What are the requirements and alternatives for implementing BIMI with VMC certificates, especially regarding trademark jurisdiction and costs?
Michael Ko
Co-founder & CEO, Suped
Published 22 May 2025
Updated 17 Aug 2025
8 min read
Implementing Brand Indicators for Message Identification (BIMI) can significantly enhance your email branding by displaying your logo directly in the recipient's inbox. While the basic BIMI record is straightforward, unlocking its full potential, particularly with major mailbox providers like Google and Apple Mail, often requires a Verified Mark Certificate (VMC). This certificate acts as a digital proof that your logo is indeed yours, providing an extra layer of trust and authenticity.
However, the path to obtaining a VMC is not without its hurdles. It involves specific requirements related to your DMARC setup, the legal status of your brand logo, and navigating the associated costs. Understanding these prerequisites and exploring potential alternatives is crucial for any organization considering BIMI implementation, especially given the complexities of global trademark jurisdictions.
Core requirements for a VMC
The primary hurdle for many seeking a VMC is meeting its stringent validation criteria. First and foremost, you must have a robust email authentication setup, specifically a DMARC policy enforced at either a 'quarantine' or 'reject' level. This ensures that your domain is actively protected against unauthorized email use, a foundational step for trust in the email ecosystem. Without a strong DMARC policy, certification authorities (CAs) will not issue a VMC.
DMARC enforcement is non-negotiable
Your domain must enforce DMARC with a policy of p=quarantine or p=reject. Without this level of enforcement, your VMC application will be rejected. This strong policy ensures that unauthenticated emails (which could be spoofed) are either quarantined or rejected by receiving mail servers, bolstering your domain's security posture.
Another critical requirement is that your brand logo must be a registered trademark. This isn't just any trademark, but one registered in a jurisdiction recognized by the BIMI Group, the organization overseeing BIMI standards. Currently, the list of accepted jurisdictions is limited, primarily covering major economies. This can pose a significant challenge for companies whose primary trademark registrations are in unsupported countries, such as many Latin American nations, where only Brazil is currently listed. For details on these technical requirements, the BIMI Group website offers comprehensive guidelines on Verified Mark Certificates and BIMI.
Beyond legal prerequisites, your logo must also adhere to specific technical specifications. The SVG P/S (Scalable Vector Graphics Portable/Secure) format is mandatory for VMC-enabled BIMI. This specialized SVG profile ensures the logo is static, secure, and properly rendered across various email clients. Certification authorities will validate that your logo meets these precise technical guidelines before issuing the certificate. You can also explore how to validate your BIMI SVG and certificate.
The costs and complexities of VMC implementation
Obtaining a VMC is not a free endeavor. The cost for a Verified Mark Certificate typically ranges from $1,000 to $1,500 per year, which can be a substantial investment, especially for smaller businesses or those sending fewer emails. This annual fee covers the validation process performed by the certificate authority and the ongoing maintenance of the certificate's validity. For more insights on the costs, a detailed explanation of BIMI certificate costs can be found on SSL2BUY's wiki.
Beyond the direct certificate cost, there are potential indirect expenses. If your logo is not already trademarked in an accepted jurisdiction, you might incur significant legal fees for new trademark registrations. These costs can vary widely depending on the country and the complexity of the registration process. I've seen companies spend significant amounts trying to get the right trademark in the right jurisdiction. It's important to factor in these additional expenditures when assessing the overall feasibility and return on investment for VMC implementation.
The financial outlay makes VMC a strategic decision rather than a universal necessity for all BIMI adopters. Companies often weigh the perceived branding benefits and enhanced trust against the considerable expense. For some, the return on investment may not justify the significant annual cost, leading them to explore alternative BIMI implementation strategies or simply forgo VMC altogether. We cover what is the pricing and approach behind VMC in detail elsewhere.
Exploring alternatives to VMC-backed BIMI
While a VMC is essential for displaying your logo in prominent inboxes like google.com and icloud.com, it's not strictly mandatory for all BIMI implementations. Some mailbox providers (MBPs) support BIMI with a "self-asserted" logo, meaning you can publish a BIMI record referencing your logo without needing a VMC. This approach significantly reduces the cost and complexity, bypassing the trademark and certificate acquisition process entirely.
BIMI with VMC
Requirements: Requires a DMARC policy at enforcement (quarantine/reject), a logo trademarked in a recognized jurisdiction, and a VMC from an accredited CA.
Cost: Significant annual cost ($1,000-$1,500+) plus potential trademark registration fees.
Support: Logo displays in most major email clients, including Gmail and Apple Mail, offering maximum brand visibility.
Self-asserted BIMI
Requirements: Requires a DMARC policy at enforcement (quarantine/reject) and an SVG P/S logo, but no VMC or specific trademark registration.
Cost: No direct VMC costs, only DMARC monitoring and logo creation.
