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

10 Marketer opinions4 Expert opinions4 Technical articles3 Resources

Summary

Numerous factors can prevent a BIMI logo from appearing in Gmail despite having a VMC certificate. Key issues include: logo discrepancies between the VMC and BIMI record, non-static BIMI URLs, incorrect SVG formatting or validation, VMC validation failures, DNS misconfigurations, email client caching, poor sender reputation, logo server downtime or SSL problems, non-HTTPS logo hosting, VMC domain mismatches, distrusted Certificate Authorities, and potential temporary Gmail issues. Experts suggest using aboutmy.mail to verify image details in the certificate and DNS records, as well as checking the VMC's certificate chain.

Key findings

  • Logo Discrepancy: Mismatch between logos in VMC and BIMI record prevents display.
  • Non-Static URL: BIMI URL must be static and cannot redirect.
  • SVG Issues: Incorrectly formatted, validated, or sized SVGs cause problems.
  • VMC Validation Failure: Receiving servers or CAs failing to validate VMC prevents logo display.
  • DNS Misconfiguration: Typos or incorrect paths in BIMI DNS records cause failures.
  • Caching Problems: Email client caching can prevent the latest logo from appearing.
  • Reputation Issues: Poor sender reputation can cause BIMI to be ignored.
  • Hosting Problems: Logo server downtime or SSL problems block logo display.
  • Non-HTTPS Hosting: Logo must be hosted on HTTPS.
  • Domain Mismatch: VMC domain must match sending domain.
  • Distrusted CA: VMC from a distrusted CA will not work.
  • Gmail Issues: Temporary Gmail-specific problems can occur.
  • Certificate Chain Issues: Problems with the root or intermediate certificates in the VMC chain.

Key considerations

  • Verify Logo Details: Use tools like aboutmy.mail to examine logo data within the certificate.
  • Inspect DNS Records: Double-check BIMI DNS records for accuracy.
  • Check Certificate Chain: Verify root and intermediate certificates.
  • Validate SVG: Ensure SVG is properly formatted and validates.
  • Monitor Reputation: Maintain a good sender reputation.
  • Check Hosting: Verify that logo is hosted properly with HTTPS.
  • Acknowledge Adoption: Be aware that BIMI adoption is not universal.
  • Monitor Gmail: Look for any temporary issues with Gmail’s display.
  • Implement Static URLs: Ensure that logo urls are static
  • Consider Caching: Clear email client cache to ensure logo is showing up to date.

What email marketers say
10Marketer opinions

Several factors can prevent a BIMI logo from displaying in Gmail despite having a VMC certificate. These include BIMI DNS record misconfigurations (typos, incorrect paths), discrepancies between the logo used in the VMC and BIMI record, non-static BIMI URL causing redirects, incorrect SVG formatting or file size, VMC validation failures, email client caching issues, poor sender reputation, server downtime or SSL issues on the logo hosting server, and the possibility that Gmail or the receiving mail server may not fully support BIMI.

Key opinions

  • DNS Misconfiguration: Incorrectly configured BIMI DNS records, including typos or incorrect paths to the SVG logo, are common causes of logo display failure.
  • Logo Discrepancy: The logo used in the VMC must match the logo referenced in the BIMI record; any mismatch will prevent display.
  • URL Redirects: The BIMI logo URL must be static and should not redirect to another location.
  • SVG Issues: Improperly formatted or validated SVG files, or those exceeding size limits, will not display correctly.
  • VMC Validation: Failure to properly validate the VMC by the Certificate Authority or receiving mail server can lead to logo display issues.
  • Server Issues: Downtime of the logo hosting server or SSL certificate issues can prevent the image from displaying.

