Why is my BIMI logo not showing in Gmail even though it works on Yahoo and the setup seems correct?
Michael Ko
Co-founder & CEO, Suped
Published 28 Apr 2025
Updated 17 Aug 2025
6 min read
It can be frustrating when your Brand Indicators for Message Identification (BIMI) logo displays perfectly on some email clients, like Yahoo Mail, but stubbornly refuses to appear in Gmail. You've checked your setup, everything seems correct, and yet, the logo remains elusive in the most widely used inbox. This is a common scenario, and it points to a nuanced difference in how various email service providers, particularly Gmail, interpret and enforce BIMI requirements.
While the core BIMI standard provides a framework, each mailbox provider adds its own layer of criteria, often focusing heavily on sender reputation and stricter authentication. Yahoo, for instance, might be more lenient or simply have different thresholds compared to Gmail. Understanding these differences is key to troubleshooting why your logo is not showing up in Gmail despite working elsewhere.
Gmail's unique BIMI requirements
One of the primary reasons your BIMI logo might not show in Gmail is Google's requirement for a Verified Mark Certificate (VMC). While Yahoo Mail supports BIMI without a VMC, Gmail often requires this additional layer of verification. A VMC links your trademarked logo directly to your domain, providing an extra assurance of legitimacy.
Even with a VMC, Gmail places a significant emphasis on your sending reputation. If your domain's reputation is not sufficiently high, or if you've recently had deliverability issues (like emails going to spam), Gmail may choose not to display your BIMI logo. This is a protective measure to prevent abuse and maintain user trust in their inbox.
Google's documentation explicitly states that BIMI logos are subject to their display criteria, which includes maintaining a good sending history. This means that even a technically perfect BIMI setup might not be enough if your sender reputation isn't up to par. It's a key distinction between Gmail and other providers like Yahoo Mail, which may display the logo more readily.
Gmail's requirements
Requires a VMC (Verified Mark Certificate) for most cases to display the BIMI logo and a blue checkmark. VMC is often essential for Gmail.
Heavily relies on strong sender reputation and consistent email volume. Low reputation or sporadic sending can prevent logo display.
DMARC policy and configuration
BIMI mandates that your domain has a DMARC policy set to either p=quarantine or p=reject. If your DMARC policy is still at p=none, your BIMI logo will not display in any client that supports the standard, including Gmail and Yahoo. This is because a p=none policy only monitors DMARC failures without instructing mailbox providers to take action against unauthenticated emails.
Additionally, strict DMARC alignment is crucial. Your SPF and DKIM records must align with your From domain. Any misalignment, or issues like duplicate SPF records, can cause DMARC authentication to fail, preventing your BIMI logo from appearing. Even if Yahoo is more forgiving with minor misconfigurations, Gmail's stricter validation might reject the logo display.
Ensuring your DMARC record is correctly published and enforced is a foundational step for BIMI. Without it, your carefully designed logo won't get the chance to shine. You can use a DMARC record generator to ensure the syntax is correct and then publish it to your DNS. Regularly reviewing your DMARC reports can help identify any authentication failures.
Gmail's display of your BIMI logo is also tied to your overall domain reputation and the volume of email you send. If your email volume is low or inconsistent, or if your domain has experienced issues like high spam complaints, bounces, or being listed on a blacklist (or blocklist), Gmail might suppress your logo.
Mailbox providers use sophisticated algorithms to assess sender reputation. This includes factors like user engagement (opens, clicks), spam complaint rates, unsubscribe rates, and whether your emails consistently pass authentication checks (SPF, DKIM, DMARC). A strong, consistent sending reputation signals to Google that your domain is trustworthy, which in turn encourages them to display your BIMI logo.
Even if your technical BIMI setup is perfect, if your sender reputation isn't robust, Gmail might not display your logo. It’s a dynamic decision based on ongoing performance. You can monitor your reputation using Google Postmaster Tools to identify and address any potential issues. Also, ensure you're not on any major blocklists, which you can check using a blocklist checker.
Technical checks beyond the basics
Beyond the VMC and reputation, sometimes subtle technical details can cause issues. Ensure your SVG logo adheres strictly to the SVG Tiny PS format. Even slight deviations can lead to Gmail not rendering the logo, whereas Yahoo might be more tolerant. The image dimensions, aspect ratio, and file size also matter. Adobe Experience League suggests a minimum of 96x96 pixels for Gmail.
Double-check your BIMI DNS record for any typos or misconfigurations. The record must be a TXT record under the default._bimi subdomain. Verify that the l= tag points to the correct, publicly accessible SVG file, and the a= tag (if used) points to your VMC.
Even seemingly minor issues, such as duplicate SPF records or an SPF ?all qualifier which denotes a neutral policy rather than a strict one, can impact how Gmail processes your BIMI record. While a neutral SPF policy might be technically acceptable, a stricter policy can improve deliverability and, consequently, BIMI display. Using an email deliverability tester can help identify these subtle problems.
Views from the trenches
Best practices
Maintain a consistent and positive domain reputation with high email engagement rates.
Ensure your DMARC policy is set to p=quarantine or p=reject for all domains.
Obtain and maintain a valid Verified Mark Certificate (VMC) for your logo.
Verify your SVG logo adheres to the SVG Tiny PS format and is publicly accessible.
Common pitfalls
Having a DMARC policy of p=none, which is insufficient for BIMI display.
Allowing your VMC certificate to expire, causing your logo to disappear.
Using an SVG logo that does not conform to the strict SVG Tiny PS specification.
Experiencing low email volume or poor sender reputation, preventing logo display.
Expert tips
Regularly monitor your domain reputation using Google Postmaster Tools for insights.
Use online BIMI lookup tools to confirm your record's validity and technical compliance.
Address any duplicate SPF records or other DNS misconfigurations immediately.
Ensure SPF and DKIM authentication consistently pass for all your email streams.
Marketer view
A marketer from Email Geeks says that having a great domain reputation with Google is crucial for BIMI logo display.
2024-09-19 - Email Geeks
Marketer view
A marketer from Email Geeks shared that Yahoo has successfully recognized and displayed the BIMI logo for an extended period, indicating the technical setup is correct on that end.
2024-09-19 - Email Geeks
Key takeaways for BIMI success
Seeing your BIMI logo in Yahoo Mail but not in Gmail, even with an apparently correct setup, highlights the differing strictness among email providers. While Yahoo might prioritize the basic BIMI record and a functioning DMARC policy, Gmail often adds requirements such as a Verified Mark Certificate and a strong, consistent sending reputation.
To ensure your logo displays across all supporting platforms, particularly Gmail, focus on maintaining an excellent sender reputation, ensuring your DMARC policy is robust, and adhering to all technical specifications for your SVG logo and VMC. Addressing these factors will significantly increase the likelihood of your brand logo appearing consistently in the inbox.
Why is my BIMI logo not showing in Gmail even though it works on Yahoo and the setup seems correct? - Troubleshooting - Email deliverability - Knowledge base - Suped
Gmail. Understanding these differences is key to troubleshooting why your logo is not showing up in Gmail despite working elsewhere.
Yahoo Mail, which may display the logo more readily.
Google that your domain is trustworthy, which in turn encourages them to display your BIMI logo.
Adobe Experience League suggests a minimum of 96x96 pixels for Gmail.
