Why VMC Exists
VMC prevents abuse of BIMI by ensuring that only legitimate trademark owners can display logos. Without this verification:
- Anyone could display any logo, including impersonators
- Phishers could use brand logos to appear legitimate
- The trust signal of BIMI logos would be meaningless
VMC creates accountability by tying logo display to verified trademark ownership.
VMC Requirements
Trademark Registration
Your logo must be registered as a trademark in an approved jurisdiction:
- United States (USPTO)
- European Union (EUIPO)
- United Kingdom (UKIPO)
- Canada (CIPO)
- Australia, Japan, and other approved offices
The trademark must be active (not expired or cancelled) and the registration must include the exact logo you want to display.
Logo Match
Your BIMI logo must match your registered trademark:
- Same visual design and elements
- Minor variations may be acceptable (color adjustments)
- Substantially different logos will be rejected
Domain Ownership
- Prove control of the domain requesting the VMC
- Organization validation confirms business identity
- Domain must have DMARC enforcement in place
Common Mark Certificates (CMC)
Some providers now accept CMC (Common Mark Certificate) which allows logo display without trademark registration. CMC requirements are less strict but provide fewer trust signals. Gmail currently requires VMC, not CMC.
How to Get a VMC
Step 1: Verify Trademark Status
Confirm your trademark is registered and active. Check your trademark office's database. If not registered, start the trademark process (typically 6-12 months).
Step 2: Choose a Certificate Authority
VMCs are issued by authorized CAs:
- DigiCert: Major VMC issuer with established process
- Entrust: Alternative VMC provider
Step 3: Submit Application
- Complete the VMC application form
- Provide trademark registration documentation
- Submit your SVG logo file
- Complete domain validation
- Complete organization validation
Step 4: Validation Process
The CA will verify:
- Trademark registration is valid and active
- Logo matches the registered trademark
- You have authority to represent the trademark owner
- Domain ownership and organization identity
Step 5: Certificate Issuance
After validation, you receive:
- VMC certificate file (PEM format)
- Instructions for hosting the certificate
- Valid for one year (annual renewal required)
VMC Costs
Certificate Costs
- VMC certificate: $1,000-1,500 per year per domain
- Multi-year discounts sometimes available
- Each sending domain needs its own VMC
Related Costs
- Trademark registration: $250-500 per class (if not already registered)
- Legal fees: Variable if trademark assistance needed
- Logo conversion: May need designer help for SVG Tiny P/S
VMC Technical Details
Certificate Format
VMCs are X.509 certificates with BIMI-specific extensions:
- Contains your logo embedded in the certificate
- Includes trademark registration details
- Cryptographically signed by the CA
- Standard PEM format for hosting
Hosting Requirements
- HTTPS URL (required)
- Publicly accessible (no authentication)
- Include full certificate chain
- Keep URL stable (changing breaks BIMI)
VMC Renewal
VMCs expire annually and must be renewed:
- Renew before expiration to avoid logo display interruption
- Re-validation typically faster than initial issuance
- Trademark must still be active at renewal
- Update hosted certificate file with new certificate