VMC vs CMC: Which Certificate Should Your Brand Choose in 2025?

If your brand is preparing to display its logo in Gmail or Yahoo inboxes through BIMI (Brand Indicators for Message Identification), you’ve probably come across two acronyms:

VMC and CMC.

Both are digital certificates that prove your logo belongs to your organisation. Both are issued by trusted authorities.

But they’re not identical — and choosing the right one determines how your brand appears (or doesn’t appear) in inboxes.

So which certificate makes sense for your brand in 2025? Let’s break it down.

1️⃣ The shared foundation: authentication + trust

Before we compare VMC and CMC, let’s recall why certificates exist in the first place.

BIMI only works if your domain is fully authenticated — meaning you have:

✅ SPF (Sender Policy Framework) to authorise your mail servers,

✅ DKIM (DomainKeys Identified Mail) to sign your emails,

✅ DMARC (Domain-based Message Authentication, Reporting & Conformance) set to “quarantine” or “reject.”

This authentication layer stops spoofing. The certificate layer (VMC or CMC) proves brand identity.

That’s the magic formula behind BIMI:

Security proves the sender.

The certificate proves the brand.

Without one or the other, your logo won’t show.

2️⃣ What is a VMC (Verified Mark Certificate)?

A VMC (Verified Mark Certificate) is a digital certificate that confirms a company legally owns a registered trademark — and allows that company to display its verified logo in BIMI-enabled inboxes.

To obtain a VMC, you must:

• Have a registered trademark with a recognised office (e.g. EUIPO, USPTO, UKIPO).

• Pass a verified identity check (usually using business registration and government ID).

• Host your logo in SVG Tiny P/S format on a secure HTTPS server.

• Use BIMI with enforced DMARC.

VMCs are currently issued by DigiCert, under the guidance of the AuthIndicators Working Group.

Advantages of VMCs:

• ✅ Highest level of verification (registered trademark required).

• ✅ Full logo display in Gmail with the blue verified checkmark.

• ✅ Supported by most mailbox providers implementing BIMI (Gmail, Yahoo, Apple Mail, Fastmail).

• ✅ Demonstrates robust brand ownership — often required by large enterprises and financial institutions.

Limitations:

• ❌ Trademark registration takes time and fees.

• ❌ Slightly higher cost

For brands with formal IP portfolios, a VMC is the gold standard — and the only certificate type that guarantees Gmail’s blue verification badge.

3️⃣ What is a CMC (Common Mark Certificate)?

The CMC (Common Mark Certificate) was introduced to make BIMI more accessible.

It extends verification to brands that don’t yet have a registered trademark, provided they can prove consistent prior use of their logo.

A CMC validates:

• The company’s identity and domain ownership,

• The consistency and usage history of the logo,

• And compliance with BIMI’s technical and security requirements.

Advantages of CMCs:

• ✅ Faster to obtain — no trademark registration needed.

• ✅ More affordable — typically 20 % cheaper than VMCs.

• ✅ Ideal for SMEs, startups, and brands in the process of trademark registration.

• ✅ Recognised by Yahoo, Apple Mail, and several European mailbox providers.

Limitations:

• ❌ Currently not supported by Gmail’s blue checkmark (Google only recognises VMCs).

• ❌ May require periodic revalidation or additional documentation for logo usage.

In short:

A CMC is your on-ramp to BIMI — a simpler, faster way to start showing your logo and building trust.

4️⃣ VMC vs CMC: a practical comparison

Feature	VMC (Verified Mark Certificate)	CMC (Common Mark Certificate)
Trademark required	✅ Yes	❌ No
Verification level	High (legal + organisational)	Medium (organisation + logo usage)
Gmail blue checkmark	✅ Supported	❌ Not yet supported
Ideal for	Large or trademarked brands	SMEs, startups, growing brands
Cost	~€900–€1,200/year	~€600–€800/year
Issuing authorities	Entrust, DigiCert, Sectigo	Sectigo (and others in 2025)
Speed of issuance	5–10 business days	1–5 business days
Global recognition	Very high	Growing
Maintenance	Annual renewal	Annual renewal / revalidation

Both certificates are fully BIMI-compliant.

The right choice depends on your maturity level in brand protection and your target inbox environments.

5️⃣ The strategic perspective: when to choose each

🔹 Choose 

VMC

 if:

• You already have (or are registering) a trademarked logo.

• You communicate with corporate or financial audiences who value verified identity.

• You prioritise Gmail compatibility and want the visible blue checkmark.

• You view BIMI as a long-term trust and compliance investment.

🔹 Choose 

CMC

 if:

• You’re a younger or scaling brand that hasn’t yet registered a trademark.

• You want to start benefiting from BIMI immediately, without waiting for IP registration.

• You mostly target non-Gmail inboxes or want to test BIMI’s performance first.

• You plan to upgrade to a VMC later (Bimimi.io handles seamless migration).

6️⃣ What changes in 2025

Until mid-2023, BIMI was mainly supported by Gmail and Yahoo.

But in 2025, adoption is accelerating — thanks to CMC compatibility and broader acceptance from European mailbox providers (e.g., La Poste, GMX, ProtonMail testing environments).

Additionally:

• The AuthIndicators Working Group is refining standards to ensure interoperability between VMCs and CMCs.

• Google’s ecosystem (including Workspace and Gmail Mobile) is increasing visibility of verified logos.

• The EU Digital Identity Regulation (eIDAS 2.0) will indirectly support brand verification frameworks like BIMI.

For global brands, this means that email verification is becoming as essential as HTTPS once was for websites.

7️⃣ How Bimimi.io helps you choose — and manage both

At Bimimi.io, we simplify the entire journey:

🔧 For VMCs:

• Trademark verification and document submission,

• Coordination with certificate authorities (Entrust, DigiCert, Sectigo),

• Full DNS and BIMI deployment assistance,

• Renewal and compliance management.

⚙️ For CMCs:

• Validation of logo usage and brand ownership,

• Rapid issuance and onboarding,

• Migration plan to VMC once trademark registration completes.

In short:

We make verified visibility effortless — whether you’re a startup or a global enterprise.

8️⃣ The bottom line

If you want…	Choose…
Maximum Gmail visibility & verified blue checkmark	VMC
Faster access to BIMI without trademark registration	CMC
A long-term trust asset for your brand	VMC
A cost-effective first step toward verified logos	CMC

Both VMC and CMC serve the same purpose: to make your brand visible, credible, and trusted inside inboxes.

The difference lies in how far along you are in your trust journey.

Conclusion

The padlock transformed web trust.

Now, verified logos are transforming inbox trust.

Whether you start with a CMC or commit to a VMC, the key is to start — before your competitors do.

At Bimimi.io, we handle every step so your emails look as legitimate as your brand deserves to be.

🔗 Compare and get your certificate today at bimimi.io