There is good news for new businesses who don’t want to go into the hassle of getting their logo trademarked for it to display in Gmail inboxes. The recent Google updates now allow brands with even Common Mark Certificates (CMCs) to display their BIMI logo!
Why is this a big advantage for businesses? Earlier Google required a VMC (Verified Mark Certificate) for BIMI logos to show in Gmail inboxes. VMC requires brand logos to be trademarked to establish authority, which is a time-consuming process on its own. On top of that, VMCs can leave quite a big hole in your pocket! On the other hand, CMCs are easier to obtain without the added effort of trademarking – making it a quicker and more viable option for many businesses.
Google’s Role in BIMI Adoption Expansion
Google has been one of the major pioneers in Brand Indicators for Message Identification (BIMI) adoption. Google started displaying brand avatars in customer inboxes as early as 2021. Since then, the BIMI adoption landscape has significantly expanded.
Let’s explore the recent Google changes for your brand logo to be displayed in Gmail inboxes:
Old Requirements
- DMARC implementation at enforcement
- Your brand logo in BIMI-compliant SVG format
- Verified Mark Certificate for your trademarked logo
- BIMI record configuration and logo upload
New Requirements
- DMARC implementation at enforcement
- Your brand logo in BIMI-compliant SVG format
- A Common Mark Certificate (CMC) or a VMC
- BIMI record configuration and logo upload
Summary of Recent Google Changes
As a part of Google’s recent BIMI-related developments:
- Google now supports Common Mark Certificates (CMCs) for BIMI logo display.
- For VMC users, Google has expanded its verification checkmark display to both mobile and desktop views, and in Gmail apps for both Android and iOS. This will gradually be rolled out in the upcoming weeks.
Primary Advantages of Google’s CMC
The primary advantage of using Google CMC for BIMI implementation is that there is now no requirement for getting your logo trademarked. CMCs are comparatively easier to obtain.
Disadvantages of Google’s CMC
With a VMC, senders will also get the blue BIMI verified checkmark, on top of their brand avatar display. CMC users will not get this feature and the verified checkmark will not appear for their emails.
What is a Common Mark Certificate (CMC)?
A Common Mark Certificate (CMC) is a type of digital certificate used to verify the ownership and authenticity of a logo or mark. It allows organizations to prove that they have been using a specific logo or brand mark for a defined period, typically for at least one year, even if the logo is not registered as a trademark. CMCs serve as a form of verification for non-trademarked logos, providing a layer of credibility and ownership without the legal protections of a trademark.
Steps to Get Your CMC for BIMI
- Logo Requirements: To apply for a CMC, businesses must ensure they have used their logo for at least one year.
- Email Authentication: Ensure your domain has implemented email authentication standards like DMARC, SPF, and DKIM. DMARC enforcement is required (p=quarantine or reject).
- Apply Through a Provider: CMCs can be obtained through trusted certificate authorities (CAs).
- Logo Validation: Your logo will be validated as part of the CMC issuance process, though this process is simpler and quicker than applying for a VMC.
Google’s CMC Vs VMC: Which One Is Better and Why?
| Comparison Parameters | VMC | CMC |
|---|---|---|
| Application Process | Time-consuming and expensive | Easier to obtain without the hassle of logo trademarking |
| Eligibility | Trademarked logo | Minimum 1 year of logo usage |
| BIMI Verification Mark | Includes verified checkmark and brand logo display | No checkmark verification, only brand logo display |
| Brand Credibility | A trademarked logo is a more credible display of brand authenticity through VMC | Logos without registered trademarks offer low brand credibility and authenticity |
Configure BIMI CMC Easily for Gmail with PowerDMARC
Your brand logo displayed in emails is a sign of enhanced trust for email recipients. It provides them with the confidence to click on your email without a second thought, or worrying about a phishing attempt.
PowerDMARC’s hosted BIMI feature is a boon for organizations and brands who wish to set up BIMI without any hassle. Our team of email authentication experts and automated processes for protocol implementation make the configuration process effortless. Moreover, our hosted BIMI supports CMC for easy logo display.
Email security goes beyond branding. For example, a retail e-commerce company recently leveraged automated penetration testing tools to enhance its customer care email security. These tools identified vulnerabilities in password policies and underscored the need for stronger authentication mechanisms. By implementing these measures, the company aligned with broader email security initiatives, ensuring compatibility with Apple-branded mail and reinforcing customer trust with consistent authentication and branding.
Display your brand logos in Gmail inboxes in no time with PowerDMARC’s hosted BIMI – contact us today!
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