Why is my BIMI logo broken in Gmail and how can I fix it?

Summary

A broken BIMI logo in Gmail can be attributed to a variety of factors spanning from the need for a Verified Mark Certificate (VMC) and accurate DMARC settings to the correct image format and DNS configuration. Google mandates a VMC for BIMI logos to appear in Gmail. Your root domain must be at enforcement (quarantine or reject) for BIMI to function, even with a VMC. The VMC should be issued by an authorized certification authority and match the trademarked logo. The logo must be hosted securely (HTTPS) and be publicly accessible. An SVG logo file needs to be in SVG Tiny Portable/Secure format. Proper DNS settings are key, including the correct TXT record format, and it's important to account for DNS propagation delays. Validation tools can identify record and logo issues. Strong email authentication (SPF, DKIM, DMARC) is crucial, and DMARC must be set to 'quarantine' or 'reject' for both the domain and subdomains. Lastly, try correcting your Google Account avatar as a preliminary step.

Key findings

  • VMC is Mandatory: A Verified Mark Certificate (VMC) is a prerequisite for BIMI logos in Gmail.
  • DMARC Enforcement: Root domain DMARC policy must be at 'quarantine' or 'reject'.
  • Secure Hosting: Logo image must be securely hosted over HTTPS.
  • Correct SVG Format: Logo must be in the SVG Tiny Portable/Secure format.
  • Valid DNS Configuration: Proper DNS TXT record is vital, and DNS propagation time must be considered.
  • Strong Authentication: Robust email authentication (SPF, DKIM, DMARC) is required.

Key considerations

  • Acquire a VMC: Obtain a valid VMC from a recognized certification authority.
  • Enforce DMARC: Set DMARC policy to 'quarantine' or 'reject' at the root domain.
  • HTTPS Hosting Setup: Ensure the logo image is hosted on a secure server with a publicly accessible HTTPS URL.
  • Format SVG Correctly: Convert the SVG logo to the SVG Tiny Portable/Secure format.
  • DNS Propagation Wait: Allow sufficient time for DNS propagation after changes.
  • Validate Implementation: Utilize BIMI preview tools to validate your implementation.
  • Check Authentication: Verify that SPF, DKIM, and DMARC are correctly configured.
  • Avatar Check: As a starting point, try correcting the Google Account avatar image.

What email marketers say
9Marketer opinions

BIMI logos not displaying correctly in Gmail can stem from several issues. A Verified Mark Certificate (VMC) is required by Gmail. DMARC configuration needs to be correctly set to 'quarantine' or 'reject' for both the domain and subdomains. The logo image must be hosted on a secure (HTTPS) server and be publicly accessible. The SVG logo must be in the SVG Tiny Portable/Secure format. DNS propagation delays can cause temporary issues. Validating the BIMI record and logo using preview tools can help identify errors. Proper configuration of SPF, DKIM, and DMARC is essential for BIMI to function correctly.

Key opinions

  • VMC Requirement: Gmail requires a Verified Mark Certificate (VMC) for BIMI logos to display.
  • DMARC Policy: DMARC policy must be set to 'quarantine' or 'reject' for both domain and subdomains.
  • HTTPS Hosting: Logo image must be hosted on a secure (HTTPS) server and be publicly accessible.
  • SVG Format: SVG logo must be in SVG Tiny Portable/Secure format.
  • DNS Propagation: DNS propagation delays can temporarily prevent BIMI from working.
  • Email Authentication: Proper configuration of SPF, DKIM, and DMARC is essential for BIMI.

Key considerations

  • VMC Acquisition: Obtain a valid Verified Mark Certificate (VMC) from a recognized certification authority.
  • DMARC Configuration: Review and update DMARC policies to 'quarantine' or 'reject' for the entire organizational domain (root and subdomains).
  • Image Hosting: Ensure the logo image is hosted on a secure server with a publicly accessible HTTPS URL.
  • SVG Optimization: Convert the SVG logo to the SVG Tiny Portable/Secure format.
  • DNS Validation: Allow sufficient time for DNS propagation after making changes to BIMI records.
  • Testing and Validation: Utilize BIMI preview tools to validate the record and logo before implementation.
  • Authentication Checks: Ensure SPF, DKIM, and DMARC are correctly configured and passing authentication checks.
Marketer view

Marketer from Email Geeks explains that Google requires a VMC (Verified Mark Certificate) for the BIMI logo to be displayed in Gmail.

October 2024 - Email Geeks
Marketer view

Email marketer from EmailGeekForum user LogoLover responds that the SVG logo file must be in a specific format (SVG Tiny Portable/Secure). Using other SVG formats can cause rendering issues in Gmail.

December 2021 - EmailGeekForum
Marketer view

Email marketer from Reddit user u/email_expert shares that the logo image must be hosted on a secure (HTTPS) server and be publicly accessible. If the image URL is not secure or requires authentication, Gmail will not be able to display it.

April 2024 - Reddit
Marketer view

Email marketer from EmailOnAcid Community suggests using BIMI preview tools to validate the BIMI record and logo. These tools can help identify any errors or issues preventing the logo from displaying correctly.

December 2022 - EmailOnAcid Community
Marketer view

Marketer from Email Geeks explains that the root organizational domain must be at enforcement (quarantine or reject) for BIMI to work, even with a VMC.

February 2023 - Email Geeks
Marketer view

Email marketer from StackOverflow user TechGuru explains that DNS propagation delays can prevent the BIMI record from being immediately recognized. It may take up to 48 hours for the changes to fully propagate across the internet.

