Steps to Change Website Colors to Align with a Brand Refresh

When a business refreshes its brand, changing every color on its website in one pass can affect buttons, forms, and other elements in unintended ways. A safer approach is to define the scope, map the old colors to the new ones, and test the result before and after launch. This article walks through the practical steps for updating an existing website while retaining familiar interactions.

Approve the new colors and define what must change

Start with the final, approved brand guidelines. Confirm which colors are authorized for the new logo and website, as well as any combinations that are prohibited. Do not present an unapproved variation as an official brand color.

Next, identify where the existing colors are used. Review the header, footer, headings, links, buttons, forms, notices, and charts. Also check downloadable documents and logos embedded in images. Separate elements that only need a new color value from those that require replacement artwork or updated wording.

Assign each item a status such as “keep,” “change to a new color,” or “review separately.” For example, changing the brand accent color does not automatically mean changing the color used to identify errors. Preserve the meaning and readability of status indicators.

Map the old and new palettes by interface role

Consider a fictional business services website moving from blue to a deep teal as part of a brand refresh. HEX (hexadecimal) is a base-16 notation for specifying the red, green, and blue components of a color. The colors below are illustrative rather than the approved palette of an actual business.

The contrast ratio between the new body text ■#223D37 and page background ■#F3F9F6 is approximately 11.00:1. White button text ■#FFFFFF against the new teal background ■#126458 has a ratio of approximately 7.02:1. In the hover state, white text ■#FFFFFF against the darker background ■#0E554C reaches approximately 8.67:1. All three exceed the 4.5:1 requirement for normal-sized text under WCAG (Web Content Accessibility Guidelines). These calculations apply to the stated opaque pairs; actual layouts and overlays still need testing.

In CSS (Cascading Style Sheets, which controls the visual presentation of a webpage), avoid replacing every occurrence of an old color without checking its use. Instead, update CSS custom properties such as --color-page and --color-action according to their roles. Custom properties are named, reusable values. The mapping table can also help locate special pages where the old color may still appear.

Test the rollout and review the site after launch

1. Preserve the previous design: Save the old color inventory and screenshots, decide who will publish the change, and document how to roll it back.
2. Compare representative pages: In a test environment, inspect the homepage, listings, detail pages, forms, completion screens, and error screens. Test mobile layouts, hover (when a pointer is over a control), and focus (when a control receives keyboard or similar input).
3. Check text and interactive elements: Under WCAG, normal-sized text generally needs a contrast ratio of at least 4.5:1. Essential visual information in controls or icons generally needs at least 3:1 against adjacent colors, subject to applicable exceptions. Use labels or shapes alongside colors to communicate states.
4. Coordinate the launch: Check shared site components, images, and downloadable material for outdated branding, and coordinate the switch with the responsible teams.
5. Verify after release: Test key pages and actions on actual devices. If issues appear, use the agreed rollback procedure. Record fixes and the final approved palette.

A successful brand refresh involves more than a different visual impression. Preserve the purpose of each color and the meaning of interface states while updating the site in a planned, verifiable way.