BIMI Image Not Displayed on Gmail? Here’s the Complete Fix Guide

BIMI Logo Not Showing in Gmail? Start with the Real Checklist

BIMI (Brand Indicators for Message Identification) displays your brand logo next to your emails in Gmail and can unlock Gmail’s verified blue checkmark. It’s built on strong authentication and the trustworthiness of your domain. If your BIMI logo is missing in Gmail, approach the situation as an audit of your setup rather than a guessing game.

• DMARC (Domain-based Message Authentication, Reporting, and Conformance) is enforced with p=quarantine or p=reject (mandatory for Gmail).
• SPF or DKIM passes in alignment for each message.
• A valid Brand Indicators for Message Identification (BIMI) TXT record exists at default._bimi.yourdomain.
• The logo is a compatible SVG Tiny file, publicly accessible via HTTPS.
• A Verified Mark Certificate (VMC) is present; Gmail requires a VMC for logo rendering and the blue checkmark.
• Your domain and IP reputation are both healthy and trusted with Gmail.

No DMARC enforcement, no BIMI in Gmail. Even if your logo is perfect in every other way.

First Triage: Is the Issue with You or with Gmail?

Before diving into DNS changes, confirm Gmail’s current BIMI display rules. Gmail supports BIMI but requires a Verified Mark Certificate (VMC) for the logo to actually render in the UI. Without a VMC, Gmail may still show a generic avatar even if everything else passes. Always review Gmail’s published sender guidelines before deciding if obtaining a VMC is necessary (for Gmail, it is).

Here’s a quick rule of thumb for Gmail: if you don’t have a Verified Mark Certificate (VMC), your logo will not render. If you do have one but your Domain-based Message Authentication, Reporting, and Conformance (DMARC) enforcement is missing, your logo still won’t appear.

Fix BIMI Fast: A Step-by-Step Workflow

1. Confirm DMARC enforcement on the sending domain (p=quarantine or p=reject is required by Gmail).
2. Check that SPF or DKIM is fully aligned on actual emails.
3. Publish or fix the Brand Indicators for Message Identification (BIMI) TXT record on the exact From domain used for Gmail.
4. Ensure a compliant SVG Tiny logo is hosted securely over HTTPS.
5. Include the VMC’s URL in your BIMI record (the a= tag is required by Gmail).
6. Send test emails to Gmail and inspect Authentication-Results headers.
7. Allow time for DNS propagation and Gmail cache refresh.
8. If display issues persist, focus on strengthening your domain’s reputation with Gmail.

Ensure Correct Publication of the BIMI Record

BIMI relies on a straightforward TXT record. The record’s host is always default._bimi on the precise From domain. If you send from a subdomain, the BIMI record needs to be published there as well. For Gmail, include a valid a= URL to a VMC; records without a VMC will not render a logo.

default._bimi.example.com. IN TXT v=BIMI1; l=https://example.com/logo.svg; a=https://example.com/vmc.pem

• v= must be set to BIMI1.
• l= is the HTTPS URL to your SVG Tiny logo.
• a= is the HTTPS URL for your VMC in PEM format and is required by Gmail.

Make sure both URLs avoid redirects and are reachable publicly. Gmail may not follow redirects. If your From domain varies by stream, publish a BIMI record for each domain you use.

Format the SVG Tiny Logo for BIMI Compliance

Most display failures result from improper formatting or errors in the SVG Tiny logo file. Gmail expects absolute precision: SVG Tiny format, no scripts, no outside assets, and strictly clean vectors. Here’s the go-to checklist for Gmail:

• The logo is square and visually centered (Gmail typically renders inside a circular avatar).
• Contains only vector shapes, remove any embedded rasters.
• No JavaScript, no fonts, no external references at all.
• Includes a viewBox attribute; all styling is inline.
• Add a solid background if your transparent logo looks odd against Gmail themes.
• Served with Content-Type: image/svg+xml via HTTPS.

