Summary
VMC logo requirements for trademarked logos with off-center text necessitate a close resemblance to the registered trademark, but pixel-perfect accuracy isn't always mandatory. Human judgment plays a role in the approval process. Minor adjustments like centering or adding padding for circular viewports can be acceptable. Consulting the VMC provider (e.g., Digicert) is crucial to understand specific internal policies and whether modifications are permissible. A Certified Mark Certificate (CMC) offers greater flexibility for logo variations and is often recommended. The logo file must be a valid SVG, and significant alterations risk rejection.
Key findings
- Resemblance Over Exactness: The logo should closely resemble the trademark, but doesn't need to be pixel perfect.
- Human Review: Human review allows for some flexibility in interpreting logo guidelines.
- CMC Option: CMCs offer more flexible logo options than VMCs.
- SVG Requirement: VMC Logos require an SVG file.
- Padding: Consider adding padding to the logo as it may be shown inside a circle in MUAs.
Key considerations
- VMC Provider Consultation: Always consult the VMC provider for their guidelines before making logo changes.
- Trademark Recognition: Ensure any logo modifications maintain clear trademark recognition.
- Minor Adjustments Only: If modifying, make small changes such as moving the text closer to the centre and adding padding.
- Potential Rejection: Avoid drastic logo alterations as it can lead to VMC rejection.
What email marketers say
8 marketer opinions
VMC logo requirements for trademarked logos with off-center text are strict, necessitating close adherence to the registered trademark. However, slight variations, such as centering text or adding padding to avoid cropping in circular viewports, might be acceptable. A crucial alternative is considering a CMC (Certified Mark Certificate), which offers more flexibility in logo variations. Experts recommend consulting with the VMC provider (e.g., Digicert) or the certification authority before making any changes to ensure compliance and avoid rejection.
Key opinions
- Strict Adherence: VMC logos must closely resemble the registered trademark.
- Minor Adjustments: Small changes like centering text or adding padding can be acceptable.
- CMC Alternative: CMCs provide more flexibility in logo variations compared to VMCs.
- Consult Provider: Always consult with the VMC provider or certification authority before altering the logo.
Key considerations
- Visual Representation: Ensure the logo remains a clear representation of your brand.
- Square Format: Logos are typically displayed in a square format but cropped into a circle by MUAs (Mail User Agents).
- Provider Guidelines: Adhere to the specific guidelines and policies of the VMC provider.
- Potential Rejection: Drastic alterations to the logo can lead to rejection of the VMC.
Marketer view
Marketer from Email Geeks asks if a CMC was requested instead of a VMC as the modifications might qualify as a modified trademarked logo.
13 Feb 2023 - Email Geeks
Marketer view
Email marketer from EmailGeeks explains to ask the certification authority, prior to changing it, whether or not the logo deviations are OK.
26 Apr 2024 - EmailGeeks
What the experts say
5 expert opinions
Experts generally agree that while VMC logo compliance requires the logo to be obviously the same as the trademark, it doesn't need to be pixel-identical. A key suggestion is to consult directly with the VMC CA (Certificate Authority) or a Digicert sales representative to understand their internal policies before making any modifications. Furthermore, sticking with or switching to a CMC (Certified Mark Certificate) is recommended for greater logo flexibility.
Key opinions
- Human Judgement: VMC logo compliance involves human judgment, allowing for some flexibility.
- Direct Consultation: Consulting with the VMC CA or Digicert is crucial for understanding specific requirements.
- CMC Flexibility: CMCs offer increased flexibility in logo presentation compared to strict VMC guidelines.
Key considerations
- Trademark Similarity: The logo should be recognizably the same as the registered trademark.
- Minimal Changes: If modifying the logo, make only very small changes.
- Policy Awareness: Be aware of the internal policies of the VMC CA regarding logo variations.
Expert view
Expert from Spamresource explains that you should check the VMC CA's guidelines but you should stick with what you've got. Only make very small changes and check it out before doing it.
26 Jul 2021 - Spamresource
Expert view
Expert from Email Geeks explains that a CMC exists as an option in these circumstances.
27 Aug 2023 - Email Geeks
What the documentation says
3 technical articles
According to official documentation, VMC logo requirements mandate that the logo must precisely match the registered trademark. The logo file must be a valid SVG and any modifications should be minimal, ensuring the overall appearance remains consistent with the registered trademark.
Key findings
- Match Trademark: The logo must be formatted to match the registered trademark.
- Valid SVG: The logo file must be a valid SVG (Scalable Vector Graphics) format.
- Minimal Changes: Any modifications to the logo should be minimal.
Key considerations
- Visual Representation: Ensure the SVG logo is a clear visual representation of the trademark.
- Consistent Appearance: Modifications should not significantly alter the overall appearance of the logo.
- File Format: Using the correct SVG format is mandatory for VMC compliance.
Technical article
Documentation from BIMI Group explains that the VMC requires that you use a SVG file and the logo must be a visual representation of the trademark.
14 May 2025 - BIMI Group
Technical article
Documentation from DigiCert.com explains that your logo must format your logo so it matches your registered trademark.
31 May 2023 - DigiCert.com
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