Summary
Using a word mark with Brand Indicators for Message Identification (BIMI) is indeed possible, but it comes with specific requirements, primarily centered around trademark registration. While the ability to use a word mark is not a new development for BIMI (as some might assume), it offers a viable path for brands whose primary identifier is text-based rather than a complex graphical logo.
Key findings
- Trademark requirement: A word mark, just like a graphical logo, must be officially registered with a government intellectual property office to qualify for BIMI with a Verified Mark Certificate (VMC).
- Design limitations: For BIMI purposes, a word mark should typically be plain text without special graphical elements or intricate designs, beyond a specific font.
- SVG format: Regardless of whether it's a word mark or a design logo, the visual representation used for BIMI must be in SVG Tiny PS format, a specific scalable vector graphic format.
- VMC dependency: For the broadest support and display in most major mail clients like Gmail and Yahoo, a word mark used with BIMI necessitates a Verified Mark Certificate (VMC).
- Existing brands advantage: Many organizations already have their company names (word marks) trademarked, making the step to BIMI adoption potentially simpler than for brands requiring a separate logo design trademark.
Key considerations
- Trademark registration process: The primary hurdle for using a word mark with BIMI is ensuring it's a registered trademark in a supported jurisdiction. This involves filing with the relevant trademark office and undergoing their approval process.
- VMC acquisition: Obtaining a VMC requires verification of your trademark by a Certificate Authority (CA). This process confirms your ownership of the mark and its association with your sending domain.
- SVG file preparation: Even for a word mark, the SVG file must adhere to specific BIMI guidelines (e.g., square aspect ratio, proper styling, and content), ensuring it displays correctly across various email clients.
- DMARC compliance: BIMI relies heavily on a robust DMARC policy. You must have DMARC enforced at a policy of 'quarantine' or 'reject' for your domain for BIMI to function. Ensure you understand DMARC requirements for BIMI thoroughly.
What email marketers say
Email marketers have varied perspectives on the utility and requirements of using word marks with BIMI. While some find it a straightforward path for brands with existing word mark registrations, others emphasize the crucial need for official trademark registration and the specific technical formatting required. There's also some debate about what constitutes a game-changing adjustment in BIMI.
Key opinions
- Word marks are allowed: It is a common understanding among marketers that a word mark (text-only) can be used for BIMI, provided it meets the necessary trademark and technical specifications.
- Trademark registration is essential: Many marketers confirm that even for a word mark, official registration with a trademark office is a prerequisite for BIMI implementation, especially for VMC attainment.
- Simpler for existing brands: Brands that have already trademarked their company name (a word mark) may find the BIMI process easier compared to those needing to register a new design logo.
- Not a recent change: The ability to use a word mark with BIMI has been available since the standard's inception, contrary to some newer perceptions.
Key considerations
- Absence of design: Marketers must ensure their word mark SVG files for BIMI contain no complex designs or graphical elements, adhering strictly to a plain text representation of the trademarked word.
- Cost of VMC: While word marks simplify the trademark aspect for some, the cost of obtaining a VMC remains a consideration for BIMI implementation.
- SVG formatting: Even simple word marks need careful conversion to the required SVG Tiny PS format, which can sometimes require specific graphic design tools or expertise.
- Trademark office registration: Marketers must understand that using a word mark for BIMI is not a shortcut to bypassing trademark registration but rather leveraging an already registered word mark.
Marketer view
Email marketer from Email Geeks confirms that a word mark can be used for BIMI, provided it has no specific design elements. The emphasis is on the textual representation rather than a graphical one.
Marketer view
Email marketer from AWeber mentions they have been successfully using a word mark trademark for their BIMI implementation. This suggests it's a practical and functional approach for brands.
What the experts say
Experts in email deliverability consistently highlight the necessity of a registered trademark for BIMI, regardless of whether it's a logo or a word mark. They also clarify misconceptions about recent changes to BIMI requirements, emphasizing the long-standing allowance for word marks and the specific technical constraints for their implementation.
