How strict are VMC logo requirements for trademarked logos with off-center text?

Summary

VMC logo requirements for trademarked logos with off-center text necessitate a close resemblance to the registered trademark, but pixel-perfect accuracy isn't always mandatory. Human judgment plays a role in the approval process. Minor adjustments like centering or adding padding for circular viewports can be acceptable. Consulting the VMC provider (e.g., Digicert) is crucial to understand specific internal policies and whether modifications are permissible. A Certified Mark Certificate (CMC) offers greater flexibility for logo variations and is often recommended. The logo file must be a valid SVG, and significant alterations risk rejection.

Key findings

  • Resemblance Over Exactness: The logo should closely resemble the trademark, but doesn't need to be pixel perfect.
  • Human Review: Human review allows for some flexibility in interpreting logo guidelines.
  • CMC Option: CMCs offer more flexible logo options than VMCs.
  • SVG Requirement: VMC Logos require an SVG file.
  • Padding: Consider adding padding to the logo as it may be shown inside a circle in MUAs.

Key considerations

  • VMC Provider Consultation: Always consult the VMC provider for their guidelines before making logo changes.
  • Trademark Recognition: Ensure any logo modifications maintain clear trademark recognition.
  • Minor Adjustments Only: If modifying, make small changes such as moving the text closer to the centre and adding padding.
  • Potential Rejection: Avoid drastic logo alterations as it can lead to VMC rejection.

What email marketers say
8Marketer opinions

VMC logo requirements for trademarked logos with off-center text are strict, necessitating close adherence to the registered trademark. However, slight variations, such as centering text or adding padding to avoid cropping in circular viewports, might be acceptable. A crucial alternative is considering a CMC (Certified Mark Certificate), which offers more flexibility in logo variations. Experts recommend consulting with the VMC provider (e.g., Digicert) or the certification authority before making any changes to ensure compliance and avoid rejection.

Key opinions

  • Strict Adherence: VMC logos must closely resemble the registered trademark.
  • Minor Adjustments: Small changes like centering text or adding padding can be acceptable.
  • CMC Alternative: CMCs provide more flexibility in logo variations compared to VMCs.
  • Consult Provider: Always consult with the VMC provider or certification authority before altering the logo.

Key considerations

  • Visual Representation: Ensure the logo remains a clear representation of your brand.
  • Square Format: Logos are typically displayed in a square format but cropped into a circle by MUAs (Mail User Agents).
  • Provider Guidelines: Adhere to the specific guidelines and policies of the VMC provider.
  • Potential Rejection: Drastic alterations to the logo can lead to rejection of the VMC.
Marketer view

Marketer from Email Geeks asks if a CMC was requested instead of a VMC as the modifications might qualify as a modified trademarked logo.

March 2023 - Email Geeks
Marketer view

Email marketer from EmailGeeks explains to ask the certification authority, prior to changing it, whether or not the logo deviations are OK.

November 2024 - EmailGeeks
Marketer view

Email marketer from Reddit shares that small adjustments to the logo, such as centering text, might be acceptable as long as the core branding remains recognizable. However, it's recommended to consult with the VMC provider beforehand.

July 2022 - Reddit
Marketer view

Marketer from Email Geeks explains to alter the logo to appear the way you want, and ask Digicert. They'll tell you if it's deviated too much.

June 2022 - Email Geeks
Marketer view

Marketer from Email Geeks explains that because the MUA crops the outer portion with a circular viewport you can make your outer edges a little larger to move the important bits to the center of the logo.

November 2022 - Email Geeks
Marketer view

Email marketer from StackOverflow explains that one should consider adding padding to the logo so that it isn't cropped unexpectedly due to the viewing circle.

February 2022 - StackOverflow
Marketer view

Email marketer from Entrust.com explains that a CMC can provide more flexibility and is more forgiving with logo variations.

June 2023 - Entrust.com
Marketer view

Email marketer from Valimail.com explains that your logo must be a visual representation of your brand, typically a square format, and should accurately reflect your trademarked logo. Slight variations might be acceptable, but drastic alterations could lead to rejection.

April 2022 - Valimail.com

What the experts say
5Expert opinions

Experts generally agree that while VMC logo compliance requires the logo to be obviously the same as the trademark, it doesn't need to be pixel-identical. A key suggestion is to consult directly with the VMC CA (Certificate Authority) or a Digicert sales representative to understand their internal policies before making any modifications. Furthermore, sticking with or switching to a CMC (Certified Mark Certificate) is recommended for greater logo flexibility.

Key opinions

  • Human Judgement: VMC logo compliance involves human judgment, allowing for some flexibility.
  • Direct Consultation: Consulting with the VMC CA or Digicert is crucial for understanding specific requirements.
  • CMC Flexibility: CMCs offer increased flexibility in logo presentation compared to strict VMC guidelines.

Key considerations

  • Trademark Similarity: The logo should be recognizably the same as the registered trademark.
  • Minimal Changes: If modifying the logo, make only very small changes.
  • Policy Awareness: Be aware of the internal policies of the VMC CA regarding logo variations.
Expert view

Expert from Spamresource explains that you should check the VMC CA's guidelines but you should stick with what you've got. Only make very small changes and check it out before doing it.

February 2024 - Spamresource
Expert view

Expert from Email Geeks explains that a CMC exists as an option in these circumstances.

February 2022 - Email Geeks
Expert view

Expert from Email Geeks suggests getting an authoritative answer from your Digicert sales representative about their internal policy before modifying the logo for VMC.

August 2024 - Email Geeks
Expert view

Expert from Word to the Wise explains that it's better to stick with a CMC, so you have more flexibility in the logo that you present.

July 2024 - Word to the Wise
Expert view

Expert from Email Geeks explains that the decision about VMC logo compliance is made by humans and as long as the logo is obviously the same as the trademark, rather than pixel identical, it should be fine.

April 2023 - Email Geeks

What the documentation says
3Technical articles

According to official documentation, VMC logo requirements mandate that the logo must precisely match the registered trademark. The logo file must be a valid SVG and any modifications should be minimal, ensuring the overall appearance remains consistent with the registered trademark.

Key findings

  • Match Trademark: The logo must be formatted to match the registered trademark.
  • Valid SVG: The logo file must be a valid SVG (Scalable Vector Graphics) format.
  • Minimal Changes: Any modifications to the logo should be minimal.

Key considerations

  • Visual Representation: Ensure the SVG logo is a clear visual representation of the trademark.
  • Consistent Appearance: Modifications should not significantly alter the overall appearance of the logo.
  • File Format: Using the correct SVG format is mandatory for VMC compliance.
Technical article

Documentation from BIMI Group explains that the VMC requires that you use a SVG file and the logo must be a visual representation of the trademark.

March 2023 - BIMI Group
Technical article

Documentation from DigiCert.com explains that your logo must format your logo so it matches your registered trademark.

September 2024 - DigiCert.com
Technical article

Documentation from Sectigo.com explains that the logo used for VMC must be a valid SVG file and closely resemble your trademarked logo. Modifications should be minimal and not significantly alter the overall appearance.

January 2025 - Sectigo.com