BIMI VMC Certificate: What It Is and How to Get One

Brand Identity & Security

A Verified Mark Certificate (VMC) is the credential that proves you own your brand logo for BIMI display. While basic BIMI works without a VMC in some email clients, major providers like Gmail require one to display your logo.

What Is a VMC?

A Verified Mark Certificate is a digital certificate that:

• Proves you have legal rights to your logo
• Requires your logo to be a registered trademark
• Is issued by authorized Certificate Authorities
• Enables BIMI logo display in major email clients

Who Requires a VMC?

Since Gmail and Apple Mail represent a huge portion of email users, most organizations pursuing BIMI will need a VMC.

VMC Requirements

1. Registered Trademark

Your logo must be a registered trademark in an eligible jurisdiction:

Eligible trademark offices:

• United States Patent and Trademark Office (USPTO)
• European Union Intellectual Property Office (EUIPO)
• UK Intellectual Property Office
• Canadian Intellectual Property Office
• Australia IP Australia
• Japan Patent Office
• And many others

2. DMARC Enforcement

Your domain must have DMARC with enforcement:

v=DMARC1; p=quarantine; ...  ✅ Qualifies
v=DMARC1; p=reject; ...      ✅ Qualifies
v=DMARC1; p=none; ...        ❌ Does not qualify

3. Logo Specifications

Your logo must meet BIMI requirements:

• SVG Tiny Portable/Secure (SVG P/S) format
• Square aspect ratio
• Solid background (no transparency)
• Centered logo design

4. Organization Validation

The CA will verify:

• Your organization's identity
• Your right to use the trademarked logo
• Your control of the domain

How to Get a VMC

VMC Certificate Authorities

DigiCert

• Website: digicert.com
• Price: ~$1,499/year
• Validation time: 1-3 weeks typically

Entrust

• Website: entrust.com
• Price: ~$1,299/year
• Validation time: 1-3 weeks typically

Prices and timelines may vary. Contact the CAs directly for current information.

The Application Process

Information You'll Need

1. Organization details:

   • Legal company name
   • Physical address
   • Phone number
   • Domain name

2. Trademark information:

   • Trademark registration number
   • Registering authority
   • Class of goods/services
   • Copy of registration certificate

3. Technical requirements:

   • SVG P/S logo file
   • Domain ownership verification

Validation Steps

The CA will:

1. Verify organization identity — Similar to EV SSL validation
2. Confirm trademark ownership — Check registration against your organization
3. Validate domain control — Prove you control the domain
4. Review logo format — Ensure SVG meets specifications

VMC Costs

The BIMI Record with VMC

After obtaining your VMC, update your BIMI record:

Without VMC:

default._bimi.example.com  TXT  "v=BIMI1; l=https://example.com/logo.svg"

With VMC:

default._bimi.example.com  TXT  "v=BIMI1; l=https://example.com/logo.svg; a=https://example.com/vmc.pem"

The a= tag points to your hosted VMC file.

Common VMC Issues

"Trademark not found"

The CA couldn't verify your trademark:

• Confirm registration is complete (not pending)
• Verify exact name match
• Provide registration certificate directly

"Logo doesn't match trademark"

Your SVG doesn't match the registered mark:

• Logo in SVG must match registered trademark
• Minor variations may be rejected
• Work with CA on acceptable alternatives

"Organization validation failed"

Can't verify your organization:

• Ensure details match public records
• Provide additional documentation
• Confirm phone number is publicly listed

"DMARC not enforced"

Your DMARC policy is too weak:

• Change from p=none to p=quarantine or p=reject
• Wait for DMARC record to propagate
• Resubmit application

Is a VMC Worth It?

Consider a VMC if:

• Gmail and Apple Mail are significant for your audience
• Brand recognition in inbox is valuable
• You already have a registered trademark
• Email is a primary communication channel

Skip VMC for now if:

• Your logo isn't trademarked
• Budget is very limited
• Your audience primarily uses Yahoo, Fastmail, etc.
• You're still implementing basic authentication

Alternatives to VMC

Self-Asserted BIMI

Some providers show BIMI logos without VMC:

• Yahoo Mail
• Fastmail
• Some others

You get partial BIMI benefits without VMC cost.

Common Mark Certificate (CMC)

A proposed lower-cost alternative:

• Doesn't require trademark
• Not yet widely supported
• Watch for future adoption

Timeline Example

Total time: 4-8 weeks typical

A VMC is a meaningful investment in brand visibility. If your organization values inbox branding and has a registered trademark, a VMC unlocks BIMI display where it matters most—Gmail and Apple Mail.

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