Does a VMC SVG logo need to exactly match a trademarked logo?
Matthew Whittaker
Co-founder & CTO, Suped
Published 23 Jun 2025
Updated 17 Aug 2025
6 min read
When implementing Brand Indicators for Message Identification (BIMI), a Verified Mark Certificate (VMC) is often a crucial component. This certificate verifies that your organization has the legitimate right to use a specific logo. A common question that arises during this process is whether the SVG logo used for your VMC needs to be an exact, pixel-for-pixel match to your registered trademarked logo.
The short answer is that the logo mark itself must generally be an exact match to your trademark registration. However, there's a bit more nuance, particularly regarding elements like aspect ratio and background color, which often need adjustment for optimal display in email clients.
VMC and trademark basics
To obtain a VMC, your brand's logo must be a registered trademark with an intellectual property office that is recognized by the BIMI Group and Certificate Authorities (CAs). The core purpose of the VMC is to provide a verifiable link between your email domain and your officially registered logo, boosting brand trust and providing visual authentication to email recipients.
Certificate Authorities (CAs) are responsible for verifying your trademark. They rigorously check that the logo you submit for the VMC precisely corresponds to the design registered with the trademark office. This means the visual elements of the logo, such as its design, shape, and unique characteristics, must be identical to what is on record.
Any significant alteration to the core design of the trademarked logo will likely result in the VMC application being rejected. This strict requirement ensures that only verified brands can display their logos in the inbox, preventing unauthorized use and enhancing email security. More information on trademarking your logo for VMC is available from DigiCert.
It is important to remember that VMC is not always mandatory for BIMI implementation, though it is required by some major mailbox providers, such as Google.
SVG formatting and display
While the core logo must match, BIMI requires your logo to be in the SVG Portable/Secure (SVG P/S) format. This specific SVG profile has strict technical requirements, including a square aspect ratio and a limited set of SVG features. Most trademarked logos, especially older ones, are not initially designed with these specific display and security constraints in mind.
This is where the distinction between the logo design and its presentation for BIMI becomes important. You may need to adjust the canvas size to a 1:1 aspect ratio and add a background color to your SVG file to ensure it fits correctly within the square display area in email clients. The key is that these adjustments should not alter the trademarked logo itself, only its surrounding context within the SVG file. More information on recommended SVG dimensions for BIMI is available.
For example, if your trademarked logo is a rectangular wordmark, you would embed this wordmark within a square SVG canvas, potentially adding a solid background color to fill the extra space. This allows your rectangular logo to be displayed properly within the square avatar space that email clients like Google and Yahoo utilize for BIMI. Strictness of VMC logo requirements applies to the core mark, not the canvas.
Trademarked logo vs. BIMI SVG
Trademarked logo
Your legally registered logo as it appears in your trademark documentation. This is the official version that the Certificate Authority (CA) will verify against.
Design aspects: The core visual identity of your brand.
Format: Usually a raster image (PNG, JPG) or standard vector (SVG) without strict P/S constraints.
Color: May or may not be explicitly claimed as a feature of the mark in the trademark description.
BIMI-optimized SVG logo
The SVG Portable/Secure (P/S) version of your logo, prepared specifically for BIMI display, with technical adjustments.
Design aspects: The trademarked logo must be embedded without alteration.
Format: Must be SVG Tiny 1.2 Portable/Secure (P/S), with a square aspect ratio (e.g., 1:1).
Color: Background color can be added to the SVG canvas if not part of the trademark description. Logo color may be flexible if not explicitly trademarked.
Navigating CA validation
While VMCs require the SVG logo to match the trademark, there's a practical aspect that needs consideration. Certificate Authorities (CAs) primarily focus on the visual representation of the mark as it's registered. This means subtle changes to the SVG file that do not alter the appearance of the logo itself, such as adding a background or adjusting the aspect ratio of the SVG canvas, are often permissible.
The critical point is whether the trademark registration document explicitly specifies attributes like a particular background color or aspect ratio. If the trademark description does not claim color as a feature of the mark, then the color of the SVG, including any background, is typically not a strict requirement for an exact match. Similarly, if your logo is a rectangular design, fitting it within a square SVG P/S file by adjusting the canvas or adding padding is usually acceptable, as long as the logo itself remains unchanged.
Ultimately, the Certificate Authority (CA) has the final say in validating your logo against your trademark. It's advisable to prepare your SVG carefully, ensuring it adheres to the BIMI SVG requirements while keeping the core elements of your trademarked logo intact. For in-depth guidance on BIMI and validated mark certificates, consulting legal trademark counsel can be beneficial.
Tips for SVG preparation
Convert to SVG P/S: Ensure your SVG adheres to the strict SVG P/S format, which includes specific element and styling restrictions.
Square aspect ratio: Make sure the SVG canvas is 1:1. If your logo is not square, embed it centered within the square, adding a background color if needed.
No raster images: Your SVG file should not contain any embedded bitmap images (like JPG or PNG), as these are not allowed.
File size: Keep the SVG file size under 32KB to ensure broad compatibility and quick loading times.
Key takeaways
The requirement for an exact match between your VMC SVG logo and your trademarked logo applies to the core design elements of the mark itself. Adjustments to the SVG file for display purposes, such as altering the aspect ratio of the canvas or adding a background color, are generally acceptable as long as they do not change the fundamental appearance of the trademarked logo.
The key is to ensure that the Certificate Authority can clearly identify your registered trademark within the SVG file. Always prioritize the integrity of your trademarked design while adhering to the technical specifications for BIMI and VMC to achieve successful logo display in email clients.
Views from the trenches
Best practices
Ensure your trademark description is as broad as possible, especially regarding colors or backgrounds not essential to the core mark.
Pre-validate your SVG file against BIMI specifications before applying for a VMC to catch technical issues early.
Consult with your chosen Certificate Authority (CA) or a legal professional if you have doubts about specific logo modifications.
Maintain a clear distinction between your core trademarked logo and its display-optimized SVG wrapper for BIMI.
Common pitfalls
Altering the fundamental design or text of your trademarked logo, leading to VMC application rejection.
Not understanding that the trademark description dictates what aspects (e.g., color) are considered part of the 'exact match' requirement.
Submitting an SVG that includes raster images, animations, or unsupported features, which will fail validation.
Ignoring the square aspect ratio requirement for the SVG canvas, leading to improper logo display in email clients.
Expert tips
Check the specific wording of your trademark registration. If it doesn't claim color as a feature, you have more flexibility with background colors.
The CA's auditor has the final say. When in doubt, it is always best to clarify with the CA before submitting your application.
Focus on maintaining the core visual integrity of your trademarked logo when adapting it for the SVG P/S format, even if minor adjustments to the SVG canvas are needed.
Consider a separate trademark registration for a square version of your logo if your current one is highly rectangular and you anticipate issues.
Marketer view
Marketer from Email Geeks says the SVG logo for VMC has to match exactly as trademarked, though color is usually not important unless explicitly trademarked.
2023-10-19 - Email Geeks
Expert view
Expert from Email Geeks says if the background color was not part of the trademark description, it can likely be changed without issue for the VMC SVG.
Google and 
Yahoo utilize for BIMI. Strictness of VMC logo requirements applies to the core mark, not the canvas.
