AI labelling
Every visual created or altered with AI carries the official EU label, visibly. The rule is the same for all brands and channels.
Mandatory for every visual created or altered with AI, whether it shows people, products or places and regardless of how much AI is involved. A real product photo placed on an AI background needs the label too. Only visuals without any AI get none; if in doubt, ask whoever created it. Legal basis is the EU AI Act, Article 50 with Article 3 (60).
Only exception: Teams and desktop backgrounds for employees carry no label, because they are used internally only. For campaigns, social, print, onsite and newsletters the rule applies without exception.
Always the official EU icon “AI” in a circle, regardless of the source material. Do not rebuild, recolour or distort it. Free download from the European Commission (digital-strategy.ec.europa.eu, EU icons for AI-generated content).
Digital: top, in social, onsite, newsletters and on screens. The default is top right. If a logo sits top right, for example a fixed partner logo, the label moves to the top left. Margin 0.8 × circle diameter. For stories and reels the margin starts below the profile bar. In print there is no fixed position: with no interface overlays and no fixed positions of other elements, the layout decides by visual flow and hierarchy. Size, minimum and clear visibility still apply.
Circle diameter 2.8 % of the square root of width × height. Example: 1080 × 1350 px gives about 34 px.
If the logo sits on the asset, the label is at most 0.85 × the ball diameter in the logo. The mandatory label never outgrows the brand mark.
At least 28 px digital and 3 mm in print. The minimum always wins, including over the maximum.
Semi-transparent version: white on dark, black on light backgrounds, measured where the label sits.
Set it in every output format, not only in the master, and right after generation.
These values are our house standard. The law sets no size, but requires the label to be perceivable without aids.