Why is my BIMI logo not showing in Gmail?

Key findings

• DMARC enforcement: A robust DMARC policy set to quarantine or reject (p=quarantine or p=reject) is a fundamental prerequisite for BIMI to work, especially with Gmail. Without it, your logo will not display.
• VMC/CMC accuracy: Your Verified Mark Certificate (VMC) or Common Mark Certificate (CMC) must be issued by an accredited certificate authority and accurately reflect your brand's registered trademark. Google, in particular, has strict interpretations, sometimes requiring specific fields like the Trademark Office URL rather than just the name.
• DNS propagation: After making DNS changes for your BIMI record, it can take anywhere from a few hours to 48 hours for these updates to propagate globally and for email providers to recognize them.
• Sender reputation and volume: Gmail considers your domain's overall sender reputation and email volume when deciding whether to display your BIMI logo. A consistently good reputation and sufficient sending volume can positively influence visibility.
• SVG file format: The SVG file for your logo must conform to specific BIMI SVG profile requirements, including proper formatting and secure hosting via HTTPS. Minor errors can prevent display.

Key considerations

• Verify DMARC policy: Ensure your DMARC policy is at p=quarantine or p=reject, as p=none is often insufficient for BIMI display in Gmail.
• Check VMC/CMC details: Work closely with your VMC provider to confirm all fields, particularly those related to trademark information, meet Google's precise and sometimes evolving requirements.
• Patience with DNS: Allow sufficient time for DNS changes to propagate across the internet, typically up to 48 hours, before expecting your logo to appear.
• Monitor sender reputation: Continuously monitor your domain's sender reputation through tools like Google Postmaster Tools. A low reputation (or blocklist listing, sometimes referred to as a blacklist listing) can impede BIMI logo display.
• Use an inspector tool: Utilize a BIMI inspector tool (like the BIMI Group's tool) to identify any configuration errors.

Key opinions

• Subdomain vs. organizational domain: Some marketers question whether publishing the BIMI record on a subdomain versus the root organizational domain affects display, especially if DMARC inheritance is expected.
• Reputation and volume influence: Many marketers note that domain reputation and email sending volume appear to be unspoken factors in whether Gmail chooses to display the logo.
• VMC provider assurance: Despite VMC providers (like Entrust) confirming correct setup, the logo may still not appear, suggesting deeper, less obvious issues.
• DNS update delays: Marketers frequently experience delays in DNS propagation, which means it can take some time before a recently implemented BIMI record is fully recognized.
• Hidden Google factors: There's a shared sentiment that Google has additional, undisclosed criteria influencing BIMI logo display beyond standard compliance checks.

Key considerations

• Review domain strategy: Consider if your BIMI record is best placed on the organizational domain (e.g., example.com) rather than a subdomain (e.g., mail.example.com) for broader impact and easier inheritance of DMARC enforcement.
• Assess sender health: Actively work to maintain a high sender reputation and consistent email volume, as these are increasingly recognized as indirect factors for BIMI success.
• Consult VMC provider: Push your VMC provider for specific insights into Google's latest VMC guidelines, particularly any nuances regarding trademark office details.
• Allow for propagation: Recognize that BIMI display is not instantaneous; patience is key while DNS updates propagate across the internet.
• Thorough troubleshooting: If your logo isn't displaying, consider all angles, including the possibility of incomplete settings or missing certifications beyond the obvious ones, as noted by SmartPush.

Key opinions

• Strict VMC guideline interpretation: Experts confirm that Google has specific, sometimes stringent, requirements for VMC validation, such as favoring the Trademark Office URL over just the name.
• DMARC enforcement is paramount: The consensus among experts is that DMARC must be at an enforcement policy (p=quarantine or p=reject) for BIMI to function correctly with major mailbox providers like Gmail.
• Reputation and volume matter: Beyond technical setup, experts emphasize that a strong sender reputation and consistent email volume can significantly influence BIMI logo display.
• DNS propagation delays: It's a common observation that DNS updates, including BIMI records, require time to propagate globally, which can lead to initial display delays.
• Mailbox provider discretion: Experts reiterate that each mailbox provider ultimately retains the right to determine if and where a BIMI logo is displayed, even with perfect setup.

Key considerations

• Align VMC with Google's latest standards: Ensure your VMC includes the Trademark Office URL and that your certificate provider is aware of and adheres to Google's specific BIMI requirements.
• Verify DMARC enforcement: Confirm that your DMARC policy is actively enforced (p=quarantine or p=reject) to ensure your domain is authenticated properly for BIMI.
• Monitor DNS updates: Regularly check your DNS records to confirm that your BIMI TXT record has propagated correctly after any changes.
• Prioritize sender reputation: Invest in maintaining a strong domain reputation. This includes managing bounces, avoiding blocklists (or blacklists), and ensuring consistent, legitimate sending practices.
• Understand mailbox provider policies: Stay informed about the specific BIMI policies and display criteria of key mailbox providers, as they can vary (e.g., between Gmail and Yahoo, or AOL).

Key findings

• DMARC requirement: BIMI documentation consistently states that a DMARC policy at an enforcement level (quarantine or reject) is mandatory for BIMI validation and logo display.
• Validated Mark Certificate (VMC): Official sources confirm that a VMC or CMC is required to display your brand logo alongside authenticated emails, especially in environments like Gmail.
• SVG file format: The logo must be in a specific SVG Tiny PS format, hosted securely over HTTPS, and meet precise BIMI SVG requirements.
• DNS TXT record: BIMI is implemented by publishing a DNS TXT record that points to the location of your SVG logo file and VMC.
• Mailbox provider discretion: Documentation explicitly states that BIMI-participating mailbox providers retain the right to determine if and where a logo is displayed.

Key considerations

• Adhere to DMARC: Ensure your domain's DMARC record is correctly configured and has an enforced policy (p=quarantine or p=reject) for successful BIMI implementation.
• Validate VMC/CMC: Obtain your VMC or CMC from an accredited certificate provider and ensure it's up-to-date and correctly referenced in your BIMI record.
• SVG file compliance: Rigorously check that your SVG logo file adheres to all specified BIMI technical specifications, including hosting via HTTPS.
• Correct DNS record: Ensure your BIMI DNS TXT record is accurately published with the correct syntax and points to the right logo and certificate URLs.
• Understand display conditions: Be aware that even with perfect setup, some providers may have additional internal criteria (e.g., sender reputation) that influence logo display, as mentioned by the BIMI Group.