What are the requirements for using a word mark with BIMI?
Michael Ko
Co-founder & CEO, Suped
Published 21 Apr 2025
Updated 16 Aug 2025
6 min read
When Brand Indicators for Message Identification (BIMI) first emerged, many brands wondered about the type of logo they could use. A common question was whether a simple word mark—just the company name in standard text—would qualify, or if a more elaborate design mark was strictly necessary. I've seen some confusion recently, with some believing that the ability to use a word mark is a new, game-changing adjustment to the standard.
However, that’s a misconception. The allowance for word marks in BIMI has been present since its inception. The recent game-changing update actually pertains to the inclusion of government and school seals, which is a different aspect entirely. The primary hurdle for brands using a word mark, just like with a full logo design, revolves around the requirement for a registered trademark and the subsequent Verified Mark Certificate (VMC).
This guide will walk you through what’s needed to successfully implement BIMI with your word mark, addressing the crucial elements of trademark registration, technical specifications, and the necessity of a VMC.
Word marks versus design marks
Before diving into the specific requirements, it's helpful to understand the distinction between a word mark and a design mark (often called a figurative mark or logo). This clarity helps in preparing for BIMI implementation.
Word mark
A word mark protects the textual elements of your brand. This means it protects the name itself, independent of any specific font, style, color, or design. For example, if Google had only a word mark, they could use Google in any font or styling, and it would still be covered by the trademark.
Focus: The primary purpose is to protect the brand name, product name, or slogan as text.
Flexibility: Allows for varied stylistic presentations while retaining protection.
Application: Often easier to obtain if the name itself is distinctive and not too descriptive.
Design mark (logo)
A design mark protects a specific graphic representation, such as a logo, symbol, or a stylized version of a word mark. This includes the font, colors, and any accompanying imagery. Think of the iconic Coca-Cola script, which is protected as a design mark rather than just the words Coca-Cola themselves.
Focus: Protects the visual appearance and specific styling of a brand's identifier.
Specificity: Covers the logo as a fixed design, limiting variations in its presentation.
Complexity: May require more detailed legal review during the trademark registration process.
For BIMI, the crucial element isn't whether your brand identifier is a word mark or a design mark, but rather that it is a registered trademark with a government intellectual property office. This registration forms the basis for obtaining a VMC, which is essential for BIMI display with most email clients, including Gmail.
Technical and certification requirements
Implementing BIMI with a word mark requires adherence to specific technical and certification standards, just like a traditional logo. The core idea is to prove ownership and control over the visual representation of your brand, even if that representation is simply text.
Key requirements for your word mark with BIMI
Registered trademark: Your word mark must be registered with a recognized governmental trademark office. This is a fundamental prerequisite for obtaining a Verified Mark Certificate (VMC).
Verified mark certificate (VMC): While Yahoo Mail may sometimes display BIMI logos without a VMC, a VMC is strongly recommended and often required by other major email clients, like Google, for your logo to appear. The VMC verifies that your logo, whether a word mark or design mark, is indeed tied to your registered trademark.
SVG Tiny 1.2 format: Even for a word mark, your logo needs to be converted into a Scalable Vector Graphics (SVG) Tiny 1.2 file. This specific format ensures it scales well across various email clients and devices. There are strict guidelines for the SVG file, including: square dimensions, no transparent background, and no embedded bitmap images. It must also include a P-SVG attribute to indicate it's a secured, verified mark.
Secure hosting: The SVG file of your word mark must be hosted on a secure web server (HTTPS) with an SSL certificate.
Once these prerequisites are met, the BIMI record (a TXT record in your DNS) will point to the location of your SVG file and your VMC. This record tells participating email clients where to find your verified brand logo.
The role of the Verified Mark Certificate (VMC)
The Verified Mark Certificate (VMC) is a digital certificate that acts as proof of your brand's legitimacy. It cryptographically binds your trademarked logo (or word mark) to your email sending domain. This gives email recipients and inbox providers confidence that the logo they see next to your email in their inbox is indeed your official, trademarked brand asset.
To obtain a VMC, you must apply to a Certificate Authority (CA) that is accredited to issue VMCs. These CAs will verify your trademark registration with the relevant government body. The process involves submitting documentation that proves your ownership of the trademarked word mark.
The BIMI Group provides guidelines for the issuance of Mark Certificates, outlining the strict requirements CAs must follow. These guidelines ensure the integrity and trustworthiness of the BIMI ecosystem. Without a VMC, many major email clients will not display your BIMI logo, significantly limiting the reach of your brand visibility efforts. While Yahoo has historically been more lenient, relying on a VMC offers the broadest possible compatibility and strengthens your overall email program.
DNS configuration and ongoing management
Once you have your trademarked word mark and the VMC is obtained, the final step is to configure your DNS records. This involves adding a BIMI TXT record to your domain's DNS that points to your VMC and the hosted SVG file.
Example BIMI DNS recordDNS
default._bimi.yourdomain.com IN TXT "v=BIMI1; l=https://yourdomain.com/your-wordmark.svg; a=https://yourdomain.com/your-vmc-file.pem"
For comprehensive BIMI implementation, your domain must already have robust email authentication protocols in place, specifically SPF and DKIM, with DMARC enforced. BIMI builds upon these foundational security measures to ensure that only authenticated emails from your domain can display your logo.
Maintaining your email reputation is also key. Even with BIMI in place, if your sending practices lead to blocklisting (or blacklisting), your emails might not reach the inbox, and your logo certainly won't be displayed. Regular monitoring of your domain's status on various blacklists and blocklists is a critical aspect of ensuring deliverability and the effectiveness of your BIMI efforts. You can find more details about BIMI guidance from the IETF.
Remember, the goal of BIMI is to increase brand trust and recognition. A properly implemented BIMI record, whether with a word mark or a design mark, signifies to recipients that your emails are authenticated and legitimate. This can lead to improved open rates and overall engagement with your email campaigns.
Final thoughts on BIMI word marks
Implementing BIMI with a word mark is a clear path to enhancing your brand's presence in the inbox. While it's not a new feature, understanding its requirements, particularly the need for a registered trademark and a Verified Mark Certificate (VMC), is essential. By ensuring your DMARC policy is robust, your SVG file meets all specifications, and your VMC is properly obtained, your brand's word mark can confidently appear next to your emails.
This commitment to email authentication and brand verification not only improves deliverability but also fosters greater trust with your audience. The effort invested in meeting these requirements pays off in increased brand visibility and recipient confidence.
Google had only a word mark, they could use Google in any font or styling, and it would still be covered by the trademark.
Gmail.
Yahoo has historically been more lenient, relying on a VMC offers the broadest possible compatibility and strengthens your overall email program.
