Brand palettes, logos and identity decisions on real client projects, tested against how the web actually renders them.
A brand lives or dies by how it renders. A palette that looks considered in a PDF can fall apart on a real website, where its accent colour fails contrast on every button and its subtle grey disappears on an off-white ground. The web is where most people meet a brand now, so the web's constraints belong in the branding conversation from day one.
Our branding articles come at identity from the build side: the palette audits we run at kickoff, the reference-site measurements that settle taste arguments with numbers, and the small structural choices, type, tokens, logo treatments, that make an identity hold together across a whole site. Real client cases throughout, with the figures left in.
At kickoff, a new client's brief specified navy #0F2744, silver #8A9199 and accent orange #F58220. We contrast-tested the palette before designing anything: the orange measured 2.59:1 on white and failed WCAG 2.2 AA twice over. Here is the full audit with every number intact, what measuring his five reference sites revealed, and how to test your own brand colours before they cost you a redesign.
Press Forge
