Can I use a trademark registered in any country for BIMI VMC?

Yes, generally, a trademark registered in any qualifying jurisdiction can be used for BIMI VMC. This allows organizations to choose jurisdictions with faster processing times, such as the UK or Germany, to expedite their VMC acquisition. However, the logo must exactly match the trademarked image.

What is the difference between a VMC and a CMC for BIMI?

A Verified Mark Certificate (VMC) requires a formally registered trademark and enables the verified checkmark in supported email clients. A Common Mark Certificate (CMC) does not require a trademark, relying on proof of common usage, but it typically does not provide the verified checkmark and has more limited client support.

Does my DMARC policy need to be at enforcement for BIMI VMC?

Yes, for BIMI to function with a VMC, your DMARC policy must be set to either quarantine or reject . A p=none policy will not activate the BIMI logo display.

How important is the SVG logo file for VMC?

The SVG Tiny 1.2 file is critically important. It must be an exact visual match to your registered trademark , and adhere to the strict technical specifications for SVG Tiny 1.2. Any deviations can lead to the VMC being denied or the logo not displaying correctly.

Can I use a word mark instead of a logo for BIMI VMC?

BIMI is designed for visual logos. While a word mark can be trademarked, for VMC purposes, it requires a graphic representation of the mark. You can learn more about the requirements for using a word mark with BIMI if it includes a stylized font or specific visual elements.

What are the trademark requirements for BIMI VMC, and can alternative jurisdictions or certifications be used? - Compliance - Email deliverability - Knowledge base

Brand Indicators for Message Identification (BIMI) allows organizations to display their brand logo next to their email sender information in supported inboxes. It's a powerful tool for brand recognition and trust, but achieving its full potential, particularly with a Verified Mark Certificate (VMC), hinges on meeting specific trademark requirements.

Many email senders face challenges with the length of time it takes to secure a trademark, especially from offices like the United States Patent and Trademark Office (USPTO), which can have review times extending to ten months or more. This delay directly impacts the timeline for acquiring a VMC, as a registered trademark is a prerequisite.

The core question then becomes: Can alternative jurisdictions or certifications be used to bypass these delays, and what are the precise trademark requirements for BIMI VMC adoption?

The core trademark requirement for VMC

A Verified Mark Certificate (VMC) is a digital certificate that validates your ownership of a trademarked logo, allowing it to be displayed in the inbox alongside your authenticated emails. The primary goal of a VMC is to enhance email security and combat phishing by providing visual assurance to recipients that an email truly originates from the claimed brand. To obtain a VMC, your logo must be officially registered as a trademark.

The key requirement for a VMC is that the logo you intend to display must be a registered trademark. This means the logo needs to be officially recorded with a recognized intellectual property office. The specific format of the logo matters too, it generally needs to be in a Scalable Vector Graphics (SVG) Tiny 1.2 format, which allows for precise rendering across different email clients.

Certification Authorities (CAs) are the entities responsible for issuing VMCs. These CAs, such as Entrust, follow a strict set of guidelines, known as the Minimum Security Requirements for Mark Certificates. These guidelines explicitly state that the mark (logo) must be registered with a qualifying trademark office. The critical point is that the trademarked logo must exactly match the logo file submitted for the VMC. Even minor discrepancies can lead to rejection.

Navigating international trademark jurisdictions

One of the most common questions revolves around the jurisdiction where a trademark needs to be registered. Thankfully, for BIMI VMC purposes, the requirement is generally to have a trademark registration from any qualifying jurisdiction. This means you are not necessarily limited to your primary business location's trademark office, like the USPTO, if other jurisdictions offer faster or more cost-effective registration processes.

Some countries or regions offer expedited trademark registration processes. For example, the United Kingdom intellectual property office is often cited as having a relatively fast and straightforward trademark application process. Similarly, Germany offers a fast-track option for trademark registration, which has been leveraged by some organizations specifically to accelerate their VMC acquisition. This flexibility can be a significant advantage for companies eager to implement BIMI without lengthy delays.

While choosing a faster jurisdiction can expedite VMC issuance, it is important to consider the broader implications of trademark protection. A trademark registered in one country typically only grants protection within that country. For a global brand, it may still be advisable to pursue trademark registrations in key markets, even if initial VMC acquisition is based on a faster, alternative jurisdiction. For more information on BIMI implementation, you can refer to our guide on BIMI setup and requirements.

Jurisdiction	Typical processing time	Cost considerations	Notes for BIMI
United States (USPTO)	6-12 months (or more)	Moderate to high	Can be slow, but offers broad protection within the US. Trademark must match logo.
United Kingdom (UK IPO)	Typically 3-4 months	Relatively lower	Often chosen for faster VMC acquisition due to quicker process.
Germany (DPMA)	Can be fast-tracked to weeks	Varies with fast-track fees	Good option for very urgent VMC needs with express service.
European Union (EUIPO)	Around 4 months	Moderate	Provides protection across all EU member states, comprehensive for European reach.

Exploring alternatives to VMC: common mark certificates

For brands that are not ready to commit to trademark registration or are facing significant delays, there is an alternative to the VMC for BIMI implementation: the Common Mark Certificate (CMC). This type of certificate allows you to display a logo without the prerequisite of a registered trademark.

