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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.

  1. Explain, in terms of design tokens, exactly why this rebrand went wrong the way it did.
  2. What would have been different about this rollout if the product had a proper token system in place beforehand?
  3. 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.

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