When delving into Brand Indicators for Message Identification (BIMI), a common question arises: do you need a trademark in every country where you want your logo to appear? It's a valid concern, given the complexities of international intellectual property law. The short answer is no, you do not need a trademark in every single country for BIMI. However, the nuances depend on whether you are pursuing a Verified Mark Certificate (VMC) or a Common Mark Certificate (CMC).
BIMI allows your brand's logo to be displayed next to your authenticated emails in supported inboxes, enhancing brand recognition and trust. To achieve this, your domain must be DMARC compliant, typically with a policy of quarantine or reject. This foundational security measure helps prevent email impersonation and ensures that only legitimate emails from your domain are delivered. Understanding the core BIMI requirements is essential before considering trademark specifics.
The need for a trademark is primarily tied to the issuance of a Verified Mark Certificate (VMC), which is the most common path for displaying your logo with BIMI. A VMC verifies that your logo is indeed a legitimate registered trademark, adding a layer of authenticity and preventing unauthorized use of your brand's visual identity in email. This verification process is crucial for mailbox providers (MBPs) like Gmail and Yahoo to trust and display your logo. For a deeper dive into which providers support BIMI, you can explore further.
Verified mark certificates (VMCs) and trademark jurisdiction
When applying for a Verified Mark Certificate (VMC), you'll need a logo that is a registered trademark with a recognized intellectual property office. This is a core requirement for VMCs. However, this registration does not need to be in every country where your emails might be received. A single trademark registration in any of the approved jurisdictions is generally sufficient.
The BIMI Group specifies a list of accepted trademark offices. These typically include national and regional intellectual property offices in countries such as Australia, Canada, Germany, Japan, Spain, the United Kingdom, the United States Patent and Trademark Office (USPTO), and the European Union Intellectual Property Office (EUIPO). If your logo is trademarked in one of these recognized jurisdictions, it qualifies for a VMC. You can find more information about BIMI VMC trademark requirements in our knowledge base.
While a single trademark in an approved jurisdiction is technically sufficient for obtaining a VMC, it's worth noting that some mailbox providers might consider the geographical relevance of the trademark. For instance, if your primary audience is in Germany, having a German trademark registration could potentially offer an additional layer of assurance, though it's not strictly required by the VMC standard. This is less about technical necessity and more about potential future considerations by MBPs.
The process of obtaining a VMC typically involves validating your organization's identity and trademark rights with a Certificate Authority (CA). This ensures the authenticity of your brand logo. The trademark owner must be the same as the VMC applicant for validation purposes. DigiCert provides details on how to trademark your logo for VMC.
Common mark certificates (CMCs): an alternative approach
For brands that do not have a registered trademark or are looking for a more accessible entry point into BIMI, Common Mark Certificates (CMCs) offer an alternative. CMCs do not require a registered trademark. Instead, they leverage other forms of verification to authenticate brand logos. This can be particularly beneficial for smaller businesses or those operating in regions where trademark registration is costly or complex.
CMCs represent a newer development in the BIMI ecosystem, aiming to broaden its adoption beyond large enterprises with extensive trademark portfolios. While they don't offer the same level of legal protection as a trademarked logo with a VMC, they still allow your brand's logo to be displayed in supported inboxes, contributing to a more consistent brand presence.
It is important to note that the acceptance and display of logos via CMCs may vary among mailbox providers. While some providers might support CMCs, others might still prioritize VMCs for the highest level of trust and authentication. When planning your BIMI implementation, it's wise to consider whether a VMC certificate is always required for your target audience's email providers.
Here's a comparison of VMCs and CMCs:
Verified mark certificates (VMCs)
Trademark requirement: Requires a logo registered as a trademark in one of the approved intellectual property offices.
Validation: Validated by a Certificate Authority (CA) against official trademark records.
Trust level: Highest level of trust and display consistency across major mailbox providers.
Cost: Generally higher due to trademark registration and VMC issuance fees.
Common mark certificates (CMCs)
Trademark requirement: Does not require a registered trademark.
Validation: Relies on other forms of brand verification, such as domain ownership.
Trust level: Lower than VMCs, and display support may be more limited or vary by provider.
