Is VMC mandatory for Gmail logo display, and what are the alternative methods?
Matthew Whittaker
Co-founder & CTO, Suped
Published 14 Jul 2025
Updated 19 Aug 2025
9 min read
For many years, displaying your brand logo next to your emails in a recipient's inbox was a challenge, often relying on recipients adding you to their contacts or mail clients automatically pulling a gravatar. Then came Brand Indicators for Message Identification (BIMI), promising a standardized way to display verified brand logos. This sparked a lot of interest, especially regarding its integration with major mailbox providers like Gmail.
A key component of BIMI is the Verified Mark Certificate (VMC). This digital certificate verifies that an organization owns the logo it wishes to display, linking it to a registered trademark. The question I often hear is, is a VMC absolutely necessary for your logo to appear in Gmail, or are there alternative methods that still work?
Understanding how BIMI works and its requirements is essential for email marketers and IT professionals. While a VMC is crucial for achieving the highest level of brand verification and the coveted blue checkmark in Gmail, there are indeed other ways that allow your logo to appear, albeit with different levels of authentication and visibility. Let's explore the nuances of VMC requirements for Gmail and alternative strategies you can employ.
VMC and BIMI: the standard for brand verification
BIMI is an email specification that allows organizations to display their brand logo next to authenticated email messages in supported mail clients. It's designed to increase brand recognition and help recipients quickly identify legitimate emails, thereby reducing phishing attacks. For BIMI to work, your domain must have strong email authentication protocols in place, specifically DMARC, with a policy set to p=quarantine or p=reject. This ensures that only authenticated emails from your domain will display your logo.
A VMC (Verified Mark Certificate) takes BIMI a step further by cryptographically linking your trademarked logo to your domain. When a VMC is in place, mailbox providers like Gmail can verify that the logo displayed is indeed your officially registered trademark. This verification is what enables the highly sought-after blue checkmark next to the sender's name in Gmail for BIMIsenders. This provides an undeniable signal of authenticity to recipients.
The requirement for a VMC is specifically tied to the display of the verified blue checkmark. While a BIMI record itself can signal your preferred logo, without a VMC, Gmail may not display your logo at all or will not grant the blue checkmark. It confirms that the logo is genuinely associated with your trademarked brand.
VMC requirements
To obtain a VMC, your logo must be a registered trademark with a recognized intellectual property office. This is a strict requirement, ensuring the authenticity and legal ownership of the brand asset being displayed.
Gmail's evolving approach to logo display
Initially, Gmail's pilot program for BIMI did not always require a VMC. However, the landscape has evolved. For the blue checkmark verification, a VMC (or an equivalent Common Mark Certificate, CMC) is now generally a requirement. This shift reflects a move towards stronger brand authentication and increased trust for email recipients.
While you might still see some senders displaying a logo without a VMC, especially if they had an older setup or are using alternative methods, these are not directly tied to BIMI's verified logo display. Gmail states that for BIMI to work, the logo must be trademarked and associated with a VMC. You can verify if a domain is publishing a valid BIMIrecord directly.
In a significant update, Gmail announced support for Common Mark Certificates (CMCs) in addition to VMCs. CMCs offer a more accessible path for organizations whose logos might not be formally trademarked. While a CMC can still enable your logo display via BIMI, it typically does not come with the blue checkmark, which is reserved for logos verified by a VMC and meeting Google's specific requirements.
Alternative methods for logo display in Gmail
Even without BIMI or a VMC, there have historically been, and in some cases still are, alternative ways to get your logo to display in Gmail. These methods do not offer the same level of verified trust as BIMI with a VMC, but they can still enhance your brand presence.
Google profile picture: If the sending email address is associated with a Google account (like a Gmail address or a Google Workspace account), the profile picture set for that account may appear next to your emails. This is common for smaller senders or personal accounts.
Gmail annotations: For promotional emails, Gmail offers markup (annotations) that can include a logo, deal badge, and expiration date in the promotions tab. This is not tied to BIMI or VMC and works independently for emails landing in the promotions tab.
It's important to note that these alternative methods do not provide the same level of brand trust and authentication as a BIMI implementation with a VMC. The blue checkmark that accompanies a VMC indicates to the recipient that Google has verified the sender's identity and logo, which significantly boosts recipient confidence and can improve engagement.
In practice, if an email is delivered to the primary inbox in Gmail and displays a logo without a BIMI record (or with a BIMI record but no VMC), it's most likely leveraging the Google Profile picture. Annotations apply specifically to emails in the promotions tab and are designed to enhance the visual appeal of those messages within that specific inbox category.
Weighing your options for logo display
The decision to pursue a VMC for BIMI depends on your branding goals and resources. If achieving the highest level of trust and the Gmail blue checkmark is a priority, a VMC is the way to go. This typically involves ensuring your logo is trademarked and then acquiring a VMC from an accredited certificate authority.
