Using an Existing Trademark vs. Registering a New One Specifically for BIMI

BIMI requires your logo to be a registered trademark with a recognized intellectual property office to qualify for a Verified Mark Certificate (VMC), which is necessary for logo display in most major email clients like Gmail and Yahoo. The choice between using an existing trademark or registering a new one affects how quickly you can implement BIMI and the flexibility you have in logo selection.

• Faster Implementation: If your logo is already a registered trademark with a recognized office, you can proceed directly to VMC application and BIMI setup, saving months of waiting time.
• Cost-Effective: No additional trademark registration fees are required, reducing upfront costs.
• Brand Consistency: Using your established logo ensures continuity and recognition across all channels.
• Eligibility Check: Confirm your trademark is registered with an office accepted for VMC (e.g., USPTO, EUIPO, UK IPO, etc.) and that the logo matches the trademark registration exactly.

• Custom Logo for Email: If your current trademarked logo isn’t ideal for email display (e.g., too complex, not square, or lacks contrast), registering a new, BIMI-optimized logo is an option.
• Longer Timeline: Trademark registration can take 3–12 months or more, depending on the jurisdiction and whether you use fast-track options.
• Additional Costs: You’ll incur trademark registration fees and possibly legal costs, in addition to VMC expenses.
• Strategic Flexibility: Registering a new logo allows you to tailor your email branding without altering your main brand assets.

• Logo/Trademark Mismatch: The logo submitted for VMC must match the registered trademark exactly—any variation can cause rejection.
• Unrecognized Trademark Office: Only trademarks from approved offices are eligible for VMC. Check the latest list before proceeding.
• Delays in Registration: Trademark registration is not instant. Plan ahead if you need a new trademark for BIMI.
• Overlooking Brand Strategy: Ensure your chosen logo aligns with your overall brand identity and email marketing goals.

• Confirm Trademark Registration: Verify if your existing logo is a registered trademark with a recognized intellectual property office.
• Check Registration Status: Ensure the trademark registration is active and matches exactly the logo you intend to use for BIMI.
• Register a New Trademark if Needed: If you need to register a new trademark, design a BIMI-optimized logo and initiate the registration process early to avoid delays.
• Prepare for VMC Application: Once your trademark is confirmed, gather required documentation and begin the VMC application process.
• Align with Brand Strategy: Make sure your BIMI logo strategy supports your broader brand and email marketing objectives.

Find more answers in our VMC and BIMI FAQ section.

For the fastest BIMI implementation, use an existing trademarked logo if possible. If your current logo isn’t ideal, consider registering a new, BIMI-optimized trademark—just plan for extra time and costs.