Support: Logo displays in fewer email clients (e.g., Yahoo, Fastmail, LaPoste), but still provides email authentication benefits.
Providers like Yahoo, Fastmail, and LaPoste are known to accept self-asserted BIMI records. For domains primarily sending to recipients on these platforms, implementing BIMI without a VMC can still provide branding benefits. However, it's crucial to understand that your logo will not appear in inboxes that require VMC validation. This means a segmented approach to BIMI adoption, depending on your audience's primary email clients. You can check which email clients actually support BIMI for a broader understanding.
Even without a VMC, having a BIMI record signals your commitment to email authentication and brand identity. It ensures that your domain has strong DMARC enforcement, which is beneficial for overall email deliverability and reputation, irrespective of logo display. While the visual impact is less universal without a VMC, the underlying security improvements remain. This makes self-asserted BIMI a viable alternative for those unable or unwilling to bear the VMC costs and trademark requirements. For examples of BIMI records, see a general guide on how to set up BIMI.
Navigating complex trademark jurisdictions
The requirement for a logo to be trademarked in a BIMI-accepted jurisdiction is often the biggest hurdle for global businesses. If your company's primary trademark is registered in a country not on the accepted list (like Argentina or Uruguay), obtaining a VMC for major providers becomes impossible with that specific registration. This is where strategic trademark planning comes into play. You can also review if you need a trademark in every country for BIMI.
Some companies explore registering their logo in a jurisdiction known for faster trademark processing or one that is specifically on the BIMI Group's list. For instance, Germany has been mentioned as offering a fast-track option for trademark registration, potentially reducing the time it takes to secure a VMC. This could involve registering a secondary trademark specifically for BIMI purposes, a decision that comes with its own legal and financial implications. For more on trademark requirements for BIMI VMC and alternative jurisdictions, you can consult specific resources.
It's also important to note that only specific Certification Authorities (CAs) are authorized to issue VMCs. These CAs, like DigiCert and Entrust, undergo rigorous audits to ensure they adhere to the strict guidelines set by the BIMI Group for validating mark certificates. Therefore, attempting to use self-signed certificates or those from unaccredited providers, such as Let's Encrypt, will not result in a valid VMC recognized by major mailbox providers. The BIMI Group website provides guidelines on Verified Mark Certificates and BIMI.
Example BIMI DNS record (TXT record)plaintext
default._bimi.yourdomain.com IN TXT "v=BIMI1;l=https://yourdomain.com/bimi/logo.svg;a=https://yourdomain.com/bimi/vmc.pem;"
Views from the trenches
Best practices
Ensure your DMARC policy is set to 'quarantine' or 'reject' before applying for a VMC to meet core requirements.
Verify your logo is trademarked in a BIMI-accepted jurisdiction to qualify for a VMC certificate.
Utilize the SVG P/S format for your logo to meet the technical specifications required by VMCs.
Common pitfalls
Attempting to get a VMC without an enforcement-level DMARC policy in place.
Using a logo not trademarked in a BIMI-recognized jurisdiction, leading to application rejection.
Submitting a logo that does not conform to the strict SVG P/S technical specifications.
Expert tips
If your primary trademark jurisdiction isn't supported, explore registering your logo in a country with a faster trademark process that is recognized.
Even without a VMC, implement self-asserted BIMI to gain some branding benefits and improve DMARC compliance.
Focus on robust email authentication (SPF, DKIM, DMARC) as the foundation, as it benefits deliverability regardless of BIMI status.
Expert view
Expert from Email Geeks says a certificate is necessary if you want BIMI to work in inboxes like Google and iCloud.
2024-07-31 - Email Geeks
Marketer view
Marketer from Email Geeks says that while deploying BIMI without a certificate means it won't work everywhere, it still functions in some places, specifically naming Yahoo and Fastmail.
2024-07-31 - Email Geeks
Key takeaways for BIMI implementation
Implementing BIMI with a Verified Mark Certificate offers significant advantages in terms of brand visibility and trust in the email inbox. However, it comes with strict requirements, notably a DMARC policy at quarantine or reject, and a registered trademark in an approved jurisdiction. The associated costs, both for the VMC itself and potential new trademark registrations, are also a major consideration.
For organizations where VMC isn't feasible due to jurisdiction limitations or cost, a self-asserted BIMI record still provides a valuable alternative, enabling logo display in some inboxes and bolstering overall email authentication. Ultimately, the decision depends on your specific branding goals, budget, and the primary email providers of your audience. Navigating these complexities requires careful planning and an understanding of the evolving BIMI landscape.
google.com and 
icloud.com, it's not strictly mandatory for all BIMI implementations. Some mailbox providers (MBPs) support BIMI with a "self-asserted" logo, meaning you can publish a BIMI record referencing your logo without needing a VMC. This approach significantly reduces the cost and complexity, bypassing the trademark and certificate acquisition process entirely.