Cost: Generally lower, making it more accessible for smaller entities.
Impact on email deliverability and branding
Regardless of whether you pursue a VMC or a CMC, implementing BIMI can significantly boost your brand's visibility and user trust. When your logo appears consistently in inboxes, it reinforces your brand identity and helps recipients quickly identify legitimate emails from your organization. This visual cue can be particularly powerful in combating phishing attempts and improving email engagement metrics.
The primary goal of BIMI is to increase trust in the email ecosystem by verifying sender identity through established authentication protocols like DMARC, SPF, and DKIM. By displaying a verified logo, BIMI adds a visual layer of authentication that is easily recognizable by recipients. This not only enhances brand recognition but also helps reduce the likelihood of your emails being marked as spam, ultimately improving your email deliverability.
The investment in BIMI, whether through a VMC or CMC, demonstrates a commitment to email security and brand integrity. This can positively influence how mailbox providers perceive your sending domain, contributing to a better sender reputation. A strong sender reputation is key to ensuring your emails reach the inbox rather than the spam folder.
Views from the trenches
Best practices
Ensure your DMARC policy is set to quarantine or reject for the domain where you intend to implement BIMI, as this is a fundamental prerequisite.
Obtain a single trademark registration for your logo in any of the recognized international intellectual property offices to qualify for a VMC.
Verify that the trademark owner matches the VMC applicant to streamline the certificate issuance process.
Optimize your SVG logo file according to BIMI specifications, ensuring it is square, centered, and accessible via HTTPS.
Regularly monitor your email authentication records (DMARC, SPF, DKIM) to maintain proper alignment and prevent deliverability issues.
Common pitfalls
Believing you need separate trademark registrations in every country, which is often unnecessary for VMCs and can incur excessive costs and effort.
Failing to meet DMARC enforcement requirements (p=quarantine or p=reject), preventing BIMI logo display.
Using an SVG logo that does not meet the strict BIMI profile requirements, leading to display issues or VMC application rejections.
Neglecting to align the trademark owner's details with the VMC application information, causing delays in verification.
Ignoring the alternative of Common Mark Certificates (CMCs) if a registered trademark is not feasible or desired for your brand.
Expert tips
For brands operating globally, consider a regional trademark (e.g., EUIPO) that covers multiple countries to optimize the process.
If VMC is not immediately feasible, explore the Common Mark Certificate (CMC) path as a stepping stone to leverage BIMI benefits.
Prioritize DMARC enforcement and consistent email authentication before investing heavily in BIMI to ensure foundational security.
Consult with an intellectual property lawyer to understand the best trademark strategy for your specific business needs and global reach.
Keep an eye on updates from mailbox providers and the BIMI Group, as requirements and support for VMCs and CMCs may evolve over time.
Expert view
Expert from Email Geeks says that it is not true that you need a trademark in every country. You only need it in one recognized jurisdiction, as long as the trademark owner is the same as the VMC applicant.
2023-07-06 - Email Geeks
Marketer view
Marketer from Email Geeks says that while only one trademark is required, a mailbox provider could choose not to display the logo if the user is in a different region than where the logo is trademarked.
2023-07-06 - Email Geeks
Navigating trademark requirements for BIMI
The assertion that you need a trademark in every country for BIMI is a common misconception. For most brands pursuing BIMI, a single registered trademark in one of the approved jurisdictions is sufficient to obtain a Verified Mark Certificate (VMC). This VMC then enables your logo to appear across supporting email clients globally.
However, it's vital to recognize the distinction between VMCs and Common Mark Certificates (CMCs). CMCs offer a pathway for BIMI adoption without requiring a trademark, broadening access to this visual authentication benefit. While VMCs provide the highest level of assurance, CMCs serve as a viable option for many organizations.
Ultimately, the decision to pursue a VMC with a trademark, or a CMC without one, depends on your brand's specific needs, budget, and target audience. The core benefit of BIMI – enhanced brand visibility and trust – remains consistent, reinforcing your email authentication efforts.
Gmail and 
Yahoo to trust and display your logo. For a deeper dive into which providers support BIMI, you can explore further.
