If your BIMI logo isn't showing, check these in order: DMARC must be at p=quarantine or p=reject, the BIMI DNS record must be published at default._bimi.yourdomain.com, the SVG must be valid SVG Tiny PS format, the logo URL must be HTTPS and accessible, and for Gmail you need a valid VMC. Caching delays of days to weeks are also normal.
BIMI Troubleshooting: Logo Not Showing
Diagnostic Checklist
Work through these in order:
1. DMARC Policy Check
dig TXT _dmarc.yourdomain.com +short
Your policy must be p=quarantine or p=reject. If it's p=none, BIMI won't work on any provider. Advance your DMARC policy before troubleshooting further.
2. BIMI Record Check
dig TXT default._bimi.yourdomain.com +short
You should see something like:
"v=BIMI1; l=https://yourdomain.com/bimi/logo.svg; a=https://yourdomain.com/bimi/vmc.pem"
If the record doesn't exist, add it. If it exists, verify:
- Starts with
v=BIMI1 l=points to an HTTPS URL- URL is correct and resolves
3. Logo Accessibility
Try loading the logo URL in a browser. You should see your SVG image. If you get a 404, 403, or redirect, the email provider can't fetch it either.
Check the Content-Type header:
curl -I https://yourdomain.com/bimi/logo.svg
It should return Content-Type: image/svg+xml.
4. SVG Format Validation
Use the BIMI Group Inspector to validate your SVG. Common issues:
- Missing
baseProfile="tiny-ps"— see the SVG Tiny PS guide - Transparent background
- Embedded raster images
- Non-square dimensions
Practitioner note: The BIMI Group Inspector catches about 90% of problems. If it says your setup is valid and the logo still isn't showing, it's almost always a caching delay. Give it a week before digging deeper.
5. VMC Validation (Gmail Only)
If you're troubleshooting specifically for Gmail:
- Verify the VMC PEM file is accessible at the URL in the
a=tag - Check that the VMC hasn't expired
- Confirm the VMC was issued for the correct domain
- Ensure the logo in the VMC matches the logo in the
l=tag
6. DMARC Authentication Results
BIMI only displays when the specific message passes DMARC. Check the Authentication-Results header on a received message:
dmarc=pass (p=REJECT)
If DMARC fails for the message, BIMI won't show regardless of your DNS configuration.
Common Specific Problems
"I set everything up but nothing shows in Gmail"
Gmail's caching is slow and unpredictable. After confirming all validation steps pass, wait 1-2 weeks. If still nothing after two weeks, re-verify the VMC and logo URLs.
"Logo shows in Apple Mail but not Gmail"
Apple Mail doesn't require a VMC. Gmail does. Add a VMC to your BIMI record.
"Logo shows inconsistently"
Different email clients have different BIMI support levels. Check which clients your recipients use. Outlook doesn't support BIMI at all.
Practitioner note: When a client reports "BIMI isn't working," the first thing I check is which email client they're testing with. Half the time they're checking in Outlook, which doesn't support BIMI. Always test in Gmail or Apple Mail.
"Logo used to show but stopped"
Check in order: VMC expiry, logo URL accessibility, DMARC policy (did someone change it?), DNS record still exists.
If you've been through the checklist and your BIMI logo still isn't showing, I can diagnose the specific issue.
Sources
- BIMI Group: BIMI Inspector
- Google: BIMI troubleshooting
- BIMI Group: FAQ
- DigiCert: VMC troubleshooting
v1.0 · April 2026
Frequently Asked Questions
Why isn't my BIMI logo showing in Gmail?
Most likely: VMC missing or invalid, DMARC not at enforcement level, SVG not in Tiny PS format, or caching delay. Gmail requires a VMC — check that first.
How long does BIMI take to show up?
After correct configuration, expect 1 day to several weeks. Gmail caches BIMI data and there's no way to force a refresh.
How do I test my BIMI record?
Use the BIMI Group Inspector at bimigroup.org/bimi-generator or check DNS with: dig TXT default._bimi.yourdomain.com +short
My BIMI logo shows for some recipients but not others — why?
Gradual rollout by the email provider, or different recipients using different email clients. Apple Mail and Gmail have different BIMI requirements.
Can a BIMI logo stop showing after it was working?
Yes. Common causes: VMC expired, logo URL went down, DMARC policy changed to p=none, or DNS record was accidentally deleted.
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