How do I implement a blue check mark on Gmail with BIMI and VMC?

Summary

Implementing a blue check mark in Gmail using BIMI and VMC involves several key steps. First, ensure your domain's email is authenticated with SPF, DKIM, and DMARC set to 'quarantine' or 'reject'. A Verified Mark Certificate (VMC) is essential for Gmail and confirms ownership of your trademarked logo, which must be obtained from an authorized Certificate Authority like DigiCert or Entrust. Create a BIMI DNS TXT record pointing to a secure (HTTPS) server hosting your square SVG logo. While some providers display BIMI logos without a VMC, Gmail requires one. The VMC costs vary, with initial domain costs higher than additional domains, and are validated against the logo and domain reputation. BIMI enhances brand recognition, improves deliverability, and protects against spoofing. Note there's no formal 'approval' process; eligibility depends on technical compliance and reputation.

Key findings

  • VMC for Gmail: A VMC is mandatory for displaying the blue check mark in Gmail.
  • Authentication Protocols: SPF, DKIM, and DMARC (set to 'quarantine' or 'reject') are prerequisites.
  • Trademark Necessity: The logo used must be a registered trademark.
  • Technical Requirements: BIMI requires a specific SVG logo format and HTTPS hosting.
  • Cost of VMC: VMC pricing varies and can be a significant ongoing expense.
  • BIMI Benefits: BIMI improves branding, deliverability, and email security.

Key considerations

  • Budgeting for VMC: Factor in the annual costs associated with obtaining and maintaining a VMC.
  • Trademark Protection: Ensure your logo is properly trademarked before starting the process.
  • Technical Expertise: Involve technical staff to correctly configure SPF, DKIM, and DMARC, and to set up the DNS records.
  • Domain Reputation: Maintain a good domain reputation to ensure BIMI validation.
  • Provider Differences: Be aware that implementation details and requirements may vary slightly across email providers.

What email marketers say
11Marketer opinions

Implementing a blue check mark in Gmail using BIMI (Brand Indicators for Message Identification) and VMC (Verified Mark Certificate) involves several steps and considerations. Key requirements include setting up SPF, DKIM, and DMARC email authentication protocols, obtaining a VMC from an authorized Certificate Authority after trademarking your brand logo, and creating a BIMI DNS TXT record that points to your hosted SVG logo file. While some mailbox providers may display BIMI logos without a VMC, Gmail specifically requires it. Costs for VMCs can range from $500 to $1500 annually, though implementation of BIMI itself can be free if authentication protocols are already in place. Implementing BIMI increases brand recognition, improves email deliverability, and protects against spoofing and phishing attacks. Eligibility for displaying the BIMI logo is based on technical and reputation factors rather than a formal approval process.

Key opinions

  • VMC Requirement: Gmail requires a VMC to display the BIMI logo, while other providers may not.
  • BIMI Setup Steps: Implementation involves trademarking, VMC acquisition, and BIMI DNS record setup.
  • Cost Variation: VMC costs vary, but BIMI setup is free if authentication is in place.
  • Benefits: BIMI improves brand recognition, deliverability, and security.
  • No Formal Approval: Eligibility is based on technical and reputation factors, not approval.

Key considerations

  • Trademark: Ensure your brand icon is trademarked before pursuing VMC.
  • VMC Costs: Factor in annual VMC costs, which can range significantly.
  • Technical Setup: Properly configure SPF, DKIM, and DMARC before implementing BIMI.
  • Logo Format: The BIMI logo must be a square SVG file hosted on HTTPS.
  • Provider Differences: Understand that logo display requirements can vary across email providers.
Marketer view

Email marketer from Reddit explains that VMC costs can vary between $500 to $1500 per year depending on the issuing Certificate Authority. Implementing BIMI itself is free, assuming you already have SPF, DKIM, and DMARC set up correctly.

November 2023 - Reddit
Marketer view

Email marketer from Validity explains that BIMI helps protect your brand from email spoofing and phishing attacks. A visible logo in the inbox increases customer confidence and engagement.

November 2021 - Validity
Marketer view

Marketer from Email Geeks shares that VMC costs $1299 for the first domain and $499 for any additional domains on the same logo at Entrust.

December 2024 - Email Geeks
Marketer view

Marketer from Email Geeks explains that Google requires a VMC to show a BIMI logo, but 'we' do not require a VMC.

July 2021 - Email Geeks
Marketer view

Marketer from Email Geeks explains that the check mark is a byproduct of the VMC, at least in Google and iCloud.

February 2023 - Email Geeks
Marketer view

Marketer from Email Geeks explains that there is no "approval" for mailbox providers who support BIMI; eligibility is based on technical and reputation factors.

October 2023 - Email Geeks
Marketer view

Email marketer from Mailhardener explains that BIMI requires a DNS TXT record that points to your SVG logo file hosted on a secure (HTTPS) server. The logo should be a square vector graphic.

