Summary
The BIMI logo not appearing in Gmail is multifaceted. Core technical requirements include a valid VMC from a recognized authority, correctly configured DNS records, and a DMARC policy set to 'p=quarantine' or 'p=reject'. Google's interpretation of VMC guidelines, particularly requiring the Trademark Office URL, also plays a role. External factors include Gmail's reputation system, propagation delays, and the fact that not all email providers support BIMI. Inconsistencies between the logo and brand and DNS record placement can also contribute to the issue. Patience during implementation and awareness of these various factors are crucial.
Key findings
- VMC Validation: A valid VMC from a recognized authority is essential for BIMI to function. Google now prioritizes Trademark Office URLs.
- DMARC Policy: DMARC must be set to 'p=quarantine' or 'p=reject'. A policy of 'p=none' will prevent the logo from displaying.
- DNS Configuration: Correct DNS settings, including proper syntax and record placement at the root domain, are critical.
- Gmail Reputation: Gmail's reputation system can delay or prevent the logo from displaying for senders with poor reputations.
- Propagation Delays: It can take days or weeks for BIMI to propagate and for Gmail to display the logo due to caching.
- Provider Support: Not all email providers support BIMI, impacting logo visibility.
- Logo Consistency: The BIMI logo should align with branding to avoid potential visual checks.
- Implementation complexity: BIMI implementation and trouble shooting requires strong SPF, DKIM and DMARC knowledge
Key considerations
- Technical Setup: Thoroughly verify your VMC, DMARC, and DNS configurations. Pay close attention to logo format guidelines.
- Root Domain vs. Subdomain: Consider placing the BIMI DNS record at the root domain for inheritance, as suggested.
- Email Reputation: Monitor and maintain a strong sending reputation with Gmail.
- Patience: Allow ample time for BIMI to propagate after implementation.
- VMC Source: Ensure that the VMC is issued by a CA which is recognised by the mailbox providers.
What email marketers say
13 marketer opinions
BIMI logo display issues in Gmail stem from several factors, including technical implementation (VMC validation, DNS configuration, DMARC policy), Gmail's reputation system, propagation delays, and inconsistencies between the logo and brand. Google's interpretation of VMC guidelines, particularly the Trademark Office URL requirement, plays a role. Not all email clients support BIMI, and patience is necessary due to caching and propagation delays.
Key opinions
- Technical Issues: Problems with VMC validation, incorrect DNS configuration, and improperly enforced DMARC policies can prevent the BIMI logo from displaying.
- Gmail's Reputation: Gmail's reputation system can delay or prevent logo display if the sender's domain has a poor reputation.
- Propagation Delays: Caching and propagation delays can cause the logo to take days or weeks to appear after implementation.
- VMC Guidelines: Google specifically requires the Trademark Office URL, not the Trademark Office Name, for VMC validation.
- Provider Support: Not all email providers support BIMI, so the logo might not display if the recipient's email client doesn't support it.
Key considerations
- VMC Validation: Ensure your VMC is valid, issued by a recognized authority, and correctly installed.
- DNS Configuration: Double-check the syntax and placement of the BIMI record in your DNS settings.
- DMARC Policy: Set your DMARC policy to either 'p=quarantine' or 'p=reject'.
- Email Reputation: Maintain a good email sending reputation with Gmail.
- Patience: Allow sufficient time for BIMI propagation and caching before troubleshooting.
- Branding Consistency: Ensure the logo used for BIMI is consistent with your website branding.
Marketer view
Email marketer from a StackOverflow thread responds that incorrect DNS settings are a common cause. He recommends double-checking the syntax and placement of the BIMI record.
6 Sep 2022 - StackOverflow
Marketer view
Email marketer from Email on Acid shares that inconsistencies between the logo used for BIMI and the branding on the website can cause issues, as some email clients may perform visual checks.
16 May 2023 - Email on Acid
What the experts say
3 expert opinions
BIMI logo display issues in Gmail can arise from incorrect DNS record placement (using a subdomain instead of the root domain), technical problems related to VMC validity and DMARC/DNS configuration, and the overall complexity of BIMI implementation, which requires careful attention to SPF, DKIM, and DMARC. Furthermore, the absence of BIMI support by all mailbox providers adds another layer of complexity.
Key opinions
- DNS Record Placement: BIMI records should ideally be placed at the root domain instead of a subdomain to leverage inheritance if DMARC is enforced.
- Technical Issues: Problems with the VMC (validity, issuer), DMARC configuration, and DNS settings are common causes of BIMI logo display failure.
- Implementation Complexity: Implementing and troubleshooting BIMI requires a comprehensive understanding of email authentication protocols (SPF, DKIM, DMARC) and careful configuration.
- Provider Support: Not all mailbox providers currently support BIMI, limiting its effectiveness.
Key considerations
- Root Domain vs. Subdomain: Consider placing your BIMI record at the root domain for easier management if your subdomains inherit settings.
- VMC Validation: Ensure your VMC is valid and issued by a recognized Certificate Authority.
- Authentication Configuration: Verify that SPF, DKIM, and DMARC are correctly configured before implementing BIMI.
- Provider Support: Check if your recipient's email provider supports BIMI.
Expert view
Expert from Word to the Wise explains that implementing BIMI and troubleshooting issues is complex, and not all mailbox providers have implemented BIMI yet. Ensuring SPF, DKIM, and DMARC are correctly configured is a prerequirement.
10 Oct 2023 - Word to the Wise
Expert view
Expert from Email Geeks suggests publishing the BIMI record at the root domain (bootbarn.com) instead of the subdomain, as subdomains inherit records from the organizational domain if DMARC enforcement is in place.
2 May 2024 - Email Geeks
What the documentation says
4 technical articles
The BIMI logo not displaying in Gmail is primarily due to unmet technical requirements. These include ensuring DMARC is set to 'p=quarantine' or 'p=reject', possessing a valid VMC issued by a recognized authority and correctly installed, adhering to specific logo format requirements as stipulated by the VMC provider, and having a correctly formatted BIMI DNS record. Failure to meet any of these requirements will prevent the logo from showing.
Key findings
- DMARC Policy: DMARC must be set to 'p=quarantine' or 'p=reject' for BIMI to function. 'p=none' will prevent logo display.
- VMC Validation: A valid VMC from a recognized authority is essential. Issues during the validation process will prevent the logo from displaying.
- Logo Format: The logo must meet the specific format requirements dictated by the VMC provider.
- DNS Record: A correctly formatted BIMI DNS record is mandatory.
Key considerations
- DMARC Verification: Verify your DMARC policy is set to 'p=quarantine' or 'p=reject'.
- VMC Authenticity: Ensure your VMC is issued by a trusted Certificate Authority.
- Logo Compliance: Adhere strictly to the logo format guidelines specified by the VMC issuer.
- DNS Record Accuracy: Double-check the correctness of your BIMI DNS record.
Technical article
Documentation from DigiCert explains that issues with VMC validation can prevent BIMI logos from displaying. They suggest ensuring that the VMC is issued by a recognized authority and correctly installed.
26 May 2025 - DigiCert
Technical article
Documentation from dmarcian emphasizes that DMARC must be set to either 'p=quarantine' or 'p=reject' for BIMI to work. No logo will show if DMARC is set to 'p=none'.
15 Aug 2023 - dmarcian
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