Key opinions
- Word marks are explicitly permitted: Industry experts confirm that BIMI allows the use of word marks, provided they are properly trademarked and follow SVG formatting rules.
- Trademark registration is non-negotiable: The core requirement for BIMI remains a legally registered trademark. This applies equally to word marks as it does to graphical logos, as validated by a VMC.
- No new 'game changer' for word marks: Experts clarify that the ability to use word marks with BIMI has always existed. The recent game-changing development is the allowance for government and school seals.
- SVG formatting is crucial: Even for word marks, adherence to the specific SVG Tiny PS format is critical for proper display across email clients. Learn more about BIMI SVG file requirements.
Key considerations
- Registration in correct region: Experts stress that the word mark must be registered in a jurisdiction recognized by the BIMI Group and the Certificate Authorities (CAs) issuing VMCs. Gerben IP offers guidance on trademark registration for BIMI authentication.
- VMC is the gatekeeper: A VMC ensures the authenticity of the displayed logo and is largely dependent on having a registered trademark, whether word mark or design mark.
- Domain authentication foundation: Before considering word marks or logos, robust email authentication via DMARC, SPF, and DKIM must be fully implemented and enforced to a policy of p=quarantine or p=reject.
- Visual consistency: Even with a word mark, experts advise on ensuring the SVG rendering is clean, legible, and visually consistent with the brand's identity across various inbox environments.
Expert view
Expert from Email Geeks explains that the 'game-changing' adjustment in BIMI actually refers to the recent allowance for government and school seals to be used, not a new rule regarding word marks, which have been permitted since BIMI's inception.
Expert view
Expert from Spam Resource highlights that while word marks are allowed, the biggest hurdle for most organizations is often the strict requirement for a globally recognized trademark, which is verified through the VMC process.
What the documentation says
Official documentation and specifications for BIMI provide clear guidelines on the requirements for logos, including word marks. These resources emphasize the critical role of trademark registration and specific SVG formatting to ensure proper display and validation through a VMC. They also outline the foundational email authentication protocols necessary for BIMI to function.
Key findings
- Trademark registration is fundamental: The BIMI Group documentation explicitly states that logos (including word marks) must be registered trademarks in a recognized jurisdiction to be eligible for BIMI with a VMC.
- SVG Tiny PS format: All BIMI logos, whether graphical or word marks, are required to be in the SVG Tiny PS version 1.2 format, with specific size, aspect ratio, and content constraints.
- DMARC enforcement: BIMI mandates that the sending domain must have a DMARC policy set to 'quarantine' or 'reject', ensuring robust email authentication before a logo can be displayed.
- VMC for trust and display: A Verified Mark Certificate (VMC) is the mechanism that links the BIMI logo (including a word mark) to the verified trademark, providing the necessary trust signals for email clients to display the logo.
Key considerations
- Trademark definition: Documentation implies that a word mark must be recognized as a distinct trademark by relevant authorities, ensuring legal protection and verification.
- Certificate Authority (CA) validation: The process of obtaining a VMC involves stringent validation of the trademark by an accredited Certificate Authority, ensuring only legitimate brand marks are displayed.
- DNS record publication: A BIMI record (DNS TXT record) must be published in the Domain Name System (DNS) that points to the location of the SVG logo file and the VMC.
- Accessibility and recognition: While allowing word marks, documentation also implicitly suggests that the chosen logo should be easily recognizable and enhance brand identity within the email client interface.
Technical article
BIMI Group documentation states that for a logo to be used with BIMI, it must be formatted in a way that is recognizable as associated with the brand and easily displayed at various sizes. This includes word marks that adhere to these visual principles.
Technical article
VeriMarkCert.Com's FAQ confirms that both a word mark or a government mark can be used for BIMI, and a signed letter confirming the logo falls within the scope of the registered trademark may be required.
Related resources
15 resources
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