Why is my BIMI logo not showing in Gmail even though it works on Yahoo and the setup seems correct?

15 Marketer opinions 3 Expert opinions 5 Technical articles 2 Resources

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
15Marketer 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.

May 2023 - 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.

January 2022 - Email Geeks

Marketer view

Email marketer from Mailjet Blog shares that while BIMI itself doesn't directly improve deliverability, it enhances brand recognition and user trust, which can indirectly boost engagement and deliverability rates.

April 2023 - Mailjet Blog

Marketer view

Marketer from Email Geeks clarifies that a SPF '?all' won't result in a pass, but it's neutral and fine for BIMI. Also, many receivers require DKIM so SPF is less important.

August 2021 - Email Geeks

Marketer view

Email marketer from Reddit suggests that Gmail might be caching the BIMI information and recommends waiting a few days to see if it appears. They also advise double-checking the BIMI record using online tools.

January 2022 - Reddit

Marketer view

Marketer from Email Geeks confirms that the BIMI logo is displaying correctly on Yahoo.

January 2025 - Email Geeks

Marketer view

Email marketer from StackOverflow suggests that DNS propagation delays can affect BIMI logo display. They recommend using online DNS lookup tools to verify that the BIMI record is accessible from various locations.

April 2021 - StackOverflow

Marketer view

Marketer from Email Geeks suggests that the BIMI issue might relate to volume or domain reputation and points out a duplicate SPF record.

September 2022 - Email Geeks

Marketer view

Email marketer from Gmass blog advises that Gmail has had known bugs in the BIMI implementation, and these can result in a logo not showing for some users. There's little that can be done except keep the records correct and wait for Google to solve them.

August 2022 - Gmass Blog

Marketer view

Email marketer from Word to the Wise Forums suggests checking the DMARC policy to ensure it is set to 'quarantine' or 'reject'. They also recommend verifying the VMC validity period and ensuring the logo meets Gmail's size and format requirements.

January 2025 - Word to the Wise Forums

Marketer view

Marketer from Email Geeks shares that there are technical issues with the BIMI/DMARC setup including an insecure SPF qualifier ('?all'), duplicate references to SendGrid, and suggests a restrictive DMARC policy. However, the image complies with specifications.

April 2024 - Email Geeks

Marketer view

Email marketer from EmailGeek Forums shares that Gmail's BIMI implementation rolled out in phases, and some users may experience delays in seeing logos. They suggest monitoring Gmail's support forums for updates on BIMI adoption.

March 2023 - EmailGGeek Forums

Marketer view

Email marketer from Email Sender Guru Forums explains that Gmail may delay or block BIMI logo display if the sending IP address has a poor reputation. They recommend monitoring IP reputation using sender reputation tools.

July 2021 - Email Sender Guru Forums

Marketer view

Email marketer from Mailhardener recommends using their BIMI validator tool to ensure the BIMI record is correctly configured. They point out that even minor errors can prevent the logo from displaying in Gmail.

January 2023 - Mailhardener

Marketer view

Email marketer from Email on Acid Blog points out that BIMI images must be in SVG format and meet specific size and encoding requirements. They advise using online SVG optimizers to ensure the image is properly formatted.

February 2024 - Email on Acid Blog

What the experts say
3Expert 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.

May 2023 - 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.

October 2023 - Email Geeks

Expert view

Expert from Word to the Wise suggests that BIMI also relies on a valid, active trademark. Even if the technical implementation is correct, Gmail requires a VMC (Verified Mark Certificate) which verifies the trademarked logo. Not having an active and properly verified trademark will prevent logo display.

January 2024 - Word to the Wise

What the documentation says
5Technical 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.

February 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.

August 2022 - Global Cyber Alliance Website

Technical article

Documentation from dmarcian Knowledge Base emphasizes that a DMARC policy of 'none' will prevent BIMI logos from displaying in Gmail. They recommend setting the policy to 'quarantine' or 'reject' with a rua tag pointing to a mailbox that is monitored.

April 2023 - dmarcian Knowledge Base

Technical article

Documentation from BIMI Group Website emphasizes that Gmail requires a VMC (Verified Mark Certificate) for BIMI logos to display. They also highlight the importance of a strong domain reputation and consistent sending practices.

May 2021 - BIMI Group Website

Technical article

Documentation from Sectigo explains the VMC issuance process, including verifying the trademark status of the logo and confirming the organization's legal identity. They emphasize the importance of accurate and up-to-date company information.

December 2024 - Sectigo Website