A VMC is an X.509 certificate issued by an approved authority (DigiCert or Entrust) that binds a registered trademark logo to a domain. Gmail and Apple Mail require a VMC or CMC to render a BIMI logo.
What good looks like#
- Done: Confirm your logo is a registered trademark in an accepted jurisdiction (USPTO, EUIPO, UKIPO, JPO, and others).
- Done: Prepare the exact trademarked artwork as SVG Tiny PS.
- Done: Complete organization validation with the CA, including notarized identity verification.
- Done: Receive the PEM certificate, host it over HTTPS, and reference it in the a= tag of your BIMI record.
- Done: Calendar the renewal; VMCs are valid for one year.
What bad looks like#
- Seen in audits: Submitting a logo that differs from the registered mark, even slightly.
- Seen in audits: Letting the certificate expire, which silently removes the logo.
- Seen in audits: Assuming a pending trademark application qualifies; it must be registered.
How to move from bad to good#
Work through the good list in order and re-verify after each change. Most teams find one or two items from the bad list already present; fixing those usually produces the largest improvement.
Frequently asked questions#
How much does a VMC cost?
Roughly $1,000 to $1,500 per year per logo, depending on the CA.
How long does issuance take?
Typically 2 to 6 weeks, mostly spent on organization and trademark validation.
Do I need one VMC per domain?
One VMC can cover multiple domains using SANs, if they share the same trademark.