A CMC verifies that your organization has the rights to use a specific logo through other means, such as public recognition or extensive use, rather than a formal trademark. While it simplifies the initial setup for BIMI by removing the trademark hurdle, it comes with limitations. The most notable limitation is that a CMC typically does not enable the coveted verified blue checkmark in Gmail or other inboxes. If you're looking for the verified checkmark, a VMC is generally required. You can learn more about whether VMC is mandatory for BIMI to work with Google and Gmail.

Verified Mark Certificate (VMC)

A VMC requires a logo to be a registered trademark with a recognized intellectual property office. This provides the highest level of brand verification and typically unlocks the verified checkmark in supporting email clients like

Gmail and

Yahoo.

Trademark requirement: Mandatory trademark registration.
Verification level: High, involves rigorous legal and identity checks.
Display benefit: Verified checkmark in supporting clients.

Common Mark Certificate (CMC)

A CMC validates the ownership of a logo through proof of common usage rather than a formal trademark. While it simplifies the initial BIMI setup, it generally does not enable the verified checkmark and has more limited support among email clients.

Trademark requirement: No formal trademark needed.
Verification level: Lower, relies on proof of public brand use.
Display benefit: Logo display in supported clients, but typically no verified checkmark.

The choice between a VMC and a CMC depends on your brand's specific needs and readiness. If the primary goal is to achieve the highest level of visual trust and the blue verified badge in major inboxes, investing in a trademark and VMC is the recommended path. If you are starting out or prefer a simpler, faster implementation for logo display without the verified badge, a CMC might be a suitable stepping stone.

It's worth noting that BIMI requires robust email authentication protocols like DMARC, SPF, and DKIM to be fully implemented and enforced. Your DMARC policy must be set to either quarantine or reject. Without these foundational elements, neither a VMC nor a CMC will function correctly, and your logo will not display.

Key considerations for BIMI success

Beyond the trademark itself, several critical factors contribute to a successful BIMI implementation with a VMC. As mentioned, the logo used for your VMC must be an exact match to your registered trademark. Any deviation in color, shape, or design can lead to certificate rejection. Ensure your SVG Tiny 1.2 file is meticulously crafted to reflect the trademarked version precisely.

Trademark matching for VMC

Exact visual match: The SVG logo must be identical to the trademarked image. No variations are permitted.
SVG Tiny 1.2 format: Adhere strictly to this specific SVG version. Errors in the SVG can prevent logo display.
DMARC enforcement: Your DMARC policy must be set to quarantine or reject. A p=none DMARC policy will not enable BIMI.

Another point to consider is the scope of trademark protection. While a single international trademark registration might suffice for VMC issuance, it's prudent to ensure your trademark strategy aligns with your overall business and branding objectives. For example, if you operate predominantly in the United States, obtaining a USPTO trademark will provide robust legal protection within that market, irrespective of where you obtained the initial trademark for BIMI.

Maintaining a clean sending reputation is also paramount for BIMI to work effectively. Even with a perfect VMC and DMARC setup, if your domain is frequently flagged for spam or finds itself on an email blacklist (or blocklist), your BIMI logo may still not display, or your emails might not reach the inbox. Continuous monitoring of your deliverability metrics, including spam rates and domain reputation, is crucial.

Views from the trenches

Best practices

Always ensure your SVG logo file is an exact visual match to your registered trademark to prevent VMC application delays.

Consider jurisdictions with faster trademark processes, like the UK or Germany, to expedite your VMC acquisition.

Maintain strong DMARC enforcement (p=quarantine or p=reject) as it is a fundamental requirement for BIMI to function.

Common pitfalls

Delaying VMC application due to lengthy trademark processes in specific countries, missing opportunities for early BIMI adoption.

Submitting an SVG logo that does not precisely match the trademarked image, leading to VMC rejection.

Expecting a verified checkmark with a Common Mark Certificate, which typically does not provide this visual indicator.

Expert tips

Consult with a trademark lawyer to understand the best jurisdiction for your specific brand's global protection needs.

Regularly monitor your email deliverability and domain reputation to ensure BIMI logos are consistently displayed.

Plan your BIMI implementation strategy to align trademark acquisition with other technical requirements, such as DMARC, SPF, and DKIM.

Marketer view

Marketer from Email Geeks says that while the USPTO process can be slow, filing a trademark in a jurisdiction with a faster process, such as the UK or Germany, is a viable strategy for quicker VMC acquisition.

2024-03-15 - Email Geeks

Expert view

Expert from Email Geeks says that the trademarked logo must precisely match the SVG file submitted for the VMC, otherwise, the certificate issuance may be delayed or rejected.

2024-03-16 - Email Geeks

Streamlining your BIMI journey

Understanding the trademark requirements for BIMI VMC is essential for brands looking to leverage this powerful email authentication standard. While a registered trademark is a non-negotiable prerequisite for a VMC, the flexibility to register your mark in various jurisdictions offers a strategic advantage, especially when faced with prolonged processing times in certain countries.

Whether you opt for a faster international trademark process or utilize a Common Mark Certificate as an interim solution, ensure that your broader email security infrastructure, including DMARC enforcement and sending reputation, is robust. By meticulously meeting these requirements, you can effectively enhance your brand's visibility and trust in the inbox, ultimately improving your email deliverability.