How to Write Good Brand Compliance Rules

Purpose

This guide explains how to write brand compliance rules that an automated agent can check against a single asset, such as an image, video frame, layout, or design.

The aim is not to rewrite your full brand guidelines. The aim is to write clear rules that tell the agent exactly what to inspect and what counts as compliant or non-compliant.

A strong rule is:

  • specific
  • visual
  • enforceable
  • self-contained
  • written for one asset at a time.

How the Agent Reads a Rule

The agent checks each rule against the asset independently.

For each rule, the agent needs to decide:

  • the asset follows the rule
  • the asset breaks the rule
  • the rule does not apply to this asset

This means a good rule should make the decision easy. It should tell the agent what visible evidence to look for.

Weak:

Icons must use the approved style.

This can cause confusion if the asset has no icons.

Better:

If icons are present: icons must use the approved outline style with a consistent 5 px stroke, no filled shapes, and only the approved icon colors: Black #000000 or Dark Grey #111111.

Anatomy of a Good Rule

Use this structure:

[If condition applies:] [subject] must/must not [requirement] [visible criteria, exact values, examples, or exception].

Examples:

If the logo is present: it must not be rotated from its original horizontal orientation.

If a gradient overlay is applied to a photo: it must be black, visibly fade out, and remain confined to the area behind the text.

Red must not be used as a brand color, except when red is the natural, functional, or regulatory color of a depicted object, such as a stop sign or warning label.

Principles for Writing Good Rules

1. Write Rules for One Asset at a Time

The agent reviews one asset in isolation. Avoid rules that require checking a full campaign, a complete asset set, or a submission package.

Weak:

The campaign must include one product image, one lifestyle image, and one technical image.

Better:

If the asset is a technical product image: the full product must be visible without cropping or obstruction, with key functional parts clearly shown; decorative blur, or close-up framing that hides the product are non-compliant.

2. Make Each Rule Check One Thing

Each rule should focus on one main visual requirement. If a rule checks several unrelated things, split it into separate rules.

Weak:

Images must use bright colors, natural light, authentic people, clean backgrounds, and enough space for text.

Better:

Rule 1:

Image lighting must appear natural or bright, with no heavy shadow coverage obscuring the main subject.

Rule 2:

People must appear candid and naturally engaged rather than visibly staged.

Rule 3:

The image must include calm, low-detail space near the frame edge when text is expected to be placed over the image.

3. Use Enforceable Language

Use “must” for requirements and “must not” for restrictions.

Avoid words like:

  • may
  • can
  • optional
  • recommended
  • allowed
  • preferred, unless the rule also explains what is required

Weak:

Secondary colors may be used as accents.

Better:

If secondary colors are used: they must appear only as accents and must not dominate (for example appear in more than 50% of) the background or main composition.

4. Make the Rule Visually Observable

The rule should describe something the agent can see in the asset: color, placement, logo treatment, text case, spacing, people, objects, background, lighting, composition, or visible text.

Weak:

The design must feel premium.

Better:

The design must use a clean composition with limited visual clutter, consistent spacing, and no decorative effects such as drop shadows, glows, or busy backgrounds.

5. Add Conditions When the Rule Only Applies Sometimes

If a rule only applies when something is visible or when the asset is a specific format, start with “If...”.

Good:

If the full-color logo is present: it must appear on an approved light background with sufficient contrast.

If a headline is present: it must not be written in all caps.

If icons are present: they must use a consistent stroke style.

6. Include Exact Values When Relevant

If the guideline provides exact values, include them in the rule.

Useful values include:

  • hex colors
  • minimum sizes
  • spacing values
  • ratios
  • angles
  • maximum or minimum counts

Weak:

Use the correct brand colors.

Better:

Dominant brand colors must come from the approved palette: Brand Blue #047DBA, Dark Blue #004656, White #FFFFFF, Green #90FFBB, and Yellow #E0FF48.

7. Explain Subjective Words With Visible Examples

Words like “authentic”, “dynamic”, “premium”, “clean”, “warm”, and “modern” are often useful brand language, but they are too broad on their own.

Add visible examples so the agent knows what to check.

Weak:

Photography must feel authentic.

