Is a VMC always required for BIMI to work?

No, a VMC is not always required for BIMI to work, but it is required by major mailbox providers like Gmail and Apple Mail for logo display. For wider and more consistent brand visibility, a VMC is highly recommended.

What are the core requirements for BIMI, with or without a VMC?

The core requirements for any BIMI implementation include having correctly configured SPF and DKIM records, a DMARC policy at enforcement (p=quarantine or p=reject), and a publicly accessible SVG Tiny 1.2 logo file linked in your BIMI DNS record.

Why should I still consider getting a VMC if some providers don't require it?

A VMC ensures consistent logo display across more mailbox providers, including the largest ones. It significantly enhances brand trust and acts as a strong anti-impersonation measure, protecting your brand's reputation and your customers from phishing attacks. It also future-proofs your BIMI setup against potential future policy changes.

Can BIMI display a logo without a VMC? - BIMI - Email authentication - Knowledge base

Q: Which email providers display BIMI logos without a VMC?

Some providers, such as Yahoo Mail , may display your BIMI logo if you have a valid BIMI record and a DMARC policy at enforcement (p=quarantine or p=reject), even without a VMC. However, this is not a universal guarantee, and policies can change.

The question of whether BIMI can display a logo without a Verified Mark Certificate (VMC) is a common one. While the ideal scenario for full brand visibility and trust involves a VMC, the answer isn't a simple yes or no. The reality is that it depends largely on the specific mailbox provider receiving the email.

BIMI, or Brand Indicators for Message Identification, is designed to show your brand's logo in the inbox next to your emails. It works by linking your DMARC-authenticated email to an SVG logo file specified in your DNS records. However, some major mailbox providers, such as

Google, have introduced an additional layer of verification, the VMC, to enhance trust and prevent logo impersonation. Without this certificate, your logo might not appear in all inboxes, especially those that prioritize heightened security.

I often hear senders ask if a VMC is mandatory for BIMI to display a logo, and the nuance is crucial for effective email marketing and security strategies. While a VMC streamlines logo display across many platforms, certain providers still offer alternatives or different criteria.

Verified Mark Certificate and BIMI

The role of VMC in BIMI authentication

A Verified Mark Certificate (VMC) serves as a digital credential that verifies the authenticity of your brand logo. It's issued by a trusted Certificate Authority and cryptographically binds your trademarked logo to your domain. This process assures mailbox providers that the logo displayed in the inbox truly belongs to the sender, significantly reducing the risk of phishing and brand impersonation. For providers like

Gmail, a VMC is a non-negotiable requirement for displaying your BIMI logo.

The primary goal of BIMI, especially when coupled with a VMC, is to build trust. When recipients see a verified logo in their inbox, they are more likely to recognize and engage with the email, confident that it's from a legitimate source. This trust is vital in an era plagued by sophisticated email-based threats. Understanding how to set up BIMI correctly, including the VMC if aiming for broad display, is essential.

Beyond authentication, a VMC also streamlines the logo display process. Without it, even if a provider technically supports BIMI without a VMC, the path to consistent logo display can be less predictable. It can depend on factors like sender reputation, engagement metrics, and internal algorithms of the receiving server. This highlights why a VMC is a worthwhile investment for brands serious about their email presence.

Provider-specific BIMI display policies

Mailbox providers that display BIMI without a VMC

While Google (Gmail) requires a VMC, not all mailbox providers have the same stringent requirement. Notably,

Yahoo Mail has historically been more flexible. They may display your BIMI logo based solely on a valid BIMI record and a DMARC policy at enforcement (p=quarantine or p=reject), even without a VMC. This makes Yahoo a good testing ground for brands exploring BIMI.

It's important to differentiate between general BIMI readiness and VMC-specific requirements. All BIMI implementations still require a robust email authentication setup, including SPF and DKIM, and a DMARC policy at enforcement. Mailbox providers that display logos without a VMC typically rely more heavily on these foundational authentication protocols and the sender's established reputation. You can find more information from the BIMI Group.

A magnifying glass examining various email provider icons, some showing BIMI logos and others not, representing different display rules.

While some providers might show a BIMI logo without a VMC, their display policies can change. It's not a guarantee that they will continue to do so, or that the display will be consistent. This is why staying updated on individual provider policies and monitoring your BIMI performance is critical. For insights into how to display a logo in Yahoo Mail, even without a VMC, there are specific steps to follow.

Mailbox provider	BIMI record required	DMARC enforcement required	VMC required
Gmail	Yes	Yes (p=quarantine or p=reject)	Yes
Yahoo Mail	Yes	Yes (p=quarantine or p=reject)	No (but recommended)
Apple Mail	Yes	Yes (p=quarantine or p=reject)	Yes

The comprehensive benefits of VMC

Why a VMC is still recommended

Despite some flexibility, I strongly recommend obtaining a VMC for your BIMI implementation. The key reason is consistency and broad reach. With a VMC, your logo is more likely to be displayed across a wider range of mailbox providers, including those with the largest user bases. This unified brand presence is invaluable for marketing and trust. For Gmail, a VMC is mandatory to have your logo shown.

A VMC also adds a critical layer of anti-impersonation security. By digitally linking your trademarked logo, it becomes significantly harder for malicious actors to spoof your brand using BIMI. This protects your customers and preserves your brand's reputation. The investment in a VMC is an investment in both brand visibility and advanced email security, aligning with best practices for email deliverability.

Even if your primary audience uses a provider that doesn't strictly require a VMC today, this could change. The trend in email security is towards more rigorous authentication. Having a VMC future-proofs your BIMI deployment and ensures you're prepared for evolving standards. Maintaining a strong DMARC policy at enforcement is the bedrock for BIMI, and Suped's DMARC monitoring capabilities can help you achieve and maintain that crucial level of security.

Essential steps for BIMI deployment

Achieving BIMI readiness

Regardless of whether you pursue a VMC immediately, the foundational requirements for BIMI remain constant. You must have SPF and DKIM configured correctly, and crucially, your DMARC policy must be at enforcement (p=quarantine or p=reject). This robust authentication setup is what tells receiving servers that your emails are legitimate. Without DMARC enforcement, BIMI will not work, even with a VMC.

Essential steps for BIMI deployment

DMARC enforcement: Ensure your domain has a DMARC policy set to either quarantine or reject. This is the cornerstone of BIMI.
SVG logo: Your logo must be in SVG Tiny 1.2 format and publicly accessible via a secure HTTPS URL.
BIMI DNS record: Publish a TXT record in your DNS that points to your SVG logo file. If you have a VMC, it will also point to that certificate.

By focusing on these core elements, you lay the groundwork for successful BIMI implementation. Whether you then add a VMC depends on your desired level of trust, brand protection, and the specific mailbox providers you wish to target for logo display. Remember that DMARC monitoring is crucial to ensure your email authentication remains healthy, which directly impacts BIMI performance.

Summary

Key takeaways

In summary, while it is technically possible for your BIMI logo to display without a VMC on some platforms (like Yahoo Mail

), relying solely on this approach limits your reach and brand visibility. Major players like Gmail

and Apple Mail require a VMC to display your logo, making it a critical component for comprehensive brand presence in the inbox.

A VMC not only expands where your logo can be seen but also fortifies your email security posture, building greater trust with your recipients and protecting your brand from impersonation. The foundational requirement of a DMARC policy at enforcement remains universal for any BIMI deployment, with or without a VMC.

For brands committed to maximizing their email deliverability, enhancing brand recognition, and bolstering security, pursuing a VMC is a recommended strategic step. Coupled with robust DMARC monitoring, like that offered by Suped, you can achieve optimal email authentication and secure logo display.