CMC vs. VMC: Which Email Certificate Does Your Brand Need?

Every day, brands fight for attention. But so do impersonators, phishing attacks, and lookalike scams.

That’s why inbox trust has become a visual game: it’s not just what your email says, but how your brand shows up when it lands.

One way to do this is by using visual trust indicators like brand logos and checkmarks in the inbox. Tools like BIMI, CMC, and VMC help make this possible. They display logo next to your emails, making your messages easier to recognize and harder to fake.

In this blog post, we explain the difference between CMC and VMC, covering how each certificate works, who should use them, what their key requirements are, and how to choose the right one.

Understanding Common Mark Certificates (CMC)

When it comes to your brand logo appearing next to your email in your inbox, like Gmail or Yahoo Mail, a Common Mark Certificate (CMC) can help. A CMC works with BIMI (Brand Indicators for Message Identification).

BIMI allows businesses to show their official logo next to email messages. This will help your emails stand out so people can instantly recognize the company the email is from. Let’s now take a closer look at the key aspects of a CMC.

What Is a Common Mark Certificate?

A Common Mark Certificate is a digital certificate that proves a business owns the logo linked to its domain. It is mainly meant for companies that do not have a registered trademark for their logo. It allows you to show your logo in supported inboxes without needing a verified trademark.

Who Issues the CMC?

DigiCert is the main authority that issues CMCs. They review your application and check if the logo belongs to your domain. Once they confirm everything, you receive the certificate, which you can then use with your email system.

What Is the Purpose of a CMC?

The goal of a Common Mark Certificate is to let businesses display their logo safely and correctly in emails. It helps prove that you own the logo, and it makes your brand more visible in email inboxes. Moreover, CMC is also a great option if your logo is not yet trademarked but you still want to build trust and look professional.

Key Requirements to Get a CMC

Before applying for a CMC, your business needs to meet the following conditions:

• DMARC enforcement: Your domain must have a DMARC policy set to either p=quarantine or p=reject. It helps block fake emails sent using your domain name.
• Logo in SVG format: Your logo must follow the strict SVG Tiny 1.2 Portable/Secure (Tiny PS) profile required by BIMI. It should be clean, square-shaped, and without unnecessary code.
• Domain ownership verification: You must prove that your business owns the domain connected to the email. This step helps stop impersonation.

Who Should Use a CMC?

This certificate is ideal for nonprofits, startups, or any brand in the trademark registration process. These businesses can still display their logos in emails using a CMC while working toward full trademark status.

Pro Tip:

Make sure your logo is simple and easy to see before you apply for a CMC. If your logo has too many small details, it might not show up clearly in email inboxes. A clean design looks better and stands out.

Verified Mark Certificates (VMC): The Standard for Gmail’s Blue Checkmark

A Verified Mark Certificate also referred to as a VMC is an important digital certificate for an organization to demonstrate that its official logo appears next to its email. A VMC certificate uses BIMI and helps your emails look more trustworthy and professional.

Using Gmail with BIMI gives your logo a blue checkmark next to your brand name, letting customers know your business is legitimate. Let’s take a closer look at some of the major aspects of VMC.

What Is a Verified Mark Certificate?

A Verified Mark Certificate proves that a company owns its logo and that the logo is legally trademarked. The logo must also match the domain from which the emails are sent. VMCs are not for everyone. Only companies that have completed trademark registration for their logo can apply. This certificate confirms that your brand is real, your logo is protected, and your email system follows best practices.

Who Can Issue a VMC?

Not all organizations can issue a VMC. Only approved Certificate Authorities (CAs) such as DigiCert are allowed to provide this type of certificate. They carry out a full review of your domain, your organization details, and your trademark. Once they confirm everything is in order, they issue the Verified Mark Certificate to your business.

What Are the VMC Requirements?

To obtain a Verified Mark Certificate for your company, you need to meet some strict requirements:

• DMARC Enforcement: You must have a DMARC policy p=quarantine or p=reject set on your domain. This protects you from spoofing and ensures that only authorized senders will be able to send emails from your domain.
• Trademarked Logo: The logo you would like to display must be in a registered trademark – pending applications will not qualify. You will need a trademark registration in order to get a Verified Mark Certificate.
• Domain and Organization Vetting: The certificate authority will verify that your company owns the domain and confirm that your company is legal, active, and registered. Applying for a VMC involves a multi-step validation, including legal verification and often a live identity check, which can take several days or weeks.

Why Is a VMC Certificate Important and Where Does It Work Best?

The primary purpose of a Verified Mark Certificate is to create visual trust. When your logo is displayed with a blue checkmark next to it in Gmail, your users will see that your brand has undergone a stringent verification process. Any additional layer of trust is valuable and will help keep your emails from being ignored or flagged as spam.

You must also note that VMC certificates work best in Gmail, where the blue checkmark clearly signals that the sender is verified.

How Does Your Brand Show Up in the Inbox?

CMC vs. VMC: A Detailed Comparison

By now, you should have a good understanding that CMC and VMC perform similar functions but have different conditions and levels of trust. To see some of these differences side by side, see the table below which lists key features.

CMC or VMC? How to Choose the Right Certificate for Your Brand Identity

Choosing between a Certified Mark Certificate (CMC) and a Verified Mark Certificate (VMC) depends on your business needs and goals.

1. For early-stage business: It makes sense to start with a CMC. This certificate helps your brand appear authentic without a big investment or complex setup.
2. For a marketing push: When you want your emails to catch attention, especially on Gmail, a VMC is more effective. It allows your brand logo to show in the inbox, which helps build trust with your audience.

In simple terms, begin with a CMC to establish trust and keep costs low. Then, upgrade to a VMC to boost brand visibility and protect your email reputation as your business grows.

The Bottomline

Both CMC and VMC certificates help your brand stand out by showing your logo in email inboxes. If your business is new or if your logo has not been trademarked yet, a CMC is an easy and low-cost way to appear trustworthy. Conversely, if you have an actual trademark registered and want to pursue a more established brand identity, specifically on Gmail, a VMC offers you more trustworthiness and visibility.

Still can’t decide? No worries. Our expert team can best explain the difference, check your eligibility, and guide you through the application process. Contact us today. We will make sure you choose the right certificate and set it up the right way for your brand.

Related Articles:

• How to Get the Blue Checkmark for Verified Emails in Gmail?
• DMARC Readiness for VMC Certificates to Display Brand Logo
• What is Email Phishing? Safety Measures, Importance and Awareness