Summary
The common misconception that you need a trademark in every country for BIMI to work is not accurate. For Brand Indicators for Message Identification (BIMI), generally only one registered trademark is required. This trademark must be registered with a recognized trademark authority.
Key findings
- Single registration: A single trademark registration in a recognized jurisdiction is typically sufficient to qualify for BIMI and a Verified Mark Certificate (VMC).
- VMC requirement: A VMC, essential for displaying your logo with BIMI, requires a legally registered trademark.
- Applicant alignment: The entity or organization that owns the trademark must be the same as the applicant for the VMC to ensure proper validation.
- Regional display: While one trademark is enough for technical validation, some Mailbox Providers (MBPs) might implement regional display logic that could influence whether the logo appears to users in certain geographies.
Key considerations
- Jurisdiction choice: Select a trademark jurisdiction that is widely recognized and aligns with your primary audience or brand headquarters.
- VMC process: Familiarize yourself with the BIMI requirements and implementation steps for obtaining a VMC, as this is where the trademark is validated.
- Trademark validity: Ensure your logo is officially registered with a trademark authority recognized by Certificate Authorities (CAs). The BIMI Group website provides details on accepted authorities.
- Provider specifics: While general requirements exist, individual email providers might have specific nuances in how they handle BIMI display, so monitor your logo's appearance.
What email marketers say
Email marketers often grapple with the complexities of BIMI implementation, particularly when it comes to trademark requirements. Many initially assume a broad, multi-country trademark strategy is necessary, leading to confusion and potential overspending. However, experienced marketers and those who have navigated the process often confirm that a single, properly registered trademark is sufficient for BIMI's technical validation.
Key opinions
- Misconception clarity: The idea of needing a trademark in every country is a common misunderstanding that needs to be clarified for efficient BIMI adoption.
- Simplification needed: Marketers seek straightforward guidance on BIMI requirements to avoid unnecessary hurdles.
- Practical application: The practical experience of implementing BIMI shows that one valid trademark is accepted.
- Regional variations: Despite a single trademark, some marketers report that the actual display of the logo can still vary by region or mailbox provider due to internal policies.
Key considerations
- Cost efficiency: Understanding the actual trademark requirement helps businesses avoid redundant and costly trademark registrations.
- BIMI readiness: Focus on the core BIMI requirements and supported providers to streamline implementation.
- Trademark strategy: Prioritize trademark registration in key markets where your brand has significant presence or where the VMC issuing authority operates. For example, some sources suggest that for broader recognition, trademark registration with the United States Patent and Trademark Office (USPTO) is a common choice.
- Logo consistency: Ensure the logo used for BIMI is identical to the one registered as a trademark.
Marketer view
Email marketer from Email Geeks notes that the assertion of needing a trademark in every country is simply not accurate for BIMI. The protocol is designed to be more efficient than requiring such extensive global registration.
Marketer view
Marketer from Email Geeks confirms that for BIMI, you generally only need your logo trademarked in one country. The key is ensuring that the trademark owner matches the Verified Mark Certificate applicant.
What the experts say
Industry experts concur that the requirement for BIMI trademark registration is often simpler than commonly perceived. They clarify that the core principle is to verify brand authenticity through a single, recognized trademark, rather than demanding extensive global registration. The focus remains on robust email authentication, with the trademark serving as a critical trust signal for Mailbox Providers.
Key opinions
- Streamlined process: Experts stress that BIMI aims to simplify brand recognition, not complicate trademarking processes with unnecessary multi-country registrations.
- Core validation: The primary function of the trademark within BIMI is to facilitate the validation required for a Verified Mark Certificate (VMC).
- No global mandate: There is no requirement from BIMI itself for a brand to trademark its logo in every country where it sends email.
- Authentication foundation: BIMI builds on strong email authentication protocols like DMARC, SPF, and DKIM to ensure the verified logo's integrity.
Key considerations
- Official recognition: Ensure your trademark is registered with a government trademark office recognized by Certificate Authorities. This is a critical factor for BIMI VMC eligibility.
- DMARC policy: A domain must have a DMARC policy set to enforcement (p=quarantine or p=reject) to be eligible for BIMI. Without proper DMARC setup, the logo will not display, regardless of trademark status. For more details, refer to how to set up BIMI.
- VMC is key: The Verified Mark Certificate (VMC) is the mechanism that links your trademarked logo to your email domain. Understanding if VMC is mandatory for BIMI is crucial.
- Ongoing monitoring: Even after successful implementation, ongoing monitoring of email delivery and logo display across various clients is recommended to catch any issues.
Expert view
Expert from SpamResource clarifies that the intent behind BIMI's trademark requirement is for brand authentication, not a global trademark registration drive. One valid trademark, properly registered with an authorized body, is typically enough for VMC issuance and subsequent BIMI display.
Expert view
Expert from Word to the Wise notes that the crucial part of BIMI is the Verified Mark Certificate (VMC), which acts as the bridge between your DMARC-protected domain and your trademarked logo. This certificate validates your ownership of the mark, and it only needs one official trademark registration.
What the documentation says
Official documentation from the BIMI Group and Certificate Authorities consistently indicates that a single, active trademark registration with a recognized intellectual property office is sufficient for BIMI. The primary purpose of this requirement is to ensure the authenticity and verifiable ownership of the logo displayed in the email client, rather than to impose multi-jurisdictional trademarking obligations.
Key findings
- Trademark requirement: To obtain a Verified Mark Certificate (VMC) for BIMI, your logo must be officially registered as a trademark with a recognized authority.
- Single jurisdiction: The standards specify that the logo needs to be trademarked in one of the regions or countries recognized by the Mark Verifying Authorities (MVAs).
- VMC verification: The VMC application process includes validation of your trademark by a Certificate Authority, confirming its legitimacy.
- No CMCs needed: For regular BIMI display, a VMC is required which necessitates a trademark. However, for Client Mark Certificates (CMCs), a trademark is not mandatory.
Key considerations
- Approved trademark offices: Ensure your trademark is registered with a trademark authority that is officially recognized by BIMI's Mark Verifying Authorities (MVAs). Sendmarc lists recognized regions.
- Logo match: The logo submitted for your VMC and used in your BIMI record must be the exact logo that is trademarked.
- VMC application process: The VMC application process involves identity and trademark right verification. GlobalSign's support documentation provides an overview of the Verified Mark Certificate application steps.
- BIMI record creation: Once the trademark and VMC are secured, a BIMI TXT record must be added to your DNS settings, pointing to your logo and VMC files. This is detailed in guides to validating your BIMI SVG and certificate.
Technical article
BIMI Group documentation outlines that the first wave of Verified Mark Certificates (VMCs) requires the logo to be an image registered with a trademark authority recognized by the Mailbox Verifying Authorities (MVAs). This indicates that a single, recognized trademark is the standard.
Technical article
Sendmarc's BIMI trademark registration article confirms that a registered trademark is indeed required to qualify for BIMI. However, it explicitly states that your organization's logo must be trademarked in just one of the listed approved regions to meet the standard.
Related resources
14 resources
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