Summary
When a BIMI logo is not showing in Gmail but works on Yahoo, despite a seemingly correct setup, it suggests a problem specific to Gmail's implementation. Several factors contribute to this issue. A valid VMC (Verified Mark Certificate) is paramount as Gmail requires it to verify the trademarked logo. DMARC policy must be set to 'quarantine' or 'reject,' not 'none.' Other factors include domain and IP reputation, the absence of duplicate SPF records, the correct SVG logo format, and DNS propagation. Gmail-specific caching, rollout phases, known bugs, internal scoring, user engagement and variations across different clients and devices can all impact the logo display. Utilizing tools like BIMI validators and checking BIMI information via aboutmy.email are advised, as is monitoring Gmail's support forums for updates.
Key findings
- VMC Requirement: Gmail requires a valid VMC issued by a recognized authority for BIMI logos to display.
- DMARC Policy: The DMARC policy must be set to 'quarantine' or 'reject' to enable BIMI in Gmail.
- Reputation Matters: Domain and IP reputation influence BIMI logo display in Gmail.
- Technical Configuration: Correct SVG logo format, DNS propagation, and absence of duplicate SPF records are crucial.
- Gmail Specifics: Gmail's rollout phases, caching, known bugs, and internal scoring can cause inconsistent logo displays.
Key considerations
- Verify VMC: Ensure the VMC is valid, matches the domain, and is issued by a recognized authority.
- Correct DMARC Setup: Set the DMARC policy to 'quarantine' or 'reject' with a valid `rua` tag.
- Monitor Reputation: Monitor domain and IP reputation and address any issues.
- Check Technical Details: Verify DNS records, absence of duplicate SPF records, and proper SVG logo format.
- Use Validation Tools: Utilize BIMI validation tools and check BIMI information with aboutmy.email.
- Consider Gmail-Specific Factors: Be aware of Gmail’s rollout phases, potential bugs, and scoring factors that can impact BIMI, even if setup seems correct and to monitor Gmail’s support forums.
What email marketers say
15 marketer opinions
The issue of a BIMI logo not displaying in Gmail despite working on Yahoo and having a seemingly correct setup can stem from various factors. Domain and IP reputation with Google, proper DMARC policy settings (quarantine or reject), and the presence of a valid VMC (Verified Mark Certificate) are crucial. Technical aspects such as DNS propagation, correct SVG format for the logo, and absence of duplicate SPF records need verification. Gmail-specific issues, including caching, rollout phases, and known bugs, might also play a role. Finally, variations across Gmail clients and devices highlight the need for comprehensive testing.
Key opinions
- Reputation Matters: Gmail's domain and IP reputation scoring significantly impacts BIMI logo display. Poor reputation can lead to delays or complete blockage.
- DMARC Policy: A DMARC policy of 'none' will prevent BIMI logos from showing. It must be set to 'quarantine' or 'reject'.
- VMC Requirement: Gmail requires a valid VMC that verifies the trademarked logo. Without it, the logo will not display, regardless of other configurations.
- Technical Setup Critical: Correct DNS propagation, absence of duplicate SPF records, secure SPF qualifiers, and proper SVG formatting of the logo are essential for BIMI to function correctly.
- Gmail-Specific Issues: Gmail's BIMI implementation has had known bugs and rollout phases which could cause logo not to display.
Key considerations
- Check Reputation: Monitor domain and IP reputation using available sender reputation tools.
- Validate DMARC: Ensure the DMARC policy is set to 'quarantine' or 'reject' and is correctly implemented.
- Verify VMC: Confirm the VMC is valid, issued by a recognized authority, and matches the domain in the BIMI record.
- Test DNS: Use online DNS lookup tools to verify BIMI record accessibility.
- Optimize SVG: Ensure the SVG logo is correctly formatted and optimized for BIMI requirements.
- Test Across Devices: Test email rendering across various Gmail clients and devices to ensure consistent logo display.
- Gmail Testing: There have been known bugs in Gmail which could cause the BIMI implementation not to work, nothing can be done in that case apart from ensure all records are correct.