If you’re unsure, export again from your design software using the strictest export options. Always test the SVG on a staging URL before updating any DNS records and validate with Gmail test mailboxes.

DMARC, SPF, DKIM: Alignment That Actually Survives

BIMI requires DMARC to pass in alignment. At least one of SPF or DKIM must pass and be aligned with the exact domain in your From address (or its organizational domain if using relaxed alignment). Gmail enforces these conditions for BIMI.

_dmarc.example.com. IN TXT v=DMARC1; p=quarantine; pct=100; rua=mailto:dmarc@example.com; aspf=r; adkim=r

• You can start with relaxed alignment while stabilizing your setup; Gmail honors relaxed alignment.
• Choose quarantine or reject for DMARC policy; these are required for BIMI logo display in Gmail.
• Be aware: forwarding can break SPF, so ensure DKIM alignment is rock solid.

Need a refresher? See this plain-English guide to SPF, DKIM, and DMARC for a jargon-free explanation tailored to Gmail deliverability.

A Poor Domain and IP Reputation Can Prevent Your Logo from Being Displayed

Gmail ultimately controls when your BIMI logo appears, factoring in both domain and IP reputation. Rapid increases in sending volume, spam complaints, or a thin sending history may suppress your logo even if all technical settings are correct.

To avoid this, warm up new or quiet domains before increasing volume. Tools like Mailwarm help by interacting with a live network of real inboxes: opening emails, replying safely, rescuing messages from spam, and marking them as important. This builds steady positive engagement with Gmail, improving sender reputation and leading to more reliable BIMI logo display over time.

Common Edge Cases that Block BIMI Logo Display

• Forwarding chains: SPF often fails after message hops; rely on DKIM alignment for Gmail.
• Shared sending services: Use your own DKIM keys plus a dedicated return-path domain.
• Multiple brands on one domain: Send from unique From domains and publish separate BIMI records.
• Subdomain vs root setup: Publish the BIMI record specifically where the From domain lives; Gmail does not inherit from the parent domain.
• Conflicting records: Remove outdated or test BIMI records still pointing to old logo assets.
• Expired VMC: Renew the certificate and update your a= URL; Gmail will not display the logo until the VMC is valid.

Validate with Simple Commands

Checking DNS and hosting is quick and crucial. Here are two essential tests:

dig +short TXT default._bimi.example.comcurl -I https://example.com/logo.svg

• dig should return your BIMI TXT with the v=, l=, and a= fields (a= is required by Gmail).
• curl should return a 200 OK and the correct SVG content type; avoid redirects as Gmail may not follow them.

Also inspect the message’s Authentication-Results header in Gmail to confirm DMARC passes with SPF or DKIM alignment.

How Long Does it Take for the Logo to Appear through BIMI?

DNS updates can take several hours to propagate, with Gmail also caching logos and BIMI validation outcomes. Usually, expect a 24–72 hour window after making changes for BIMI logos to begin appearing in Gmail. During this waiting period, keep your sending consistent and complaint rates low. If a VMC has just been issued, add time for further Gmail-side processing and cache refresh.

If your logo still isn’t displaying after this period, re-examine DMARC alignment on live messages, double-check the SVG Tiny and VMC files, then review recent domain reputation activity and sending patterns specifically for Gmail traffic.

Putting It All Together

BIMI isn’t a simple on/off switch in Gmail. It’s a chain: DMARC must be enforced; alignment must pass; your logo must be a strict SVG Tiny file; a VMC is required; your reputation must remain clean. When every link in this chain is in place, your BIMI logo appears and stays visible in Gmail.

If you want a quick sanity check, feel free to share your BIMI record and SVG. I’m happy to help identify your next step within minutes for Gmail.

Need a Human Review?

Prefer a calm, vendor-neutral second opinion? Contact an email deliverability specialist at mailadept for a comprehensive BIMI and DMARC review focused on Gmail. I’ve seen these reviews save teams days of trial and error.

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