Intermediate
Open
Pro
A Rebrand Goes Wrong Because There Were No Tokens
A company rebrands its primary color from blue to a new teal. The engineering team is told "just find-and-replace the old blue hex code." Three weeks later, QA finds the new teal in most places, but the old blue is still showing in: a chart library's default series color (configured separately), several PDF-export templates, and a handful of inline styles in an older part of the codebase that used a slightly different hex code for what was visually "the same" blue.
- Explain, in terms of design tokens, exactly why this rebrand went wrong the way it did.
- What would have been different about this rollout if the product had a proper token system in place beforehand?
- Tokens alone don't fully solve this — name one thing a token system does not automatically fix, based on what happened with the chart library and PDF templates specifically.
Share this question