How strict are VMC logo requirements for trademarked logos with off-center text?
Michael Ko
Co-founder & CEO, Suped
Published 11 Jun 2025
Updated 17 Aug 2025
6 min read
Getting your brand logo to appear next to your emails in the inbox is a powerful way to build trust and recognition. Verified Mark Certificates (VMCs) make this possible by authenticating your trademarked logo for use with BIMI, or Brand Indicators for Message Identification.
However, the path to VMC implementation can sometimes feel like navigating a maze, especially when your logo has unique design elements. One common question that comes up revolves around the strictness of logo requirements, particularly for trademarked logos with off-center text or other specific layouts.
The rule from Certification Authorities (CAs) like DigiCert is that your VMC logo must match your registered trademark. This immediately raises concerns if your official logo is, for example, a square with text placed specifically to the bottom or side, and popular email clients crop logos into a circle. Will shifting the text slightly invalidate your VMC?
This guide will explore the nuances of VMC logo requirements, particularly addressing the challenges posed by off-center text and how to ensure your brand's visual identity is accurately represented in the inbox without compromising your certificate eligibility. We will also touch on the different pricing and approach behind VMC and BIMI to give you a complete picture.
The core of VMC logo validation
At its heart, VMC logo validation aims to verify that the logo displayed in your emails is indeed the officially trademarked symbol of your brand. This authentication process is a critical step in bolstering email security and preventing brand impersonation.
The strictness of the VMC trademark requirements isn't about pixel-for-pixel identicality. Instead, CAs focus on whether the submitted logo is clearly and unambiguously the same as the one registered with an intellectual property office. This involves human review, where experienced validators assess the visual resemblance and overall brand identity.
Minor aesthetic adjustments, such as slightly repositioning text or graphic elements within the logo's frame to improve its appearance in different digital environments, are often permissible. The key is that the core design, colors, and the elements that define your brand must remain consistent with the trademarked version.
SVG specifications and display challenges
BIMI requires your logo to be in SVG Tiny Portable/Secure (SVG P/S) format. This vector-based format is crucial because it allows the logo to scale flawlessly across various email clients and screen sizes without losing quality or becoming pixelated.
A significant challenge arises from how email clients like Google and Yahoo Mail display BIMI logos. While the SVG file itself must be square, many clients render it within a circular viewport, effectively cropping the outer portions. This is where logos with off-center text or elements close to the edges face difficulties.
To ensure your logo appears correctly, you might need to adjust the SVG's internal `viewBox` attribute or add transparent padding around your core logo design. This creates a safe zone that accounts for the circular crop, preventing important text or graphics from being cut off. You can learn more about BIMI requirements for SVG files and Yahoo.
Navigating modifications and alternatives
If your trademarked logo has off-center text that gets cropped, simply moving the text within the existing SVG canvas to a more central position is often a workable solution. This is generally considered a minor adjustment for display optimization rather than a change to the fundamental trademarked design.
For more significant deviations or if your primary trademark is ill-suited for the square-to-circle conversion, you might explore obtaining a Certificate for Modified Logos (CMC). CMCs are designed to accommodate logos that are derivatives of a registered trademark, offering a degree of flexibility while still ensuring brand authenticity.
However, even with a CMC, the modifications should not fundamentally alter the logo to the point where it's unrecognizable as a clear variation of the original trademark. It must still maintain a strong, demonstrable connection to the registered mark to be approved. This emphasizes why it's important to understand the exact match rule for VMC logos.
Practical steps and considerations
Before you even consider logo adjustments, ensuring your domain has a robust DMARC policy is paramount. BIMI logos will only display if your DMARC policy is enforced at p=quarantine or p=reject. Without this foundational email authentication, your logo won't show up. If you're unsure about this, check out our guide on how to safely transition your DMARC policy.
It's highly recommended to prepare your SVG logo with the circular cropping in mind from the outset. Design your critical brand elements, including text, to fit within the central area of a square canvas. You can always add transparent space around the core design to accommodate the square aspect ratio while keeping the central elements safe from cropping.
The most definitive way to understand the strictness for your specific logo is to engage directly with your chosen Certification Authority. They can provide precise guidance on whether your proposed modifications or off-center text layout will be acceptable for VMC issuance. Many CAs offer pre-validation services or advice that can save you time and effort.
Views from the trenches
Best practices
Always ensure your DMARC policy is enforced at quarantine or reject for BIMI display to function.
Design your SVG logo with a "safe zone" in mind to accommodate circular cropping by mail clients.
Validate your SVG file rigorously to meet all BIMI specifications, including the P/S profile.
Communicate directly with your chosen Certificate Authority about any logo modifications before applying.
Common pitfalls
Assuming pixel-perfect matching is required, leading to unnecessary re-trademarking efforts.
Overlooking the circular cropping of square SVG logos, which can cut off essential text or elements.
Failing to address underlying DMARC compliance, which is a prerequisite for BIMI functionality.
Not seeking clarification from the CA on borderline logo modifications, causing delays in validation.
Expert tips
Consider a Certificate for Modified Logos (CMC) if your standard trademarked logo requires significant alterations for display.
Adjusting the `viewBox` attribute in your SVG can help re-center content without altering the trademark itself.
Test your BIMI logo across multiple email clients to preview how it renders with various cropping styles.
Engage with a graphic designer familiar with SVG P/S to optimize your logo for BIMI and VMC.
Expert view
Expert from Email Geeks says that CA decisions often involve human review; as long as the logo is clearly the same as the trademark, rather than pixel-identical, it should be acceptable.
December 20, 2024 - Email Geeks
Marketer view
Marketer from Email Geeks says that they are exploring a CMC because it might offer more flexibility and potentially be less expensive for their specific logo modifications.
December 20, 2024 - Email Geeks
Final thoughts on VMC logo compliance
While VMC requirements for trademarked logos are indeed stringent, there is usually room for practical adjustments, especially those made solely for aesthetic display purposes within the email client's circular viewport. The key is to maintain the core identity and recognizability of your trademarked brand.
Prioritize robust DMARC implementation, meticulously prepare your SVG files, and don't hesitate to consult directly with your Certification Authority. By taking these steps, you can successfully display your brand's verified logo and enhance your email’s visual impact and trustworthiness.
