Summary
CMC (Common Mark Certificate) and VMC (Verified Mark Certificate) both aim to display brand logos in email inboxes, but differ significantly. VMCs require trademark validation by an authorized certification authority, ensuring legal ownership and protection of the displayed logo, leading to higher costs (approximately $1,000-$1,500 annually) and a more complex process. CMCs, on the other hand, offer a quicker and cheaper alternative (around 1,100 euros/year from Digicert) as they currently do not enforce strict trademark validation, although questions persist about the verification process's rigor. While VMC enjoys wider compatibility across email platforms, CMC is primarily supported by Gmail, requiring senders to meet specific authentication standards (SPF, DKIM, DMARC). Both types necessitate domain verification and the use of an SVG logo. Future BIMI standards could potentially introduce stricter authentication measures affecting both certificate types. Therefore, selecting between CMC and VMC hinges on factors like trademark registration status, budget, target audience, and the need for broad platform support versus Gmail-specific brand visibility.
Key findings
- Trademark Validation: VMC requires strict trademark validation; CMC has less stringent requirements for now.
- Cost Difference: VMC costs roughly $1,000-$1,500 annually, whereas CMC is approximately 1,100 euros/year from Digicert.
- Platform Support: VMC enjoys broader compatibility, while CMC is primarily supported by Gmail.
- Implementation Speed: CMC implementation is generally faster due to less stringent trademark verification.
- Logo Requirements: Both certificates require the logo to be an SVG format.
Key considerations
- Trademark Status: Assess whether you have a registered trademark, as VMC mandates it, or whether you wish to avoid trademark requirements
- Target Audience: Determine which email platforms your target audience uses to decide if Gmail-centric CMC is sufficient, or if VMC's wider compatibility is needed.
- Authentication Setup: Ensure that your email is properly authenticated with SPF, DKIM, and DMARC to leverage CMC on Gmail.
- Future Standards: Keep abreast of evolving BIMI standards, as they might introduce more stringent authentication requirements for both CMC and VMC.
- Budget Allocation: Factor in both the annual certificate fees and any legal expenses associated with trademark validation (for VMC).
What email marketers say
12 marketer opinions
CMC (Common Mark Certificate) and VMC (Verified Mark Certificate) both aim to display brand logos in email inboxes, but differ in requirements, cost, and adoption. VMCs require strict trademark validation, cost more (around $1,000-$1,500 annually), and are more widely supported across email platforms, enhancing brand visibility and engagement. CMCs, while newer and primarily supported by Gmail, offer faster implementation due to less stringent trademark verification and a lower cost (around 1,100 euros/year from Digicert). Both require domain verification, an SVG logo, and adherence to BIMI standards. VMCs also require a registered trademark logo.
Key opinions
- Trademark Validation: VMCs require strict trademark validation, while CMCs have less stringent requirements, leading to faster implementation.
- Cost: VMCs typically cost between $1,000 and $1,500 per year, while CMCs from Digicert are around 1,100 euros/year.
- Platform Support: VMCs are more widely supported across email platforms, while CMC support is primarily limited to Gmail.
- Brand Visibility: Both certificates aim to improve brand visibility within email inboxes by displaying brand logos.
- Logo Format: Both require the logo to be an SVG (Scalable Vector Graphics) file for proper display.
Key considerations
- Trademark Registration: Ensure you have a registered trademark logo if pursuing VMC certification.
- Budget: Factor in the annual certificate fee and potential trademark validation costs when budgeting for VMC or CMC.
- Target Audience: Consider which email platforms your target audience uses and whether CMC's Gmail-centric approach aligns with your needs.
- Implementation Timeline: If a quick implementation is crucial, CMC might be preferable due to its less stringent validation process.
- BIMI Compliance: Ensure compliance with BIMI standards, including proper email authentication (SPF, DKIM, DMARC) for both CMC and VMC.
