Why Your BIMI Logo Doesn't Show

Why Your BIMI Logo Sometimes Appears and Sometimes Doesn’t

James WarrackEmail Performance Essentials

TL;DR 

Your BIMI logo can show in one email and disappear in the next because BIMI checks every message individually. Even small differences in the sending domain, DKIM selector, authentication results or the platform sending the email can stop the logo appearing. Mailbox providers also cache BIMI data at different speeds, which adds to the inconsistency. It’s normal behaviour and not usually a sign that your setup is wrong.

Why Your BIMI Logo Appears in One Email but Not Another

If you have ever spotted your company logo appearing next to one of your emails, only to notice it missing from the next, you are not alone. BIMI can feel a bit unpredictable at first glance. One message proudly displays your brand, while others look completely plain.

Even when you are sending from the same email address, BIMI is not guaranteed to show every time. This confuses a lot of people, especially businesses who have gone through the effort of setting things up properly.

So why does it happen? And is it normal?
Short answer: yes. Longer answer: let me walk you through it.

What BIMI actually checks

BIMI is not just a logo feature. It is a trust system. Before your logo appears in an inbox, several things must line up perfectly:

  • SPF must pass
  • DKIM must pass
  • DMARC must be at enforcement (quarantine or reject)
  • The domain must have a valid BIMI record
  • There must be a Verified Mark Certificate or Common Mark Certificate if required
  • The message must come from a domain with a clean sending reputation

If even one of these wobbles, BIMI will disappear for that message.

Reason 1: Emails are not always sent from the same domain

This is the number one reason for inconsistent BIMI behaviour.

Even though the inbox shows something like noreply@company.co.uk, the actual sending domain might be different behind the scenes:

  • company.co.uk
  • mail.company.co.uk
  • tracking.company.co.uk
  • A third party such as Mailchimp, SendGrid, HubSpot or a booking system

Everything has to match exactly. If BIMI is configured on company.co.uk, but one message comes from mail.company.co.uk, the logo will not show.

Most people never notice this until they check the message headers.

Reason 2: DKIM selectors can differ

Many businesses use multiple sending platforms. One might sign your emails with DKIM correctly, while another might use:

  • An outdated selector
  • A selector that fails alignment
  • A selector with expired keys

When DKIM does not align with the From address, BIMI says no.

Reason 3: Mailbox providers use their own caching

This is something you cannot control.

Apple Mail, Gmail and Yahoo all cache BIMI results at different speeds. That means:

  • One message might show your logo instantly
  • Another identical message might not show it for hours or even days

The system simply has to refresh its trust data.

Reason 4: The message looks slightly different

Even small changes can affect BIMI on a per-email basis. For example:

  • A different template
  • A change in HTML structure
  • An unusual attachment
  • A link tracking system
  • A one-off notification sent via a different platform

If the message does not resemble your usual authenticated traffic, BIMI may be withheld.

Reason 5: BIMI decisions are made per email, not per domain

This is the part that surprises most people.

BIMI does not think in terms of accounts or mailboxes.
It evaluates each and every email individually.

Two messages from the same address might have completely different:

  • Authentication results
  • Sending paths
  • DKIM selectors
  • Reputation scores
  • Hosting routes

The one that ticks all the boxes gets the logo. The one that does not simply looks normal.

This is expected behaviour and not a sign that your setup is broken.

So what can you do about it?

Here are a few practical steps to keep BIMI as consistent as possible:

1. Make sure all email platforms use the same domain
If your CRM, invoicing tool and newsletter platform each use different subdomains, align them.

2. Use a single DKIM selector across platforms where possible
This avoids mismatches and expired keys.

3. Keep DMARC at enforcement
Do not relax the policy. BIMI relies on it.

4. Maintain a clean sending reputation
Low complaint rates, authenticated sending and steady volume all help.

5. Accept that mailbox providers have the final say
Even with perfect setup, you will still see the occasional email without a logo. It is normal.