It's the law for your websites and online services to be accessible to all.
Sufficient colour contrast is a key part of visual accessibility.
Do your brand colours help you align with assessibility guidelines? Or do they back your organisation — and your designers — into a corner that means undermining these guidelines?
It can help to look at it like this:
Either your core brand colours need to show sufficient visual contrast when combined with other common colours online — black and white for example, or a secondary colour palette needs to be relied on for these visually contrastive combinations, or both!
It can be that simple.
A good brand and marketing agency will consider colour contrast and visual accessibility in their creative work. But traditionally brand identity shares a background with print design — not typically held responsible for scrutinising colour contrast ratios in the same way digital designers now are.
This is a problem
If sufficient contast isn't factored in early, brands are doomed to struggle to adhere to the law online.
And designers asked to produce work that follows accessibility guidelines, whilst also expected to keep to brand colours not prepared for visually contrastive combinations, have a contradiction to navigate!