March 2022 - StackOverflow
Marketer view

Email marketer from Mailhardener Blog explains that a common reason for BIMI logos not showing is incorrect DMARC configuration. The domain and subdomain both must be set to 'quarantine' or 'reject' in the DMARC policy.

March 2023 - Mailhardener Blog
Marketer view

Email marketer from Litmus Blog answers that even if DMARC is enabled, a policy of 'p=none' will not meet the BIMI requirements. A policy of 'p=quarantine' or 'p=reject' is mandatory for the domain and subdomains. Update the DMARC record for the root and subdomain to a stricter policy to ensure proper BIMI implementation.

August 2022 - Litmus Blog
Marketer view

Email marketer from Validity explains that BIMI relies on email authentication protocols (SPF, DKIM, and DMARC). Ensure these are properly configured and passing checks, as failures can prevent BIMI from working correctly. They also suggest that BIMI requires a VMC.

April 2024 - Validity

What the experts say
3Expert opinions

Troubleshooting a broken BIMI logo in Gmail involves several steps. First, ensure you have a valid Verified Mark Certificate (VMC) from an authorized certification authority, as Gmail requires it for BIMI logos to display. Proper DNS configuration, including the correct TXT record placement and syntax, is crucial; use online tools to validate your BIMI record. As an initial step, consider correcting the Google Account avatar image.

Key opinions

  • VMC Requirement: BIMI logos require a valid Verified Mark Certificate (VMC) for Gmail to display them.
  • DNS Configuration: Proper DNS configuration, including the correct TXT record placement and syntax, is essential for BIMI to function correctly.
  • Avatar Image: Correcting the Google Account avatar image might resolve the issue as an initial step.

Key considerations

  • VMC Validation: Verify that you have a valid VMC from an authorized certification authority.
  • DNS Record Check: Validate the BIMI record's syntax and placement in DNS using online tools.
  • Avatar Correction: Consider correcting the Google Account avatar image as a first step in troubleshooting.
Expert view

Expert from Spam Resource explains that ensuring proper DNS configuration for BIMI, including the correct TXT record and its placement, is crucial. Use online tools to validate the BIMI record's syntax and accessibility. If this is incorrect, you may encounter errors.

January 2024 - Spam Resource
Expert view

Expert from Word to the Wise responds that BIMI logos require a Verified Mark Certificate (VMC). They suggest checking if you have a valid VMC from an authorized certification authority. Without a VMC, Gmail will not display your BIMI logo.

April 2022 - Word to the Wise
Expert view

Expert from Email Geeks suggests trying to correct the Google Account avatar image as a next step to fix the broken logo image.

September 2024 - Email Geeks

What the documentation says
5Technical articles

A broken BIMI logo in Gmail is often caused by issues related to the Verified Mark Certificate (VMC) or the BIMI DNS record. Gmail requires a VMC for BIMI logos, and the VMC must be issued by an authorized authority, matching the trademarked logo exactly and issued under the same company name as the D-U-N-S number. The BIMI DNS TXT record must follow a specific format: `v=BIMI1; l=[URL to SVG logo]; a=[URL to VMC (optional)]`, and the URL within the record is case-sensitive. Incorrect formatting or discrepancies will cause the logo to fail validation.

Key findings

  • VMC Requirement: Gmail requires a Verified Mark Certificate (VMC) for BIMI logo display.
  • VMC Issuance: VMC must be issued by an authorized certification authority, matching the trademarked logo exactly and under the same company name as the D-U-N-S number.
  • DNS Record Format: BIMI DNS TXT record must follow the format: `v=BIMI1; l=[URL to SVG logo]; a=[URL to VMC (optional)]`.
  • Case Sensitivity: The URL in the BIMI record is case-sensitive.

Key considerations

  • Obtain VMC: Acquire a valid VMC from an authorized certification authority.
  • Verify VMC Details: Ensure the VMC matches the trademarked logo exactly and is issued under the same company name as the D-U-N-S number.
  • Check DNS Record Syntax: Confirm the BIMI DNS TXT record adheres to the correct format: `v=BIMI1; l=[URL to SVG logo]; a=[URL to VMC (optional)]`.
  • Confirm URL Case: Verify the case sensitivity of the URL within the BIMI record.
Technical article

Documentation from Entrust specifies that the BIMI DNS TXT record must follow a specific format: `v=BIMI1; l=[URL to SVG logo]; a=[URL to VMC (optional)]`. Incorrect formatting will cause the BIMI record to be invalid.

May 2022 - Entrust
Technical article

Documentation from GlobalSign explains that the VMC needs to be issued in the same company name as the D-U-N-S number. Discrepancies with the company name may cause logo display issues.

February 2024 - GlobalSign
Technical article

Documentation from Red Sift explains that the URL in the BIMI record is case-sensitive. The correct case needs to be used. The syntax also needs to be checked in the DNS record.

January 2025 - Red Sift
Technical article

Documentation from BIMI Group Website explains that a Verified Mark Certificate (VMC) is required for Gmail to display the BIMI logo. Without a VMC, Gmail will not show the logo, even if other BIMI records are correctly configured.

January 2023 - BIMI Group Website
Technical article

Documentation from DigiCert explains that the VMC must be issued by an authorized certification authority and must match the trademarked logo exactly. Any discrepancies will cause the logo to fail validation.

July 2022 - DigiCert