Summary
The overwhelming consensus from email marketers, experts, and official documentation is that a Verified Mark Certificate (VMC) is required for BIMI to display logos in Gmail. While BIMI can technically function without a VMC at other Mailbox Providers (MBPs), Google mandates it for increased trust, security, and brand legitimacy. Alternative methods for displaying logos in Gmail exist (like Google profile images), but these are not BIMI-related, may not be permanent, and don't offer the same security benefits. BIMI with VMC helps mitigate risks like brand impersonation and phishing, validating logo ownership, although the authentication provides a branding benefit more than making the actual email traffic more secure.
Key findings
- Gmail VMC Requirement: Gmail requires a VMC for BIMI logos to be displayed.
- Other Providers: Some providers (e.g., Yahoo, Fastmail) may not require a VMC for BIMI.
- Trust & Security: VMC helps build trust with email recipients and confirms brand legitimacy.
- Alternative Methods: Alternative methods for displaying logos in Gmail are available but aren't BIMI and might be impermanent.
- DMARC alignment: To leverage BIMI you will first need to have your DMARC policies setup.
Key considerations
- Future-Proofing: BIMI with VMC provides a more stable, long-term solution than alternatives.
- Workarounds limitations: A VMC validates brand legitimacy and ownership of the logo helping to mitigate risks such as brand impersonation and phishing.
- Without VMC: Without a VMC, your logo will not show in Gmail, even if you've correctly set up BIMI.
- Branding vs Security: BIMI is more of a branding enforcement, you will still need other security measures for your emails.
What email marketers say
18 marketer opinions
The consensus among email marketers and documentation sources is that a Verified Mark Certificate (VMC) is required for BIMI to display a logo in Gmail. While BIMI can function without a VMC for other mailbox providers like Yahoo and Fastmail, Google mandates it for increased trust and security. Some marketers noted alternative logo display methods for Gmail (like Google profiles), but these are not BIMI-related and may not be permanent. While not making traffic more secure, BIMI with VMC confirms the legitimacy of the brand and is important for future-proofing brand presence. There are still considerations to be had regarding branding and security.
Key opinions
- VMC Requirement: A VMC is mandatory for BIMI to display logos in Gmail.
- Other Providers: Some other providers (e.g., Yahoo, Fastmail) may not require a VMC for BIMI.
- Alternative Methods: Alternative logo display methods exist for Gmail but are not BIMI-related.
- Security vs. Branding: BIMI with VMC is more about branding and authentication than direct security enhancement; DMARC reject provides security.
Key considerations
- Future-Proofing: BIMI with a VMC is more future-proof than alternative methods like Google profile images.
- Workarounds: Be aware of the limitations and potential impermanence of workarounds for displaying logos without BIMI and a VMC.
- Security: A VMC verifies brand legitimacy and ownership of the logo; and helps to mitigate risks like brand impersonation and phishing.
- Holistic approach: Even with BIMI and VMC, a Google-profile icon may still be needed for some parts of the Gmail interface.
Marketer view
Email marketer from Mailhardener explains that, for Gmail, a VMC is necessary for your BIMI logo to appear. This is because Gmail prioritizes security and requires proper verification.
28 Jun 2021 - Mailhardener
Marketer view
Marketer from Email Geeks states that a VMC is absolutely needed for BIMI to work with Google.
24 Aug 2024 - Email Geeks
What the experts say
3 expert opinions
Experts agree that while BIMI can be implemented without a VMC, Gmail requires it to display logos in the inbox. A VMC helps establish trust, protects users from phishing attacks, and provides a more future-proof solution compared to methods like using a Google profile image.
Key opinions
- Gmail VMC Requirement: Gmail mandates a VMC for BIMI logo display.
- Trust and Protection: VMC helps establish trust and protects against phishing.
- Future-Proofing: BIMI with VMC offers a more stable, long-term solution than alternative methods like Google profile images.
Key considerations
- Alternative Methods: While Google profile images might work currently, they aren't a long-term solution and aren't the same as BIMI logos.
- VMC Importance: Without a VMC, your logo will not show in Gmail, even with BIMI setup.
Expert view
Expert from Word to the Wise explains that while BIMI can be implemented without a VMC, Gmail requires a VMC for displaying logos. Without a VMC, your logo won't show in Gmail, even if you've set up BIMI.
26 Aug 2023 - Word to the Wise
Expert view
Expert from Email Geeks explains that while the Google profile image works currently, it's not expected to last forever and isn't the same as a BIMI logo. BIMI is considered more future-proof.
30 Apr 2022 - Email Geeks
What the documentation says
3 technical articles
Official documentation confirms that a VMC is required for BIMI to display logos in Gmail. This requirement is enforced by major providers like Gmail to ensure only legitimate senders display brand indicators, protecting users from phishing and spoofing. A VMC validates logo ownership, making it essential for BIMI's correct functionality with Gmail.
Key findings
- VMC is Mandatory: Gmail requires a VMC for BIMI logo display.
- Security Measure: The VMC requirement aims to prevent phishing and spoofing.
- Validates Ownership: A VMC validates the ownership of the logo.
Key considerations
- Functionality with Gmail: BIMI will not function correctly with Gmail without a VMC; the logo will not display.
- DMARC Requirement: DMARC authentication is also a prerequisite for BIMI implementation.
- Visual Impact: Without a VMC, the visual impact of the email is reduced as the logo will not be displayed.
Technical article
Documentation from BIMI Group explains that while BIMI itself can function without a VMC, major providers like Gmail require it for logo display, ensuring that the visual brand indicator is only displayed for legitimate senders. This helps protect users from phishing and spoofing attacks.
15 Dec 2022 - BIMI Group
Technical article
Documentation from Red Sift mentions that a VMC is essential for BIMI to function correctly with Gmail and other providers as it validates logo ownership. Without it, Gmail will not display the logo, reducing the visual impact of the email.
1 May 2022 - Red Sift
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