Key considerations

  • Check DNS Records: Thoroughly check the BIMI DNS records for accuracy and correct paths.
  • Verify Logo Consistency: Ensure the logo used in the VMC matches the one referenced in the BIMI record.
  • Use Static URLs: Confirm that the BIMI logo URL is static and does not redirect.
  • Validate SVG: Validate the SVG file to ensure it is properly formatted, meets size requirements, and contains only supported elements.
  • Monitor Sender Reputation: Maintain a good sender reputation, as this can affect whether email providers display the BIMI logo.
  • Consider Caching: Be aware of potential caching issues on the email client side, and suggest users clear their cache.
  • Check Hosting: Confirm there are no downtime or SSL certificate issues on the server hosting the BIMI logo.
  • Account for BIMI Adoption: Remember that BIMI is not universally adopted, and some providers might not support it even with a valid VMC.
  • Verify Certificate Details: Use online tools or services to thoroughly check the certificate details, including validation status and expiration date.
Marketer view

Email marketer from EmailOnAcid.com indicates that the server hosting the BIMI logo might be experiencing downtime or have SSL certificate issues, preventing the image from being displayed.

October 2021 - EmailOnAcid.com
Marketer view

Email marketer from LinkedIn suggests using online tools or services to thoroughly check the certificate details. They explain the check will include validation status, expiration date, and other relevant information to ensure there are no issues.

December 2021 - LinkedIn
Marketer view

Email marketer from Mailjet explains that BIMI is not universally adopted and is dependent on the receiving mail server supporting the standard. Some providers may not yet support BIMI despite the presence of a valid VMC.

October 2024 - Mailjet.com
Marketer view

Email marketer from Valimail.com shares that BIMI implementation issues can stem from problems with the DNS record, incorrect image dimensions or file size of the SVG logo, or validation failures by the receiving email provider.

July 2023 - Valimail.com
Marketer view

Email marketer from Email Geeks points out the Malaysia Airlines BIMI record image link and notes the VMC uses a different logo.

March 2022 - Email Geeks
Marketer view

Email marketer from StackOverflow explains that problems can occur if the SVG file is not properly validated or if it contains elements that are not supported by the email client. Make sure the SVG file is clean and adheres to the BIMI specification.

December 2021 - StackOverflow
Marketer view

Email marketer from EmailGeeks Forum posits that, in some cases, if a sender's email reputation is poor, email providers might choose not to display the BIMI logo even if all technical aspects are correct.

March 2025 - EmailGeeks Forum
Marketer view

Email marketer from Email Geeks explains that the BIMI URL must be static and not perform any redirects.

July 2023 - Email Geeks
Marketer view

Email marketer from Reddit suggests that sometimes the issue is related to caching on the email client's side. Clearing the cache or waiting for the cache to refresh might resolve the issue.

October 2023 - Reddit
Marketer view

Email marketer from OnlyMyEmail.com responds that a common reason is an incorrectly configured BIMI DNS record. This includes typos, incorrect paths to the SVG logo, or other syntax errors.

February 2022 - OnlyMyEmail.com

What the experts say
4Expert opinions

Several experts suggest troubleshooting BIMI logo display issues in Gmail by first using aboutmy.mail to verify the images embedded in both the VMC certificate and BIMI records. If the images are correct, the issue may be related to Gmail's handling. Other potential problems include misconfigured DNS records and issues with the VMC's certificate chain, requiring a check of root and intermediate certificates.

Key opinions

  • Image Verification: Use aboutmy.mail to verify the images within the VMC certificate and BIMI records match.
  • Gmail Handling: If images match, Gmail might be the source of the problem.
  • DNS Misconfiguration: Incorrectly configured BIMI DNS records can prevent the logo from displaying.
  • Certificate Chain Issues: Problems with the VMC's certificate chain may hinder Gmail's validation of the BIMI logo.

Key considerations

  • Check Certificate Details: Use aboutmy.mail to examine image details embedded in the VMC and BIMI record.
  • Investigate Gmail: If images are correct, research potential Gmail-specific issues.
  • Review DNS Configuration: Carefully check BIMI DNS records for syntax and path errors.
  • Examine Certificate Chain: Inspect the root and intermediate certificates of the VMC for potential problems.
Expert view

Expert from Email Geeks advises to first check the images published in the certificate and BIMI records using aboutmy.email. If those are correct, investigate Gmail's handling of the images.

