Working within an identity.
WHAT BRAND PROVIDES
Colours Typefaces Tone Recognisable elements
WHAT IT SHOULD NOT DICTATE
Legibility compromises Interface conventions Usability
WHERE CONFLICT ARISES
A brand colour with insufficient contrast A display typeface unsuitable for body text Brand elements consuming space needed for content
WHAT TO DO
Use brand colours for identity and accent Use accessible neutrals for text Use the display typeface for headings only
WHAT TO PROPOSE WHEN A BRAND COLOUR FAILS CONTRAST
A darker or lighter variant for text use, keeping the original for identity.
WHY THAT IS ACCEPTABLE
Brand recognition survives. Illegible text does not serve the brand either.
WHAT TO ESTABLISH
Who decides when brand and usability conflict.
WHAT TO DOCUMENT
The accessible variants, so they are used consistently.
WHAT TO AVOID
Ignoring brand entirely Applying it so rigidly the interface fails
WHAT TO REMEMBER
A brand is served by an interface people can use.
