Summary
Even with proper BIMI setup and a valid VMC, Gmail may not display your logo for several reasons. A key factor is a strict DMARC policy (quarantine or reject) being required on both the sending and organizational domains. VMC validation issues, DNS propagation delays, and improper SVG formatting can also be culprits. Moreover, incorrect syntax in DNS records, incomplete BIMI support by all providers, and setup discrepancies between subdomains and main domains all contribute to logo display failures. Internal factors like lack of alignment for DMARC adoption and technical hurdles in large organizations can further complicate matters. Regular testing, DNS cleanup, and reviewing DMARC reports are crucial.
Key findings
- DMARC Requirement: BIMI needs a strong DMARC policy (quarantine or reject) on both the organizational and sending domains.
- VMC Validation: VMC validation errors can prevent the logo from appearing; use a BIMI validator tool.
- SVG Format: SVG format of the logo must strictly adhere to BIMI's requirements.
- DNS Setup: Incorrect DNS settings (including BIMI, DMARC, SPF, and DKIM records) can cause display issues.
- Provider Support: Limited BIMI adoption by some mailbox providers can mean your logo won't always display.
- Internal Resistance: Organizational hurdles in implementing strong DMARC policies can hinder BIMI.
- Caching Issues: Caching issues at the receiving mail server might prevent logo display.
Key considerations
- Enforce DMARC: Work towards enforcing a DMARC policy of 'quarantine' or 'reject' on the organizational domain.
- Regular Testing: Test your BIMI implementation across different email clients to ensure consistent display.
- Review Subdomains: If using subdomains, ensure DMARC is correctly applied to both the subdomain and main domain.
- Monitor DMARC Reports: Regularly monitor DMARC reports to identify and fix any issues blocking BIMI.
- Clean DNS Records: Ensure proper records are added and remove DNS records that are not needed to help deliverability and BIMI propagation.
- Provider Testing: Focus testing efforts on providers that fully support BIMI before concluding setup errors. Testing on providers that show the logo validates the setup.
What email marketers say
15 marketer opinions
Despite correct BIMI implementation and a valid VMC, logo display issues in Gmail often stem from DMARC policy enforcement problems, requiring both the organizational and sending domains to have a 'quarantine' or 'reject' policy. Other factors include VMC validation errors, DNS propagation delays, incorrect SVG formatting, BIMI record syntax errors, limited mailbox provider support, and subdomain vs. domain configuration discrepancies. Thorough testing and regular DMARC report reviews are also crucial.
Key opinions
- DMARC Enforcement: A strong DMARC policy (quarantine or reject) is required on both the organizational and sending domains for BIMI to function.
- VMC Validation: The VMC must be correctly issued and validated. Use a BIMI validator tool to verify its status.
- SVG Formatting: The SVG logo must strictly adhere to BIMI's formatting requirements, or it won't display, even with a valid VMC.
- DNS Propagation: DNS propagation delays can prevent the BIMI record from being recognized immediately.
- Syntax Errors: Incorrect syntax in the BIMI DNS record can prevent the logo from displaying.
- Provider Support: Incomplete support from certain mailbox providers can prevent the logo from displaying for all recipients.
Key considerations
- Organizational Domain DMARC: Ensure the organizational domain has a DMARC policy of quarantine or reject, which may require significant organizational changes.
- Regular Testing: Thoroughly test BIMI implementation across various email clients to identify and resolve issues.
- Subdomain vs. Domain Setup: When using subdomains, ensure that the DMARC policy is correctly applied to both the subdomain and the main domain.
- DMARC Report Monitoring: Regularly review DMARC reports to identify and address any issues that may be preventing BIMI from functioning correctly.
- DNS Record Clean Up: Clean up unused DNS records which may conflict with your BIMI implementation.
Marketer view
Email marketer from Stack Overflow points out that the SVG format of the logo must adhere strictly to BIMI's requirements. Issues such as incorrect file headers or unsupported features can prevent the logo from displaying, even if the VMC is valid.
1 Oct 2023 - Stack Overflow
Marketer view
Email marketer from Email Geeks states that there are much larger companies implementing DMARC and BIMI just fine, so I don't think you are outsized here.
27 Jan 2023 - Email Geeks
What the experts say
3 expert opinions
Even with correct BIMI implementation and a valid VMC, logo display issues in Gmail can be attributed to a few key factors: internal organizational resistance to implementing strict DMARC policies, caching issues at the receiving mail server, and the limited adoption of BIMI by all mailbox providers. Testing across multiple providers is crucial.
Key opinions
- Organizational Resistance: Internal resistance to DMARC enforcement can hinder the necessary configuration for BIMI.
- Caching Issues: Caching problems at the receiving mail server can prevent the BIMI logo from displaying.
- Limited Adoption: BIMI is not universally adopted, so logos may not appear on all email providers.
Key considerations
- Internal Alignment: Address internal resistance to DMARC by emphasizing the importance of preventing domain spoofing.
- Cache Clearing: Consider that receiving mail server caching could be the issue, and explore options for addressing it if possible.
- Provider Testing: Focus testing efforts on providers that fully support BIMI, such as Gmail, to avoid misdiagnosing setup errors.
Expert view
Expert from Email Geeks notes that it's usually the other way around. The IT and security people want to lock it down and go to p=reject while the marketing folks tend to be less interested. It's not only that the one domain does 900 things, it's probably also that they have 900 domains and the whole concept of moving everything to enforcement feels overwhelming.
15 Nov 2023 - Email Geeks
Expert view
Expert from Spam Resource explains that a common reason for a BIMI logo not displaying, despite correct implementation, is caching issues at the receiving mail server. Clearing the server's cache might resolve the problem.
29 Jul 2022 - Spam Resource
What the documentation says
4 technical articles
Even with correct BIMI implementation and a valid VMC, the BIMI logo might not display in Gmail due to issues in DMARC policy enforcement, VMC certificate validation, or incorrect DNS setup. DMARC policy (quarantine or reject) must be enforced on both the organizational and sending domains. The VMC must be issued by an approved Certification Authority and correctly installed. The DNS setup, including BIMI, DMARC, SPF, and DKIM records, must be accurate.
Key findings
- DMARC Policy: A DMARC policy of quarantine or reject is required on both the organizational and sending domains.
- VMC Validation: Issues with VMC certificate validation can prevent the logo from displaying. The VMC must be correctly installed and issued by an approved CA.
- DNS Configuration: Incorrect DNS setup, including BIMI, DMARC, SPF, and DKIM records, is a common cause of BIMI failure.
Key considerations
- DMARC Enforcement Check: Verify that the DMARC policy is actively enforced on both the organizational and sending domains, setting it to p=quarantine or p=reject.
- VMC Installation: Ensure the VMC is correctly installed and issued by a trusted Certification Authority.
- DNS Record Accuracy: Double-check the accuracy of all relevant DNS records (BIMI, DMARC, SPF, DKIM) to ensure correct placement and content.
Technical article
Documentation from dmarcian explains that DMARC policy enforcement issues can prevent BIMI logos from appearing. The DMARC record must be correctly configured and actively enforced (p=quarantine or p=reject) for BIMI to work.
1 Apr 2025 - dmarcian
Technical article
Documentation from AuthSMTP emphasizes ensuring that the DNS setup is correct for BIMI. This includes the correct placement and content of the BIMI, DMARC, SPF, and DKIM records. Incorrect DNS configuration is a common cause of BIMI implementation failure.
20 Dec 2023 - AuthSMTP
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