May 2023 - Email Geeks
Expert view

Expert from Word to the Wise Forums explains that a problem with the certificate chain of the VMC could prevent Gmail from validating and displaying the BIMI logo, even if the certificate itself appears to be valid. They suggest checking the root and intermediate certificates.

July 2021 - Word to the Wise
Expert view

Expert from Email Geeks suggests using aboutmy.mail to view the details of the certificate, including the embedded image, to diagnose logo mismatch issues.

July 2022 - Email Geeks
Expert view

Expert from Spamresource Forums notes that misconfiguration of DNS records related to BIMI and the VMC is a common cause. They suggest double-checking the syntax and paths specified in the DNS records.

August 2021 - Spamresource

What the documentation says
4Technical articles

Documentation from various sources highlights several reasons why a BIMI logo might not appear in Gmail despite having a valid VMC. These include incorrect SVG formatting, hosting the logo on a non-HTTPS server, issues with VMC validation by the Certificate Authority or receiving mail server, problems with VMC issuance such as domain mismatch, CA distrust, and temporary issues with Gmail's BIMI display.

Key findings

  • SVG Formatting/Hosting: Incorrect SVG formatting or hosting the logo on a non-HTTPS server are common issues.
  • VMC Validation Issues: The VMC may not have been properly validated by the Certificate Authority or the receiving mail server.
  • VMC Issuance Problems: The VMC might have been issued incorrectly due to domain mismatch or distrusted CA.
  • Gmail Temporary Issues: Gmail may be experiencing temporary issues with BIMI display.

Key considerations

  • Check SVG: Verify SVG formatting and ensure it is hosted on an HTTPS server.
  • Confirm VMC Validation: Check that the VMC was properly validated by the CA and that the receiving mail server is correctly validating it.
  • Verify VMC Details: Ensure the VMC was correctly issued, the domain matches, and the CA is trusted.
  • Monitor Gmail: Be aware of potential temporary issues with Gmail and check back later.
Technical article

Documentation from Entrust.com explains that common causes for BIMI logos not appearing include incorrect SVG formatting, hosting the SVG on a non-HTTPS server, or issues with the VMC itself, such as incorrect domain matching.

May 2021 - Entrust.com
Technical article

Documentation from DigiCert.com shares that the VMC might not be issued correctly, the domain specified on the VMC request does not exactly match the sending domain, or the CA issuing the VMC isn't trusted by the receiving email provider.

June 2023 - DigiCert.com
Technical article

Documentation from BIMI Group Official Website indicates that one reason for logo non-display is that the VMC hasn't been properly validated by the Certificate Authority or the receiving mail server has encountered an issue during the validation process.

February 2022 - BIMI Group Official Website
Technical article

Documentation from Google Support suggests the possibility of temporary issues with Gmail's display of BIMI logos, especially after recent updates or changes to their systems. These issues typically resolve themselves over time.

March 2025 - Google Support

Related resources
3Resources

VMCs Aren't a Golden Ticket for BIMI Logo Display - BIMI Group
VMCs Aren't a Golden Ticket for BIMI Logo Display - BIMI Group

Even with a VMC, BIMI logo display depends on your sending reputation and mailbox provider policies. Learn how to improve visibility.

BIMI Group
Troubleshooting common BIMI problems - Valimail
Troubleshooting common BIMI problems - Valimail

Learn why your logo isn’t showing up in the inbox (and what to do about it) in this complete guide to troubleshooting BIMI problems.

Valimail -
Email Security feature request: BIMI - Feature Request Submitting ...
Email Security feature request: BIMI - Feature Request Submitting ...

Hi, It would be good for Cloudflare to offer ease of Brand Indicators for Message Identification (BIMI) configuration, this feature doesn’t really seem to be offered widely, just like MTA-STS configuration. It would be very simple for Cloudflare to implement, as BIMI just requires DNS and a file hosting with SSL . Both of which are offered by Cloudflare. Cloudflare R2 should be able to just host and serve that single file. When you combine, DNS, Web Hosting and SSL certificates, all to confi...

Cloudflare Community

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