Better:

People in photography must appear candid and naturally engaged with the activity, with relaxed posture, task-focused attention, or natural smiles; visibly staged model poses are non-compliant.

8. Keep Each Rule Self-Contained

The agent checks each rule separately. Do not assume it has read another rule first.

If a rule mentions a specific logo version, layout device, image type, or brand element, briefly explain it in the rule.

Weak:

The Open Door must not be rotated.

Better:

The Open Door framing device, the angled frame used around imagery or layout content, must not be rotated from its approved angle which is 45 degrees.

9. Avoid Hidden Context

Do not write rules that require information the agent cannot see in the asset, such as approval status, campaign strategy, intended audience, licensing, or whether a file was edited correctly.

Weak:

Alternative layouts must be approved by the brand team.

Better:

Layouts must keep the logo clear of headlines, body text, and other graphic elements.

10. Write for Confident Checking

Before saving a rule, ask: could someone look at one asset and clearly decide whether this rule is followed?

If the answer is no, make the rule more specific, add a condition, or split it into smaller rules.

Good vs Weak Rule Examples

Logo Misuse

Weak:

Do not misuse the logo.

Better:

The logo must not be stretched, compressed, skewed, or warped from its original proportions.

The logo must not have drop shadows, glows, textures, 3D effects, or other decorative effects applied.

Missing Condition

Weak:

The logo must appear on a white background.

Better:

If the full-color logo is present: it must appear on an approved light background such as white, light neutral, or a calm photographic area with sufficient contrast.

Vague Photography

Weak:

Photography must feel energetic.

Better:

Photography must show visible energy through at least one cue: active body movement, dynamic camera angle, directional light and shadow contrast, or product shown in operation.

Unclear Color Rule

Weak:

Backgrounds must use brand colors.

Better:

Background colors must come from the approved palette: Brand Blue #047DBA, Dark Blue #004656, White #FFFFFF, or Green #90FFBB.

Optional Wording

Weak:

Product images can include people.

Better:

If people appear in product images: they must be actively interacting with the product and must not distract from the product as the main subject.

Common Rule Types

Required Rule

Use when something must be true.

The primary product must be the dominant subject of the image.

Prohibited Rule

Use when something must not happen.

The logo must not be placed on a busy background, including high-contrast patterns, dense imagery, or detailed textures directly behind the logo.

Conditional Rule

Use when the rule only applies if a visible element or asset type is present.

If a headline is present: it must not be written in all caps.

Exception Rule

Use when a restriction has a clear exception.

Red must not be used as a brand color, except when red is the natural, functional, or regulatory color of a depicted object.

Avoid These Types of Rules

Brand Philosophy Without a Visual Check

Avoid:

Our brand is optimistic, human, and future-facing.

This is useful brand context, but it does not tell the agent what to inspect.

Approval or Process Rules

Avoid:

Contact the brand team before using alternative layouts.

The agent cannot verify approval status by looking at the asset.

Campaign or Asset-Set Rules

Avoid:

The campaign must include five images and two videos.

The agent checks one asset at a time, not the full campaign package.

Optional Permissions

Avoid:

The icon may be used as a decorative element.

Optional permission is not a compliance rule unless it includes a restriction.

Better:

If the icon is used as a decorative element: it must not overlap the logo, headline, or primary product.

Rules Based on Hidden Metadata

Avoid rules that require information not visible in the asset, such as file format, production workflow, license status, edit history, or approval history.

Category-Specific Guidance

CategoryGood Rules Usually Check
LogoApproved logo version, placement, clear space, minimum size, orientation, distortion, background contrast, prohibited effects
ColorApproved palette, dominant colors, restricted colors, background colors, accent color use, color combinations
TypographyVisible text case, punctuation, text effects, alignment, hierarchy, contrast, minimum readable size
LayoutAlignment, spacing, safe area, whitespace, overlap, grid behavior, visual hierarchy
PhotographySubject matter, product dominance, people, candid vs staged behavior, expression, lighting, camera angle, background complexity
IconographyIcon style, stroke weight, filled vs outlined construction, approved colors, consistency, placement
Brand VoiceVisible text only: headline style, tone, jargon, capitalization, punctuation, calls to action

 

 

Updated