Brand design for all

Brand design for all: accessible brand design

Inclusion and diversity are increasingly taking centre stage in everyday life, albeit not quickly enough for many. As a result, accessible brand design is becoming not only a social responsibility, but also a strategic advantage. The question is no longer whether companies should deal with it, but how quickly they can act now to make their positioning as an open, inclusive company clear to the outside world, even before they are penalised by legislators or well-positioned competitors.

Why accessible brand design is important

Accessibility is no longer just an issue for public spaces. Companies that remove barriers are signalling that they welcome everyone. This is not only an act of social responsibility, but also a clear competitive advantage. According to a WHO study, around 16 per cent of the world's population live with a disability.(1) In Germany, there are around 7.9 million people with severe disabilities.(2) Imagine if you could address this target group directly and attract them to your company. However, barriers to the consumption of brand messages often lead to frustration rather than the desired brand experience.

Barrier-free design often affects the web, but not only: According to a test report by Aktion Mensch and Google, only a fifth of the most visited German web shops are accessible in parts: "A lack of contrast, illogical page layouts and distracting banners are common hurdles that make access difficult."(3)

Accessible brand design says something about your company

An accessible brand shows that your organisation stands for openness, respect and equality. Brand design should always reflect the values of a company or brand. Accessible branding signals that you take the needs of your customers seriously and are actively working to provide access for all. This strengthens trust in your brand and promotes customer loyalty. Conversely, "it even seems surprising that against the backdrop of the intensive debate on customer experience management, access to an optimal brand experience is clearly being blocked for numerous target groups.

The obligation to be online is coming

Incidentally, companies are not just missing out on the opportunity to reach more potential customers. "From 28 June 2025, companies with more than ten employees and a turnover of more than two million euros will be legally obliged to offer their digital products and services in an accessible manner."(3) Beyond the legal obligation, however, accessibility should be seen as a quality feature of modern companies. "It not only increases reach and user satisfaction, but also strengthens a company's image as a socially responsible and inclusive organisation."

What does accessible brand design actually mean?

Accessible brand design encompasses all aspects of visual and textual communication that ensure no one is excluded. This includes clear fonts, sufficient contrast, simple language, alternative texts for images and videos and user-friendly navigation on the website. The aim is to ensure that every interaction with the brand is accessible and understandable for everyone. Conflicts can also arise. Example of gendering: Gender language with an asterisk in the term is basically intended to integrate all addressees into the language, but causes difficulties with read-aloud functions for people with visual impairments. And of course, when it comes to brand designs, which are usually painstakingly developed, companies always have to ask themselves to what extent they should be reduced without losing recognition and impact. The best way to find out is to simply get started and test the changes with the target groups (see below).

Which touchpoints and which elements of a brand do I need to consider?

Accessibility affects all touchpoints of your brand, for example

• Website and online shop: These should be WCAG-compliant.(5)

• Product packaging: Clear labelling and Braille.

• Marketing materials: Subtitles and transcripts for videos, easy-to-understand language.

• Live event and live streaming: Sign language interpretation and live captioning.

• Physical locations: ramps, tactile guidance systems, acoustic signals.

Which brands are already doing it right?

Apple provides a good example of accessible design with the VoiceOver function on iPhones and iPads. This function enables blind people to use the devices. And with the Xbox Adaptive Controller, Microsoft shows how seriously the company takes accessibility and develops innovative solutions for it. These companies strengthened their brand values, opened up new market segments, and increased customer satisfaction. But of course, these examples are very high standards for small and medium-sized companies. Christiane Hackl cites the Kiekeberg Museum as a simple example for the web in her article on accessible branding. There she praises the simple conversion of the website to simple language and the change in font size for better readability(4).

How do I develop an accessible brand? Where is the best place to start if I have an existing brand design?

The first step is to comprehensively analyse your current brand design, identify weaknesses and develop a plan for implementation.

1. Evaluation: Identify the current barriers in your brand communication.

2. Training: Sensitise your employees to the topic of accessibility.

3. Adaptation: Revise your website, product packaging and marketing materials.

4. Testing: Have the new designs tested by people with disabilities.

5. Continuous improvement: Accessibility is an ongoing process.

Conclusion

Accessible brand design is not only an ethical obligation, but also a strategic necessity. Companies that embrace inclusion early on will benefit from a positive brand image, increased customer loyalty and an expanded customer base. Now is the time to act and position your company as a pioneer. Let's shape the future together - barrier-free and inclusive.

Sources and further links:

1. World Health Organization, 2024: https://iris.who.int/bitstream/handle/10665/376869/9789240094703-eng.pdf?sequence=1

2. German Federal Statistical Office: https://www.destatis.de/DE/Themen/Gesellschaft-Umwelt/Gesundheit/Behinderte-Menschen/_inhalt.html#119290

3. „Barrierefreiheit im Netz: Testbericht zeigt enormen Nachholbedarf auf deutschen Websites“ – Business Punk, Juli 2024, https://www.business-punk.com/2024/07/barrierefreiheit-im-netz-testbericht-zeigt-enormen-nachholbedarf-auf-deutschen-websites

4. „Barrierefreies Branding”, gehirngerecht, Mai 2024: https://gehirngerecht.digital/barrierefreies-branding/

5. Web Content Accessibility Guidelines 2.1 (WCAG 2.1). Der Beauftragte der Bundesregierung für Informationstechnik: https://www.barrierefreiheit-dienstekonsolidierung.bund.de/Webs/PB/DE/gesetze-und-richtlinien/wcag/wcag-node.html

• World Wide Web Consortium: https://www.w3.org/

• German Disability Council (Deutscher Behindertenrat): https://www.deutscher-behindertenrat.de/

• „Warum Barrierefreiheit?“, Business Punk, Mai 2023

• „Inklusion als Wettbewerbsvorteil“ – Harvard Business Review, Januar 2023