examples to assist with this.
- Acquire a VMC: If displaying your logo in Gmail is critical, obtaining a Validated Mark Certificate is a necessary step. You can check the BIMI Group FAQs for more details.
- Review Google Account avatar: If you don't have a VMC, or even if you do, confirm that your Google Account's profile picture is correctly set and not corrupted. Re-uploading it might resolve display inconsistencies.
- Audit BIMI configuration: Use an audit tool to ensure your BIMI DNS record is correctly published and formatted. For further guidance, see how to validate BIMI records and fix common errors.
What email marketers say
Email marketers often encounter unexpected issues with BIMI logo display in Gmail, sometimes confusing standard Google Account avatars with BIMI-verified logos. Many are unaware of Gmail's strict Validated Mark Certificate (VMC) requirement or the necessity for the root domain's DMARC policy to be at an enforcement level (quarantine or reject). This often leads to troubleshooting attempts focused on avatar images, even when the underlying problem is a missing VMC or an insufficient DMARC policy.
Key opinions
- Avatar confusion: Many marketers initially suspect a broken Google Account avatar image when their BIMI logo isn't displaying correctly, particularly when BIMI is not fully implemented with a VMC.
- VMC unawareness: There's common unawareness that Gmail specifically requires a Validated Mark Certificate (VMC) for BIMI logos to appear, unlike other mailbox providers.
- Root domain DMARC: Marketers may not realize that a DMARC policy of p=none on the root domain can prevent BIMI logos from displaying, even if a subdomain is compliant.
- Inconsistent display: Logos might appear correctly on some personal Gmail accounts but not on work accounts, adding to the confusion regarding the root cause.
Key considerations
- Budget for VMC: Consider the financial investment for a Validated Mark Certificate as a necessary component for BIMI display in Gmail. More on BIMI accredited certificate providers.
- DMARC enforcement: Prioritize migrating your root domain's DMARC policy to quarantine or reject to ensure BIMI compliance. For a step-by-step guide, review how to implement BIMI for Gmail and Yahoo Mail.
- Separate troubleshooting paths: Distinguish between troubleshooting a general Google Account avatar issue and a specific BIMI configuration problem.
- Test logo appearance: After setting up BIMI, send test emails to various inboxes like Gmail and Yahoo to verify proper logo display.
Marketer view
Marketer from Email Geeks asks about a broken BIMI logo in Gmail, noting that despite passing most BIMI checks, some users see a broken image and they are unsure why.
Marketer view
Marketer from DuoCircle highlights that a missing, erroneous, or poorly formatted DNS record can prevent email services from fetching and displaying a BIMI logo.
What the experts say
Deliverability experts consistently emphasize that BIMI logo display in Gmail hinges on specific, often overlooked, requirements. They point out that a common reason for a broken logo is the absence of a Validated Mark Certificate (VMC), which Google mandates for BIMI. Furthermore, the DMARC policy for the organizational (root) domain must be at an enforcement level, such as 'quarantine' or 'reject', regardless of the subdomain's compliance. Experts also advise differentiating between true BIMI issues and simpler problems like a corrupted Google Account avatar image.
Key opinions
- VMC is essential for Gmail: Experts confirm that Google requires a Validated Mark Certificate (VMC) for BIMI logos to appear in Gmail inboxes.
- Root DMARC policy: The root organizational domain's DMARC policy must be set to p=quarantine or p=reject for BIMI to work effectively in Gmail.
- Not always BIMI related: A broken logo might simply be due to a corrupted Google Account avatar image rather than a BIMI setup error, especially if a VMC is not present.
- Image fetching issues: Sometimes, Gmail may be unable to fetch the logo image, indicating a connectivity or DNS resolution problem.
Key considerations
- Prioritize VMC acquisition: If displaying your brand logo in Gmail is a key deliverability goal, allocate resources to obtain a Validated Mark Certificate.
- Ensure DMARC enforcement: Work towards achieving a DMARC policy of p=quarantine or p=reject for your organizational domain, as this is fundamental for BIMI. Understanding the benefits of implementing DMARC can further highlight its importance.
- Inspect Google Avatar: If a VMC is not yet in place, ensure the Google Account's profile picture is correctly configured, potentially removing and re-adding it to fix display issues.
- Review authentication alignment: Ensure proper SPF, DKIM, and DMARC alignment, which are prerequisites for BIMI. A simple guide to DMARC, SPF, and DKIM can help solidify your understanding.
- Understand Gmail's nuances: Be aware that Gmail's logo display can sometimes be a side effect of broader domain verification, not solely BIMI.
Expert view
Deliverability expert from Email Geeks suggests that Gmail's inability to fetch the image URL could be the underlying cause of a broken BIMI logo.
Expert view
Deliverability Expert from Kickbox Blog suggests that some observed Gmail BIMI display issues are not directly BIMI-related but rather side effects of how domain verification is handled.
What the documentation says
Official documentation and technical resources provide clear guidelines for BIMI implementation, highlighting the non-negotiable prerequisites for logo display, especially in demanding environments like Gmail. These sources confirm that a robust DMARC policy, specifically set to 'quarantine' or 'reject', is fundamental. They also specify the need for a Validated Mark Certificate (VMC) for Gmail, alongside precise SVG Tiny 1.2 format requirements for the logo image itself. Adherence to these technical specifications and DNS record accuracy is crucial for successful BIMI adoption.
Key findings
- DMARC enforcement: BIMI strictly requires a DMARC policy set to p=quarantine or p=reject for your domain.
- Gmail's VMC mandate: Gmail specifically requires a Validated Mark Certificate (VMC) to display BIMI logos.
- SVG Tiny 1.2 format: Your brand logo must be in SVG Tiny 1.2 format and meet specific size and content requirements.
- DNS record accuracy: The BIMI DNS record must be correctly published and error-free for mailbox providers to fetch the logo.
- Mailbox provider discretion: Each participating mailbox provider retains the right to determine where and if a BIMI logo is displayed.
Key considerations
- Adhere to DMARC policy: Ensure your DMARC implementation is fully at enforcement for the domain sending BIMI-enabled emails. Find out more about BIMI requirements for displaying your logo in Gmail.
- Obtain a VMC: If targeting Gmail, plan to acquire a Validated Mark Certificate from an accredited Certificate Authority.
- Validate SVG logo: Strictly follow the SVG Tiny 1.2 specifications and use official validators. For assistance, consult how to troubleshoot SVG issues for BIMI.
- Check DNS records: Regularly verify your BIMI DNS TXT record for correctness and accessibility.
- Review mailbox provider policies: Understand that each mailbox provider has its own display rules and may choose not to show your logo under certain conditions.
Technical article
BIMI Group documentation states that each mailbox provider supporting BIMI has the discretion to determine where and if a BIMI logo is displayed within their applications.
Technical article
Technical documentation from The SSL Store™ outlines that BIMI displays a logo in the email sender field and requires DMARC setup, a logo in a supported format, and validation.
Related resources
5 resources
Related pages
Why is my BIMI logo not showing in Gmail?
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?
How do I validate BIMI records and fix common errors?
How to set up BIMI and Google Promotion Tab logos, and troubleshoot SVG issues?
Why is my BIMI logo not showing in Gmail and other email clients?
How do I troubleshoot BIMI logo not showing after implementation?
Which email clients actually support BIMI?
A simple guide to DMARC, SPF, and DKIM
A guide to BIMI accredited certificate providers
