Why is my BIMI logo not showing up in Gmail despite having a VMC certificate?

Key findings

• Logo mismatch: The logo embedded in your VMC certificate might not exactly match the SVG file referenced in your BIMI DNS record.
• URL redirects: The URL hosting your SVG logo must be static and not involve any HTTP redirects (e.g., 301 redirects), as this can prevent proper fetching.
• Subdomain records: An outdated or incorrectly configured BIMI record, especially on a subdomain, can lead to display failures.
• Reputation impact: Even with all technical steps correct, a low sender reputation or poor inbox placement can prevent Gmail from displaying the BIMI logo.
• DMARC enforcement: Your DMARC policy must be set to an enforced state, such as p=quarantine or p=reject, for BIMI to function.

Key considerations

• Logo verification: Utilize online tools or services that allow you to inspect the content of your VMC and compare it directly with your published SVG logo file. This helps in confirming visual consistency.
• DNS configuration: Double-check your BIMI DNS record to ensure it accurately points to the correct SVG logo and VMC URLs. Any typos or incorrect paths will prevent display. For more details on BIMI requirements, see BIMI requirements for logo display.
• Certificate authority hosting: Consider allowing your Certificate Authority to host both your logo and the .pem file. This can often streamline the process and reduce potential configuration errors.
• Check DMARC status: Ensure your DMARC policy is actively enforced. Without an enforced policy, BIMI will not work, regardless of your VMC. Review common issues in why BIMI logo is not showing.
• Monitor deliverability: Maintain good sender reputation by avoiding spam complaints and ensuring consistent email practices. A poor reputation can override BIMI benefits, as highlighted by the BIMI Group in their article on VMCs are not a golden ticket.

Key opinions

• Visual discrepancy: Many marketers initially suspect a visual mismatch between the logo they intended and the one actually embedded in the VMC.
• CA hosting benefits: A common suggestion from the marketing community is to have the Certificate Authority (CA) host both the SVG logo and the VMC's .pem file, simplifying the setup.
• Specialized tools: Marketers frequently recommend using specific tools like aboutmy.email to inspect BIMI certificate details, including embedded images, when troubleshooting.
• Subdomain confusion: Issues often trace back to outdated or incorrectly configured BIMI records on subdomains, especially after VMC renewals.
• Redirect pitfalls: A common mistake highlighted is using 301 redirects for the SVG logo URL, which is not supported for BIMI.

Key considerations

• Match logos precisely: Always ensure the logo used for the VMC is identical to the SVG file published in your BIMI record. Even minor pixel differences can cause issues.
• Static URL hosting: Confirm that your SVG logo is hosted on a static URL without redirects. This is a strict BIMI requirement for reliable display. Learn more about validating your BIMI SVG.
• Verify DMARC: Ensure your DMARC policy is set to 'quarantine' or 'reject'. A 'p=none' policy will prevent BIMI from showing up in Gmail. Our guide on implementing BIMI for Gmail and Yahoo can help.
• Check email providers: Remember that BIMI support varies. While Gmail is a key target, check other providers too. DuoCircle mentions troubleshooting steps for common BIMI issues.
• Monitor deliverability: Consistent high deliverability and good sender reputation are crucial. Gmail often uses reputation as a gating factor for displaying logos.

Key opinions

• Holistic view: Experts stress that BIMI is part of a larger email authentication ecosystem; SPF, DKIM, and DMARC must be perfectly aligned and robust.
• Reputation dependence: A good sending reputation is a non-technical yet critical factor. Gmail prioritizes trusted senders for logo display.
• SVG format precision: The SVG Tiny PS 1.2 format is very specific; even minor deviations can cause the logo not to render, regardless of VMC.
• Static hosting mandate: The SVG and VMC URLs must be static, publicly accessible HTTPS links, without any redirects.
• DMARC enforcement: Without a DMARC policy set to 'quarantine' or 'reject', BIMI logos will not be displayed by major mailbox providers, including Gmail.

Key considerations

• Comprehensive auditing: Conduct regular, thorough audits of your entire email authentication setup (SPF, DKIM, DMARC, BIMI) to catch any misconfigurations. This aligns with our guidance on troubleshooting BIMI logo display.
• Sender reputation: Actively manage and improve your sender reputation through consistent sending practices, list hygiene, and low complaint rates. Gmail uses this heavily for display decisions.
• Direct CA consultation: If problems persist, engage directly with your Certificate Authority. They can often provide specific insights into VMC-related issues or hosting recommendations, as discussed in our guide on VMC requirements for Google and Gmail.
• Provider-specific policies: Be aware that each Mailbox Provider (e.g., Gmail, Yahoo) has its own nuanced internal policies for BIMI display, which might go beyond the basic specification. Mailkit discusses preparing for BIMI at Gmail.
• Monitor DMARC reports: Regularly review your DMARC reports to ensure that your emails are consistently authenticating and aligning correctly, as DMARC success is foundational for BIMI.

Key findings

• DMARC policy enforcement: Official BIMI specifications strictly require that the sender's DMARC policy be set to 'p=quarantine' or 'p=reject' for the organizational domain.
• VMC requirement: For enhanced brand trust and broader display by major mailbox providers, a Verified Mark Certificate linking the logo to a registered trademark is essential.
• SVG Tiny PS format: The logo image must be in the precise SVG Tiny PS 1.2 format, hosted over HTTPS, and publicly accessible to email clients.
• No redirects for URLs: The URI specified in the BIMI record for the SVG logo must point directly to the file without any HTTP redirects, ensuring direct retrieval.
• Public accessibility: Both the SVG logo and the VMC file must be hosted on publicly accessible web servers with valid SSL/TLS certificates.

Key considerations

• Trademark registration: Documentation emphasizes that the logo used for BIMI with a VMC must be a registered trademark in the relevant jurisdiction. This is a prerequisite for VMC issuance.
• VMC validation: The VMC must be correctly issued by an accredited Certificate Authority (CA) and its chain of trust must be valid and verifiable. For more, see our guide on BIMI accredited certificate providers.
• DNS record accuracy: Every element within the BIMI DNS TXT record (version, selector, logo URI, VMC URI) must be precise and match the exact specification to ensure proper parsing.
• Authentication alignment: DMARC requires successful SPF and/or DKIM authentication, with at least one passing alignment, for BIMI to be considered valid by receiving mail servers. Our guide on DMARC, SPF, and DKIM explains this.
• Client support variation: While documented, it's worth noting that even with perfect setup, specific email clients may have varying levels of BIMI support or display behaviors. See which email clients support BIMI.