Where you saw it: A certificate authority rejecting an application, a BIMI validator reporting the VMC as invalid, or Gmail not showing a logo that displays elsewhere.
Why it happens
- No registered trademark. A pending application does not qualify; the mark must be registered in a jurisdiction the issuers recognize.
- The logo does not match the trademark exactly. A redesign since registration is a common rejection reason.
- The SVG does not meet the required profile, which is checked during issuance as well as by mailbox providers.
- The certificate expired. VMCs are annual and renewal is not automatic.
- Organization verification failed, usually because registry details do not match the application.
The fix, in order
Confirm the trademark is registered and current
Check the registry for your jurisdiction. Pending applications do not qualify, and issuers recognize a specific set of registries.
Match the logo to the registration exactly
The SVG must be the mark as registered. A modernised version that differs from the filing will be rejected, however small the change.
Prepare the SVG to the right profile
SVG Tiny Portable/Secure, square, solid background, no scripts or external references. Issuers check this before they will sign anything.
Apply through one of the recognized authorities
Only a small number of certificate authorities issue VMCs. Expect organization verification, documentation and a wait measured in weeks.
Diarise the renewal
The certificate is annual. When it lapses, the Gmail logo disappears with no warning and no error anywhere in your own systems.
How to know it worked
The short version
- A BIMI validator reads the a= tag and reports the certificate as valid and current.
- A message to a Gmail address you control shows the logo.
- The expiry date is recorded somewhere a person will see it a month beforehand.
Questions people ask
How much does a VMC cost?
Enough to need a business case, charged annually, on top of the cost of registering and maintaining a trademark. Pricing varies by authority and is worth quoting before committing to BIMI.
Can I use BIMI without a VMC?
Yes, at providers that do not require one. Yahoo displays logos without a certificate. Gmail does not, and Gmail is usually the reason people want BIMI.
What if my logo is not trademarked?
Then a VMC is not available. Register the mark first, which takes months, or accept BIMI display only at the providers that do not require a certificate.