Marketer view
Email marketer from Agari emphasizes that VMC certification requires the use of a registered trademark logo. Without a legally registered trademark, it's not possible to obtain a VMC, making trademark registration a fundamental requirement.
19 Jul 2022 - Agari
Marketer view
Marketer from Email Geeks shares documentation from Digicert clarifying the whole Certificate creation process: <https://docs.digicert.com/en/certcentral/manage-certificates/verified-mark-certificates--vmc-/common-mark-certificate--cmc-.html>
23 Dec 2024 - Email Geeks
What the experts say
2 expert opinions
CMC (Common Mark Certificate) is a newer certificate, similar to VMC (Verified Mark Certificate), primarily for Gmail. It's likely quicker and cheaper to obtain, especially without existing trademark paperwork. However, questions remain about the strictness of logo verification.
Key opinions
- Speed and Cost: CMC is likely faster and cheaper to obtain than VMC, particularly without existing trademark paperwork.
- Gmail Focus: CMC is currently focused on Gmail, while VMC has broader support.
- Verification Questions: The strictness of logo verification for CMC is still uncertain.
Key considerations
- Trademark Status: If you lack existing trademark paperwork, CMC may be an easier initial option.
- Target Audience: Consider whether your target audience primarily uses Gmail before choosing CMC.
- Risk Tolerance: Acknowledge the uncertainty surrounding CMC logo verification and its newer status.
Expert view
Expert from Spam Resource explains the newly announced CMC's (Certified Mark Certificates). They are like VMCs but for Gmail. There are questions around how close the graphic or mark needs to be to pass verification.
5 Jul 2023 - Spam Resource
Expert view
Expert from Email Geeks shares that getting a CMC (Common Mark Certificate) is probably quicker and cheaper if you don’t have trademark/servicemark paperwork. Currently it is Gmail-only.
3 Feb 2023 - Email Geeks
What the documentation says
5 technical articles
VMC (Verified Mark Certificate) requires trademark validation by an authorized certification authority, which ensures the displayed logo is legally owned. Both VMC and CMC (Common Mark Certificate) require domain verification, but CMC currently does not enforce strict trademark validation, leading to quicker issuance. Gmail supports CMC when the sender meets certain authentication standards (SPF, DKIM, DMARC). Future BIMI standards might strengthen authentication for both certificate types. DigiCert offers CMC certificates for approximately 1,100 euros/year and VMC certificates for about 1,400 euros/year.
Key findings
- Trademark Validation: VMC requires trademark validation; CMC currently doesn't.
- Domain Verification: Both VMC and CMC require domain verification.
- Gmail Support: Gmail supports CMC with proper email authentication (SPF, DKIM, DMARC).
- Future Standards: Future BIMI standards may increase authentication requirements for both.
- Cost Difference: DigiCert offers CMC at 1,100 euros/year and VMC at 1,400 euros/year.
Key considerations
- Legal Ownership: Ensure your logo is a registered trademark if you plan to use VMC.
- Email Authentication: Implement SPF, DKIM, and DMARC to take advantage of CMC support on Gmail.
- Standard Evolution: Stay updated on future BIMI standard changes, which may affect certificate requirements.
- Cost-Benefit Analysis: Evaluate the cost difference between CMC and VMC in relation to your specific needs and the benefits of each.
- Compliance: Adhere to BIMI standards to ensure certificates function as intended.
Technical article
Documentation from Google Support mentions that Gmail supports CMC for displaying brand logos in the inbox, provided the sender meets certain authentication standards. They support it when the organisation authenticates email using SPF, DKIM and DMARC.
25 Jul 2021 - Google Support
Technical article
Documentation from BIMI Group specifies that VMCs require trademark validation by an authorized certification authority, ensuring the logo displayed is legally owned and protected. This process involves verifying the trademark registration with the relevant intellectual property office and confirming the applicant's right to use the logo.
2 Sep 2024 - BIMI Group
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Does a VMC SVG logo need to exactly match a trademarked logo?
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