Google recently announced support for Common Mark Certificates (CMCs) in BIMI. 

This has led to a lot of questions. We’re here to clear up the confusion around CMCs and BIMI.

If you don’t understand any points, please contact us. We’ll be happy to help. For now, learn more about CMCs and how they impact BIMI.

 

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What is BIMI?

BIMI (Brand Indicators for Message Identification) is a new email standard that improves email security and brand recognition. By combining DMARC, SPF, and DKIM, BIMI helps prevent email spoofing and enhances brand identity in email clients. BIMI implementation allows you to display your brand logo in your customers’ inboxes.

 

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What are Google’s recent BIMI changes?

Google recently announced they will no longer require a trademark: you can get BIMI with just a Common Mark Certificate (CMC) as long as your logo has been used for at least a year.

While Google has had BIMI support with a Verified Mark Certificate (VMC), with these changes, BIMI will be available on mobile and desktop with either a VMC or a CMC. Google’s blue checkmark, previously only available on webmail, will now be rolling out to mobile.

 

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What is a Verified Mark Certificate (VMC)?

A Verified Mark Certificate (VMC) is a digital certificate that allows organizations to display their trademarked logo in a recipient’s email inbox. VMCs are used as part of a BIMI record, which is a standard for Brand Indicators for Message Identification.

 

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What is a Common Mark Certificate (CMC)?

CMCs enable companies to display their logo alongside their emails in the inbox, even before the email is opened. This logo confirms that your DMARC status is active and authenticates your organization’s identity. Unlike VMCs, CMCs don’t require your logo to be a registered trademark.

 

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What is the main difference between VMC and CMC?

The key difference between CMCs and VMCs lies in trademark requirements:

• CMCs don’t necessitate a trademarked logo, while VMCs do. This means that with a CMC, you won’t get the blue checkmark from Google.
• VMC logos must match exact database entries, whereas minor modifications are allowed for CMC logos.

	Blue Checkmark Webmail	Blue Checkmark Mobile	Logo Variation	Mobile
VMC	Yes	Yes	No	Yes
CMC	No	No	Yes	Yes

 

How do I choose between the VMC and CMC?

Eligibility:

• VMC: Requires a trademarked logo that fits within a specific size and shape.
• CMC: Requires a logo that’s been used for at least a year, but doesn’t need to be trademarked.

Key Differences:

Feature	VMC	CMC
Logo and Verification	Logo with Google’s blue checkmark	Logo without blue checkmark
Security Level	Highest	High
Ease of Acquisition	More complex, requires trademark	Simpler, doesn’t require trademark

We can help. If you want to fast-track your BIMI implementation, we’ll help you determine which one is right for you and then help you acquire and manage the process for getting either a VMC or CMC.

 

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What inbox providers support CMC vs. VMC?

Here’s a breakdown of major inbox providers that support BIMI, along with their requirements for VMCs and CMCs:

Inbox Provider	VMC (Trademark Logo)	CMC (Logo with 1 Year Use)
Google	Yes	Yes
Yahoo	Yes	Yes
Apple	Yes	Yes

For a more comprehensive list of supported inbox providers, please refer to this link.

 

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How do CMCs prevent impersonation, given a trademark is not required?

Even without a trademark, CMCs still have a robust verification process. This includes confirming your logo’s uniqueness, its usage history, domain ownership, email authentication, and the identity and authority of the person applying for the certificate. These measures help prevent impersonation and ensure the legitimacy of your brand.