Summary
While the BIMI standard itself doesn't explicitly mandate a VMC (Verified Mark Certificate), its practical implementation necessitates one for organizations targeting major email providers like Google (Gmail) and Apple. These platforms require a VMC to display brand logos in the inbox, making it effectively mandatory for achieving full BIMI adoption and realizing its visual benefits. Some providers, such as Yahoo and Fastmail, do not require it.
Key findings
- Google & Apple Requirement: Google and Apple require a VMC for logo display with BIMI.
- VMC for Visual Benefit: Without a VMC, logo display is absent in major email clients (Gmail, Apple).
- Not Universally Required: Some providers (Yahoo, Fastmail) don't mandate VMCs.
- Brand Authentication: VMCs validate logo ownership.
Key considerations
- Target Audience's Email Providers: Assess the email providers used by your target audience; if Gmail and Apple are prominent, a VMC is crucial.
- Budget for VMC: Factor in the cost of VMC acquisition during BIMI implementation planning.
- Trademark Eligibility: Verify your trademark meets the requirements of VMC providers.
- Platform-Specific Strategies: Tailor BIMI implementation strategies based on individual email provider requirements.
What email marketers say
9 marketer opinions
While BIMI itself doesn't strictly mandate a VMC (Verified Mark Certificate) for all email providers, major providers such as Google (Gmail) and Apple require it to display a brand's logo in the inbox. This makes the VMC a practical necessity for organizations aiming for full BIMI implementation and visual brand representation across these major email platforms. Some providers like Yahoo and Fastmail do not have this requirement.
Key opinions
- Google & Apple Requirement: Google and Apple mandate VMCs to display logos in their email clients.
- Visual Benefit: Without a VMC, the visual benefits of BIMI are lost on major email platforms like Gmail.
- Technical vs. Practical: BIMI technically works without a VMC, but its practical implementation often requires one.
- Brand Authentication: VMCs authenticate brand ownership of logos.
Key considerations
- Target Audience: Consider the email providers used by your target audience; if Gmail and Apple are significant, a VMC is essential.
- Cost: Factor in the cost of acquiring a VMC when budgeting for BIMI implementation.
- Trademark Jurisdiction: Ensure your trademark is registered in a jurisdiction accepted by the VMC provider.
- Provider Policies: Email provider policies may change, impacting the VMC requirement.
Marketer view
Email marketer from Email Geeks answers that Google absolutely requires it, they were the first provider to require it and the pioneers of the VMC pilot.
9 May 2025 - Email Geeks
Marketer view
Email marketer from Email Geeks shares that only Yahoo and Fastmail don't require it.
15 Mar 2024 - Email Geeks
What the experts say
3 expert opinions
While not technically mandated by the BIMI standard itself, a VMC (Verified Mark Certificate) is practically required for BIMI implementation due to major mailbox providers like Google and Apple requiring it to display logos. This makes a VMC essential for full BIMI adoption across key email platforms.
Key opinions
- Major Provider Requirement: Google and Apple require VMCs to display logos with BIMI.
- Practical Necessity: Although BIMI can technically work without a VMC, its practical use is limited without one.
- Platform Specific: The VMC requirement varies based on the mailbox provider.
Key considerations
- Target Platform: Consider the target email platforms when deciding whether to obtain a VMC.
- Implementation Goals: Determine if displaying a logo is a critical aspect of your BIMI strategy.
- Cost vs. Benefit: Evaluate the cost of obtaining a VMC against the potential benefits of logo display on major platforms.
Expert view
Expert from Email Geeks explains that some mailbox providers require VMC for BIMI (Google, Apple) so it’s probably something you want to get.
2 Apr 2025 - Email Geeks
Expert view
Expert from Word to the Wise answers that the VMC is not technically mandated, but Google & other providers require it, so it is practically mandatory for full BIMI implementation.
18 Jun 2021 - Word to the Wise
What the documentation says
3 technical articles
Technical documentation consistently points to a VMC (Verified Mark Certificate) as effectively mandatory for BIMI implementation, particularly for major email providers like Google and Apple. These providers require a VMC to display a brand's logo in the inbox, validating the organization's ownership and adherence to platform requirements.
Key findings
- Google & Apple Mandate: Google and Apple require a VMC to display logos in email inboxes with BIMI.
- Validation of Ownership: VMC validates the organization's ownership of the logo.
- Provider Requirements: Ensures the logo meets specific provider requirements for display.
- Essential Functionality: VMC is essential for BIMI to function correctly with certain providers.
Key considerations
- Target Platform Requirements: Understand the VMC requirements of your target email platforms (e.g., Google, Apple).
- Cost and Effort: Factor in the cost and effort associated with obtaining and maintaining a VMC.
- Logo Display Importance: Consider the importance of logo display in your overall email marketing strategy.
Technical article
Documentation from Entrust.com explains that a VMC (Verified Mark Certificate) is required by some mailbox providers, such as Google and Apple, to display your logo in the inbox, thus making it effectively mandatory for full BIMI adoption with these providers.
29 Apr 2024 - Entrust.com
Technical article
Documentation from DigiCert.com responds that a VMC is essential for BIMI to function correctly with certain providers. It validates the organization's ownership of the logo and ensures that it meets the provider's requirements, which is mandatory for displaying the logo in inboxes.
1 Apr 2025 - DigiCert.com
Do I need a VMC for BIMI to work with Google and Gmail?
How can I expedite the VMC certificate issuance process?
How do I display my logo in email inboxes, particularly Gmail, and what are the BIMI requirements?
How do I implement BIMI and get my logo to show in Gmail and Yahoo Mail?
How do I implement BIMI for email verification in Gmail and Yahoo?
Is VMC mandatory for Gmail logo display, and what are the alternative methods?
