How to align brand colors and accessibility contrast?

When brand colors fail accessibility contrast requirements, you have several options that preserve brand spirit while meeting WCAG AA standards (4.5:1 for normal text, 3:1 for large text). The first approach: create an accessible digital palette with adjusted versions of brand colors-slightly darker or more saturated versions that maintain family resemblance while achieving required contrast ratios.

Strategic color application helps: reserve challenging colors for accents where contrast matters less, while using accessible alternatives for text and critical UI elements. A pale brand blue might work beautifully as a background but fail as text color-use it as background, use dark blue or black for text. Test actual combinations using contrast checker tools (WebAIM, Colour Contrast Analyser).

For stubborn cases, negotiate with brand teams to expand the palette or approve digital-specific variants. Frame it as serving more customers, not compromising brand-because that's what it is. Document approved accessible alternatives so teams don't constantly reinvent solutions. Accessibility and brand excellence aren't in conflict; they're both aspects of professional communication. The solution is creative problem-solving, not choosing one over the other.