"Of course, the main reason for a rebrand is not because a marketing director prefers a specific color or font. They are usually driven by market conditions, or as part of a major strategic overhaul, whether that is to appeal to new audiences, as part of a digital-first refresh, or if the business is acquired by a different company. However, one area that should be - but often isn't - at the center of any rebrand is accessibility."
"Why? Because if you are spending a significant amount of money on a new or refreshed brand, it is vital that it connects with as many people as possible. For example, the purpose of your rebrand may be that you want to attract a younger audience. However, a significant number of this audience may have some sort of accessibility need, often due to neurodiversity. So, if you don't meet these requirements, then your expensive new brand could fall flat."
Rebrands are typically driven by market shifts, strategic overhauls, audience targeting, digital-first aims, or acquisitions rather than personal designer preferences. Visual elements like color palettes, fonts, and imagery dominate discussions, yet accessibility often remains overlooked. Ensuring a refreshed brand connects with the broadest possible audience is essential, since target demographics can include many people with accessibility needs, such as neurodiverse individuals. Common accessibility guidance like WCAG helps with color contrast but exempts many brand elements and omits font choice. Brand design therefore must move beyond basic WCAG checks to fully integrate accessibility into identity decisions.
Read at The Drum
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