No Registered Trademark? Alternative Paths to BIMI Implementation Explained
You don’t need a registered trademark to benefit from BIMI (Brand Indicators for Message Identification). Discover the latest alternative options for displaying your logo in inboxes and boosting brand trust.
Can You Use BIMI Without a Registered Trademark?
Yes, you can implement BIMI even if your logo is not a registered trademark. Recent updates allow organizations to use alternative certification paths, making BIMI accessible to more brands than ever before.
Alternative 1 – Common Mark Certificate (CMC)
A Common Mark Certificate (CMC) is a new type of digital certificate that allows you to display your logo in inboxes without a registered trademark. Here’s how it works:
- Eligibility: Your logo must have been in continuous use for at least one year to qualify for a CMC.
- No Trademark Needed: Unlike a Verified Mark Certificate (VMC), a Confirmed Mark Certificate (CMC) does not require trademark registration.
- Supported by Major Providers: Google and other mailbox providers now support CMCs for BIMI, although a CMC does not provide the blue checkmark that comes with a VMC.
- Process: Apply for a CMC through a recognized certificate authority, provide evidence of logo use, and ensure your domain is fully DMARC compliant with a policy set to "quarantine" or "reject".
Alternative 2 – Self-Asserted BIMI Record
Some mailbox providers (such as Yahoo and Fastmail) allow you to publish a BIMI record without any certificate or trademark. This is known as a self-asserted BIMI record:
- How It Works: Create a BIMI DNS TXT record that points to your SVG logo, but do not include a certificate reference.
- Limitations: Gmail and other major providers require a VMC or CMC, so your logo may not display in all inboxes.
- Best For: Smaller brands or those just starting with BIMI, as this approach allows you to prepare for future certification while gaining some initial visibility.
VMC vs. CMC vs. Self-Asserted BIMI: Key Differences
| Feature | VMC (Verified Mark) | CMC (Common Mark) | Self-Asserted BIMI |
| Trademark Required | Yes | No | No |
| Logo Use Requirement | No minimum | 1+ year | None |
| Google Blue Checkmark | Yes | No | No |
| Supported Providers | All major (Gmail, Yahoo) | Most major (Gmail, Yahoo) | Some (Yahoo, Fastmail) |
| Certificate Needed | Yes | Yes | No |
Steps to Implement BIMI Without a Trademark
- Ensure DMARC Compliance: Set your domain’s DMARC policy to “quarantine” or “reject” at 100% enforcement.
- Prepare a BIMI-Compliant Logo: Your logo must be in SVG Tiny PS format, square, and meet all BIMI technical requirements.
- Choose Your Path: Apply for a CMC if your logo has been in use for at least a year, or use a self-asserted record for partial support if you’re not ready for a certificate.
- Publish Your BIMI DNS Record: Add the appropriate TXT record to your DNS, referencing your logo and, if applicable, your CMC.
- Test and Monitor: Use BIMI testing tools to verify your setup and monitor logo display across email providers.
Common Pitfalls and How to Avoid Them
- Logo Not in Use Long Enough: CMCs require at least one year of logo use—gather sufficient evidence before applying.
- DMARC Not at Enforcement: BIMI will not work unless your DMARC policy is set to “quarantine” or “reject”.
- Expecting Full Coverage with Self-Asserted Records: Not all providers display logos without a certificate—verify which providers support your chosen method.
Final Checklist for BIMI Without a Trademark
- DMARC policy set to “quarantine” or “reject”: Ensure your domain’s DMARC policy is fully enforced for BIMI eligibility.
- Logo in SVG Tiny PS format, square, and compliant: Prepare your logo in SVG Tiny PS format, ensuring it is square and meets all BIMI technical requirements.
- Logo in use for at least one year (for CMC): Confirm your logo has been in continuous use for at least one year if applying for a CMC.
- CMC obtained from a recognized certificate authority (optional, but recommended): Acquire a Confirmed Mark Certificate from a trusted certificate authority to increase BIMI support.
- BIMI DNS TXT record published and tested: Publish your BIMI DNS TXT record and verify its functionality using BIMI testing tools.
Need help implementing BIMI without a registered trademark?
Contact our agents for expert guidance on CMCs, and BIMI best practices.
Find more answers in our VMC and BIMI FAQ section.
You can implement BIMI without a registered trademark by using a Common Mark Certificate or a self-asserted record—just ensure your DMARC and logo meet all technical requirements before you begin.
