Do I need a separate VMC for each country where my brand is trademarked?

No, a single Verified Mark Certificate (VMC) is generally sufficient. While your trademark might be registered in multiple countries, the VMC itself will be tied to a single trademark jurisdiction used for verification. This VMC is then globally recognized by supporting email clients to display your logo.

Which trademark jurisdiction should I choose if my brand operates globally?

It is recommended to choose the jurisdiction where your company's headquarters are located or its primary market. This often simplifies the verification process with the Certificate Authority and aligns with your brand's core operations.

If I have a VMC, will my BIMI logo automatically show in all Gmail inboxes?

No. The ability of your BIMI logo to display in Gmail is dependent on having a valid VMC, but also on strong email authentication, specifically a DMARC policy set to 'quarantine' or 'reject'. If your DMARC is not correctly configured, your logo will not appear, even with a valid VMC.

Does my logo need to be trademarked to get a VMC for BIMI?

Yes, your trademark must be a registered, official word mark or design mark with an approved intellectual property office. The logo used for BIMI must exactly match the trademarked logo for the VMC to be issued successfully. Some mailbox providers may also allow word marks with BIMI .

When registering for BIMI with Gmail, why can I only select one territory for my trademark details? - Compliance - Email deliverability - Knowledge base

One common question that arises when setting up Brand Indicators for Message Identification (BIMI) with Gmail is why you can only select a single territory for your trademark details. This can be confusing, especially for brands with a global presence and trademarks registered in multiple jurisdictions.

The Brand Indicators for Message Identification (BIMI) standard aims to boost email authenticity and brand visibility. It allows your brand's logo to appear next to your email messages in supporting inboxes, such as

Gmail and

Apple Mail. However, to fully implement BIMI and achieve this logo display, especially for email clients like Gmail, you typically need a Verified Mark Certificate (VMC).

This guide explains why BIMI requires a single territory for trademark validation and what that means for your brand's global email strategy. We will delve into the technical reasons behind this limitation and provide practical advice on how to navigate it.

Why only one trademark territory is selected

The core reason you can only select one territory for your trademark details when registering for BIMI with Gmail is tied to the structure of Verified Mark Certificates (VMCs). A VMC is a digital certificate that verifies the authenticity of your logo and its ownership through a registered trademark. These certificates are issued by Certificate Authorities (CAs), such as Entrust or DigiCert.

Trademarks themselves are generally territorial. A trademark registration grants exclusive rights to use a mark within a specific country or economic region, not universally. For example, a trademark registered with the United States Patent and Trademark Office (USPTO) is only enforceable within the U.S. Similarly, a trademark registered with the European Union Intellectual Property Office (EUIPO) is valid across all EU member states.

When a Certificate Authority (CA) issues a VMC, they verify your ownership of the logo against a single, identifiable trademark record from an approved intellectual property office. This process streamlines the validation and ensures accuracy. While your brand might hold trademarks in various countries, the VMC points to one specific, verified registration. This simplified approach is crucial for the global scalability of BIMI without overcomplicating the verification process.

Understanding VMC verification

The primary role of the VMC is to confirm that the logo you wish to display is indeed a valid, registered trademark and that your organization has the right to use it. This verification is a critical component of BIMI, especially for email clients like Gmail that require this enhanced level of authentication for logo display. You can learn more about the specific trademark requirements for BIMI VMC to ensure compliance.

Global recognition of a single VMC

Although VMCs are tied to a single trademark registration, the Verified Mark Certificate itself is globally recognized. This means that once your VMC is issued, it will enable your BIMI logo to display in supporting inboxes worldwide, regardless of where your specific trademark jurisdiction is located. For instance, a VMC based on a U.S. trademark will still allow your logo to appear in a Gmail inbox in Europe, provided all other BIMI and email authentication requirements are met. This addresses the common concern about needing a trademark in every country for BIMI.

When choosing which trademark jurisdiction to use for your VMC application, it's generally recommended to select the one associated with your brand's headquarters or its primary market. This usually simplifies the verification process, as the CA can easily cross-reference your business registration with the trademark office's records.

It is important to remember that for your BIMI logo to display in Gmail, your email domain must also pass DMARC authentication with a policy of at least quarantine or reject. This means that not only must your logo be verified, but your emails must also be properly authenticated with SPF and DKIM. You can find out more about Gmail's BIMI requirements in their official documentation.

Practical implications for your VMC application

The process of obtaining a VMC involves several steps, including proving your organization's identity and validating your trademark. The selected trademark jurisdiction is simply the point of reference for this validation. The technical infrastructure of BIMI and VMCs is designed to be efficient and globally compatible, meaning a single, verifiable source of truth for the trademark is sufficient.