However, if you're unable to trademark your logo or if the investment in a VMC isn't feasible, CMCs or Gmail Annotations offer viable alternatives for logo display, albeit without the verified checkmark. It's a matter of balancing your brand's desire for visibility with the technical and financial commitments required for full BIMI adoption.
BIMI with VMC
This method represents the gold standard for email branding. It requires a trademarked logo, a DMARC policy at enforcement, and a VMC from an authorized certificate authority. It delivers the highest level of visual authentication.
Pros
Blue checkmark: Grants the official Gmail blue checkmark, a strong indicator of trust.
Enhanced security: Requires strong email authentication, making your domain more resilient to spoofing and phishing.
Improved deliverability: Can positively impact email deliverability and sender reputation.
Cons
Trademark requirement: Your logo must be legally trademarked, which can be a lengthy and costly process.
Cost:VMCs themselves incur annual fees.
Setup complexity: Requires careful configuration of DNS records and SVG logo formatting.
Alternative Methods (Google Profile/Annotations)
These methods do not rely on BIMI or VMCs. The Google Profile picture is tied to the sender's account, while Gmail Annotations involve adding specific JSON-LD markup to promotional emails.
Pros
No trademark needed: Your logo does not need to be a registered trademark.
Lower cost: No VMC fees or trademark registration costs.
Easier setup: Relatively simpler to implement, especially for Google Profile pictures.
Cons
No blue checkmark: Lack of the verified badge reduces the trust signal.
Limited visibility:Annotations only work in the promotions tab. Google profile pictures may not appear consistently for all users or at scale.
No security benefit: These methods do not enhance email authentication security.
Ultimately, the VMC represents the most robust and trustworthy method for logo display in Gmail through BIMI. It's an investment in brand recognition, trust, and email security that pays off in the long run. However, the alternatives offer a way to get your logo into the inbox, especially if you're just starting or have specific use cases like promotions.
No matter which method you choose, maintaining excellent email deliverability practices remains paramount. A logo, whether verified or not, means little if your emails consistently land in the spam folder. Focus on consistent sending, managing your lists, and monitoring your domain reputation.
Views from the trenches
Best practices
Ensure your DMARC policy is set to p=quarantine or p=reject to meet BIMI requirements for all providers.
If pursuing VMC, ensure your logo is a registered trademark from a recognized intellectual property office.
Use a high-quality, square SVG logo for BIMI to ensure it displays correctly across different clients.
Regularly monitor your email authentication records, including BIMI, SPF, and DKIM, for proper configuration.
Common pitfalls
Expecting a logo to display via BIMI in Gmail without meeting the VMC requirement for the blue checkmark.
Confusing Google Profile pictures or Gmail Annotations with official BIMI logo display.
Neglecting DMARC enforcement, which is a foundational requirement for any BIMI implementation.
Using a non-trademarked logo and then attempting to obtain a VMC, leading to rejection.
Expert tips
For senders without a trademark, exploring a Common Mark Certificate (CMC) can be a stepping stone to BIMI, offering logo display without the VMC's full verification.
While VMC delivers the ultimate trust signal, prioritize consistent email authentication (DMARC enforcement) as the base for any logo display strategy.
Analyze your audience: if a significant portion uses Gmail, the blue checkmark from a VMC can provide a competitive edge in inbox visibility.
Remember that BIMI's primary goal is to enhance email security and combat phishing, with the logo being a visible benefit.
Expert view
Expert from Email Geeks says if you see a logo in Gmail without a VMC, it is not being displayed via BIMI; it's likely another method.
2021-10-24 - Email Geeks
Expert view
Expert from Email Geeks says you can achieve 100% logo coverage in Gmail without BIMI by utilizing Annotations and a Google Profile logo, which Gmail has indicated will continue to work.
2021-10-24 - Email Geeks
Final thoughts on brand visibility
For brands seeking the highest level of trust and visual authentication in Gmail, a Verified Mark Certificate (VMC) alongside a robust BIMI implementation is indeed the most effective path. This enables the blue checkmark, signaling verified authenticity to recipients. The investment in VMC is not just for logo display, but a significant step in enhancing your email security and brand reputation.
However, it's also clear that alternative methods like Gmail Annotations and Google Profile pictures can still enable logo display without the full BIMI setup. These are useful, especially for specific email types or if a trademark is not yet in place. The key is to understand the differences in visibility, trust signals, and the technical requirements for each approach.
No matter your strategy, foundational email authentication protocols like DMARC, SPF, and DKIM remain crucial for ensuring your emails reach the inbox reliably, regardless of whether a logo is displayed.
Gmail.
Google account (like a Gmail address or a Google Workspace account), the profile picture set for that account may appear next to your emails. This is common for smaller senders or personal accounts.
DNS records and SVG logo formatting.