February 2025 - Mailhardener
Marketer view

Marketer from Email Geeks explains that BIMI implementation isn't just for Google and also states they do as well.

August 2024 - Email Geeks
Marketer view

Email marketer from SparkPost shares that some mailbox providers like Yahoo and AOL might display your BIMI logo even without a VMC, but Gmail requires a VMC for logo display.

March 2025 - SparkPost
Marketer view

Marketer from Email Geeks shares the steps to implement BIMI, including trademarking the brand icon, getting a VMC, implementing BIMI and VMC setup on the server, and waiting for Google's approval.

January 2024 - Email Geeks
Marketer view

Email marketer from EmailDrips shares that implementing BIMI increases brand recognition and improves email deliverability rates as it gives an additional layer of trust.

September 2023 - EmailDrips

What the experts say
2Expert opinions

Implementing a blue check mark on Gmail through BIMI requires obtaining a Verified Mark Certificate (VMC) from authorized providers like DigiCert or Entrust, which verifies your logo. Equally crucial is ensuring proper email authentication through SPF, DKIM, and especially DMARC, which should be configured to either 'quarantine' or 'reject' to satisfy BIMI's requirements.

Key opinions

  • VMC is Essential: A VMC from an authorized provider is necessary for Gmail to display the blue check mark.
  • DMARC Configuration: DMARC must be set to 'quarantine' or 'reject' for BIMI to function correctly.
  • Authentication Foundation: BIMI builds upon SPF, DKIM, and DMARC for email authentication.

Key considerations

  • VMC Provider Choice: Selecting an appropriate VMC provider like DigiCert or Entrust.
  • DMARC Policy Impact: Understanding the implications of setting DMARC to 'quarantine' or 'reject' on email delivery.
  • Authentication Complexity: Ensuring that SPF, DKIM, and DMARC are properly configured before implementing BIMI.
Expert view

Expert from Word to the Wise shares that BIMI relies on DMARC, SPF, and DKIM for email authentication. Setting up DMARC to 'quarantine' or 'reject' is essential before you can implement BIMI and display your logo in supporting email clients.

September 2024 - Word to the Wise
Expert view

Expert from Spam Resource explains that to implement BIMI with a blue checkmark on Gmail, you need a VMC, which can be obtained from authorized providers like DigiCert or Entrust. The certificate verifies your logo and allows Gmail to display it.

June 2022 - Spam Resource

What the documentation says
5Technical articles

Implementing a blue check mark on Gmail with BIMI and VMC requires several steps, beginning with ensuring proper email authentication (SPF, DKIM, and DMARC set to 'quarantine' or 'reject'). A VMC, obtained from an authorized Certificate Authority like DigiCert or Entrust, is essential and confirms ownership of the brand logo and validates the legal entity. The logo intended for use must be a registered trademark. Finally, the logo must be in SVG format and accessible via HTTPS. Mailbox providers, like Gmail, validate the VMC against the logo and domain reputation to ensure BIMI compliance.

Key findings

  • Email Authentication: SPF, DKIM, and DMARC ('quarantine' or 'reject') are mandatory.
  • VMC Necessity: A valid VMC is required to verify logo ownership and legal entity.
  • Trademark Requirement: The logo used with the VMC must be a registered trademark.
  • Logo Format & Hosting: The logo must be in SVG format and hosted via HTTPS.
  • Gmail's BIMI Usage: Gmail uses BIMI to display brand logos with valid authentication and VMC.

Key considerations

  • Authentication Configuration: Proper configuration of SPF, DKIM, and DMARC is critical.
  • VMC Provider Selection: Choose an authorized Certificate Authority for VMC issuance.
  • Trademark Validation: Ensure the logo is officially trademarked.
  • Technical Compliance: Adhere to SVG format and HTTPS hosting requirements for the logo.
  • Reputation Management: Maintain a positive domain reputation for successful BIMI validation.
Technical article

Documentation from Red Sift explains that for BIMI to work, the SVG logo must be a specific format and accessible via HTTPS. Mailbox providers validate the VMC against the logo and domain reputation.

August 2021 - Red Sift
Technical article

Documentation from Google Workspace Admin Help explains that Gmail uses BIMI to display brand logos in recipients' inboxes. Ensure your domain has proper authentication (SPF, DKIM, DMARC) and a valid VMC.

May 2022 - Google Workspace Admin Help
Technical article

Documentation from DigiCert explains that a VMC (Verified Mark Certificate) confirms the ownership of your brand logo and needs to be issued by an authorized Certificate Authority (CA). It also confirms your legal entity and domain.

November 2024 - DigiCert
Technical article

Documentation from Entrust explains the necessity of a registered trademark for the logo you intend to use with your VMC. The trademark must be registered with a government trademark office.

May 2024 - Entrust
Technical article

Documentation from BIMI Group explains that to display the brand indicator, senders must authenticate their emails using SPF and DKIM. They also require a DMARC policy set to 'quarantine' or 'reject'.

May 2022 - BIMI Group