Why did my draft fail a brand check?

What the score means, and how to fix the findings.

Every check starts at 100. Each error takes off 15 points and each warning 8. 85 or more is On-brand, 50 to 84 Needs a look, and below 50 is Off-brand.

• Language: a word on your avoid list. The finding names the word to use instead.
• Tone: exclamation marks in a headline, if your brand doesn’t use them.
• Colour: a colour that isn’t in your palette, or a near miss of one that is.
• Contrast: text too faint to read on its background.
• Logo: a logo on a photo without an overlay.
• Your rules: a banned word, a missing required word, too many words, emoji or capitals.

Most findings come with a fix you can apply in one click on Check. If a finding is wrong, the rule probably needs adjusting: change it on Brand › Voice, or remove the word from your avoid list.