Summary
Using a word mark with BIMI requires a registered trademark, either a word mark or a logo, with a government trademark office. While some suggest word marks can be simpler and have been allowed for some time, registration and good standing are crucial.
Key findings
- Trademark Requirement: A registered trademark is a prerequisite for BIMI.
- Word Mark or Logo: Either a word mark or a logo design can be used.
- Registration is Key: The trademark must be officially registered with a government trademark office.
Key considerations
- Trademark Status: Verify that the trademark is active and in good standing.
- Wordmark Simplicity: A word mark's registration may be simpler, but it must still be registered.
- No Game Changer: The ability to use wordmarks in BIMI isn't new.
What email marketers say
9 marketer opinions
To use a word mark with BIMI, a registered trademark is essential. The trademark can be the word mark itself or a design logo, but registration is a prerequisite. Ensure the trademark is valid and in good standing.
Key opinions
- Trademark Required: BIMI requires a registered trademark to display a logo.
- Word Mark Accepted: A word mark can be used as a BIMI logo.
- Must be Registered: The word mark must be officially registered with a trademark office.
Key considerations
- Registration Status: Confirm the trademark is active and in good standing.
- Design Restrictions: Ensure word marks used do not contain any design elements if following Email Geek's suggestion.
Marketer view
Marketer from Email Geeks explains that you can use a word mark in BIMI as long as it has no design and that the wordmark allowance has been there since day 1. Registration is literally just the word.
6 Feb 2024 - Email Geeks
Marketer view
Marketer from Email Geeks shares that AWeber has been using a wordmark trademark with BIMI. Many places have their company names trademarked already, very few have their full logo design trademarked.
27 Jan 2025 - Email Geeks
What the experts say
2 expert opinions
To utilize a word mark with BIMI, a registered trademark is required. While it's been an existing option, using a registered trademark (wordmark or logo) is essential for brand validity and providing a clear visual indicator.
Key opinions
- Trademark Requirement: A registered trademark is necessary for BIMI implementation.
- Word Mark or Logo: Both word marks and logos can be used, provided they are registered.
- Brand Validity: Using a registered trademark enhances brand validity and recognition.
Key considerations
- Trademark Registration: Ensure the word mark or logo is officially registered with the appropriate authority.
- Existing Option: Wordmark support with BIMI isn't a new or "game changing" feature
Expert view
Expert from Spamresource explains that you need a registered trademark (either a wordmark or a logo) to display your logo using BIMI. This ensures brand validity and provides a consistent visual indicator to email recipients.
25 Jul 2023 - Spamresource
Expert view
Expert from Email Geeks shares that they are not sure why the change is game changing as it’s always been allowed.
2 Sep 2023 - Email Geeks
What the documentation says
5 technical articles
The consensus among documentation sources is that using a word mark with BIMI necessitates a registered trademark. This trademark can be either a word mark or a design mark, but it must be officially registered and in good standing with a government trademark office. Verifying the trademark's active status is also emphasized.
Key findings
- Registered Trademark Required: BIMI requires a registered trademark for both word marks and design marks.
- Word Mark Option: A word mark can be used as the logo in BIMI.
- Official Registration: The trademark must be officially registered with a government trademark office.
Key considerations
- Trademark Status: Verify that the trademark is active and in good standing.
- Government Office: Ensure the trademark is registered with a recognized government trademark office.
Technical article
Documentation from Red Sift explains that BIMI allows the use of a registered trademark as a logo, which can be a word mark or a design mark. The trademark must be registered and in good standing with a government trademark office.
24 Feb 2022 - Red Sift
Technical article
Documentation from Proofpoint answers that BIMI requires a registered trademark. This trademark can be a word mark or a logo, but must be officially registered with a trademark office.
15 Oct 2021 - Proofpoint
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