Marketer view
Email marketer from Litmus Blog shares that BIMI logo display can vary depending on the Gmail client and device. They recommend testing email rendering across multiple devices to ensure consistent logo appearance.
9 Apr 2022 - Litmus Blog
Marketer view
Marketer from Email Geeks asks about the domain reputation with Google, suggesting it could be a factor in BIMI logo display issues.
30 Dec 2022 - Email Geeks
What the experts say
3 expert opinions
When a BIMI logo displays correctly on Yahoo but not Gmail, even with a seemingly correct setup, it indicates potential issues specific to Gmail's implementation. While technical aspects like DNS records, DMARC, and the SVG logo format are important, Gmail also relies on internal reputation scoring, user engagement, and inbox placement which can vary, causing inconsistencies. Crucially, Gmail requires a valid, active trademark verified by a VMC (Verified Mark Certificate) for the logo to display. Checking if it works elsewhere using aboutmy.email is a good first step.
Key opinions
- Gmail Inconsistency: Even with a technically correct setup, Gmail's BIMI implementation may be inconsistent due to internal factors like reputation, user engagement, and inbox placement.
- VMC and Trademark: Gmail requires a valid and active trademark, verified by a VMC, for the BIMI logo to display. Lack of a VMC is a key reason for the logo not showing.
- Verification Tool: aboutmy.email is a good tool to check if the BIMI is working correctly.
Key considerations
- Check VMC Validity: Ensure the VMC is valid, not expired, and correctly associated with your trademark.
- Trademark Status: Confirm your trademark is active and in good standing.
- Gmail-Specific Factors: Understand that Gmail's internal factors can affect BIMI display, even if the technical setup is correct. There may be nothing you can do.
- Test BIMI Information: Use aboutmy.email to view your BIMI information and test the implementation.
Expert view
Expert from Word to the Wise explains that even with correct technical setup, Gmail's BIMI implementation can be inconsistent. Factors like Gmail's internal reputation scoring, user engagement, and inbox placement may affect BIMI logo display, and there is no guaranteed way to ensure it always shows.
11 Jan 2022 - Word to the Wise
Expert view
Expert from Email Geeks suggests checking if the logo displays elsewhere and recommends using aboutmy.email to view BIMI information, including the VMC certificate.
27 Jun 2023 - Email Geeks
What the documentation says
5 technical articles
The documentation emphasizes several key requirements for BIMI logo display in Gmail. A valid VMC (Verified Mark Certificate) is essential and must be issued by a recognized certification authority, matching the domain name in the BIMI record. The DMARC policy must be set to 'quarantine' or 'reject,' not 'none,' and should include a `rua` tag. A strong domain reputation and consistent sending practices are important. Finally, all BIMI deployment steps, including DNS records, logo format, and VMC status, should be verified, with tools available to assess readiness.
Key findings
- VMC is Mandatory: Gmail strictly requires a VMC for BIMI logos to display. Ensure it's valid and correctly configured.
- DMARC Policy Enforcement: A DMARC policy of 'none' will prevent BIMI logo display. Use 'quarantine' or 'reject'.
- Domain Reputation: A strong domain reputation and consistent sending practices are crucial factors.
- Accurate Information: Accurate and up-to-date company information when applying for the VMC is essential.
Key considerations
- Obtain and Verify VMC: Get a VMC from a recognized certificate authority and ensure it's valid, matches your domain, and hasn't been revoked.
- Implement Correct DMARC: Set your DMARC policy to 'quarantine' or 'reject' with a valid `rua` tag.
- Maintain Reputation: Follow best practices for email sending to maintain a strong domain reputation.
- Use BIMI Checklist: Use a BIMI deployment checklist to verify all necessary steps are completed correctly. There are free online tools for assessing readiness.
Technical article
Documentation from DigiCert explains that the VMC must be issued by a recognized certification authority and must match the domain name in the BIMI record. They also advise checking for any revocation notices related to the VMC.
7 Apr 2024 - DigiCert Website
Technical article
Documentation from Global Cyber Alliance provides a checklist for BIMI deployment, including verifying DNS records, DMARC policy, VMC status, and logo format. They recommend using their free tools to assess BIMI readiness.
15 Jun 2025 - Global Cyber Alliance Website
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