Single jurisdiction process

Streamlined validation: CAs only need to verify one trademark registration, simplifying the application process.
Consistency: Ensures that the logo being displayed is consistently linked to a single, officially recognized trademark.
Global reach: A single VMC works globally for all supporting email clients.

The key is to ensure that the chosen trademark is active, correctly registered, and exactly matches the logo you intend to display with BIMI. Any discrepancies can lead to delays or rejection of your VMC application. If you encounter issues, reviewing the implementation process for a blue check mark might offer further clarity.

Ultimately, the single territory requirement simplifies the complex global landscape of trademark registrations, making BIMI implementation feasible and efficient for brands worldwide. It's a pragmatic approach that balances the need for robust verification with the practicalities of a global email ecosystem.

Choosing the right jurisdiction for your BIMI VMC

Choosing the right trademark jurisdiction for your BIMI VMC application is a critical decision. While any valid, approved trademark registration can be used, strategic selection can streamline the process and align with your brand's operational priorities. It is important to refer to official BIMI guidelines for the most up-to-date requirements and recommendations.

Here are some factors to consider when making your choice:

Primary market: If your brand's largest customer base or most significant email volume is concentrated in a particular region, selecting a trademark from that jurisdiction might be logical.
Headquarters location: Often, brands choose the jurisdiction where their headquarters or main legal entity is registered, as this simplifies the legal and administrative verification processes with the Certificate Authority.
Ease of verification: Some trademark offices might have more accessible public databases or faster verification processes, which could influence your choice.

It is essential to consult with your legal team or intellectual property expert to ensure that your chosen trademark is suitable for BIMI purposes and that all legal requirements are met.

Views from the trenches

Best practices

Ensure your chosen trademark is active, registered, and precisely matches the logo for BIMI display.

Prioritize the trademark jurisdiction of your HQ or primary market to streamline the VMC application.

Maintain consistent email authentication, including DMARC with a policy of at least quarantine or reject.

Regularly review BIMI and VMC requirements from Certificate Authorities and mailbox providers.

Verify your SVG Tiny PS profile for the logo and ensure proper encoding for optimal display.

Consult with legal counsel on trademark suitability for BIMI purposes.

Common pitfalls

Using a trademark that does not exactly match the logo submitted for BIMI, leading to VMC rejection.

Neglecting DMARC authentication or having a 'p=none' policy, which prevents BIMI logo display in Gmail.

Assuming trademarks in multiple jurisdictions allow for selecting multiple territories in VMC applications.

Not maintaining an active trademark registration, causing VMC invalidation.

Incorrectly formatting the SVG logo, leading to display issues.

Failing to renew VMC certificates, resulting in logo disappearance from inboxes.

Expert tips

Consider that the chosen jurisdiction for VMC validation primarily serves administrative purposes; the VMC itself is globally recognized.

If your logo is trademarked internationally, pick the jurisdiction where verification is simplest and most efficient.

Keep open communication with your Certificate Authority if you have unique trademark scenarios or questions.

Verify your BIMI record's DNS entry to prevent common configuration errors.

Leverage the enhanced trust and visibility provided by a verified logo to improve email engagement and reduce phishing attacks.

For complex multi-brand setups, explore solutions for managing BIMI across different subdomains.

Expert view

Expert from Email Geeks says the BIMI specification only allows the VMC to be created for a single trademark jurisdiction, which can be challenging for brands with global presence.

2022-04-05 - Email Geeks

Expert view

Expert from Email Geeks says most trademarks are per-country, which directly relates to why only one territory can be selected for VMC applications.

2022-04-05 - Email Geeks

Navigating BIMI for global brands

The requirement to select only one territory for your trademark details when setting up BIMI with

Gmail (via a VMC) is a function of how trademark registrations and digital certificates are structured. While trademarks are territorial, the VMC acts as a globally recognized verification of your logo's authenticity, based on a single, verified registration. This approach simplifies the process for Certificate Authorities and ensures consistency across various email clients.

For brands operating internationally, selecting the trademark jurisdiction corresponding to their headquarters or primary market is often the most practical choice. As long as your chosen trademark is valid and aligns perfectly with your logo, your BIMI implementation should be successful globally. Remember to ensure that your DMARC policy is robust, as it is a foundational requirement for BIMI logo display.

Implementing BIMI can significantly enhance your email program's security and brand recognition. By understanding these specific requirements, you can navigate the setup process efficiently and unlock the full benefits of this email authentication standard.