How to Design for Dark Mode Without Losing Brand Identity

Why Dark Mode Matters

Dark mode is more than just a visual trend. It offers practical benefits such as:

• Reduced eye strain in low-light conditions
• Improved battery life on OLED screens
• Enhanced content readability for specific visual impairments
• Aesthetic preference among tech-savvy users

With more Indian users accessing mobile apps and websites late at night, providing a dark mode is increasingly becoming a necessity rather than a luxury.

The Branding Challenge with Dark Mode

Your brand is represented through a mix of colours, typography, visual elements, and overall tone. Light backgrounds have traditionally been the foundation of brand visuals, especially in India, where vibrant and colourful designs are common.

Shifting to dark mode means re-evaluating:

• Brand colours and contrast
• Iconography and logos
• Typography legibility
• Mood and visual consistency

Without thoughtful planning, your brand identity might get diluted or feel inconsistent. Here’s how you can avoid that.

Understand the Core of Your Brand Identity

Before jumping into the design, re-assess the foundation of your brand. Ask yourself:

• What are the primary brand colours?
• What feelings should your brand evoke?
• How do your visuals support those feelings?
• What elements must remain unchanged across themes?

By identifying non-negotiables—such as your logo treatment, key colours, or typographic tone—you can anchor your dark mode design without starting from scratch.

Adjust Your Colour Palette Strategically

A common mistake is to simply invert colours. That rarely works.

Instead, create a dark mode-specific colour palette by:

a) Choosing a New Background Base

Use shades like for a rich black without going full Pure black often looks too harsh.

b) Tweaking Brand Colours for Darkness

Vibrant colours like bright red or electric blue may look too intense on a dark background. Soften or desaturate them slightly for a more balanced look.

Example:
If your brand blue is you might use in dark mode.

c) Maintaining Accessibility

Ensure text and elements have enough contrast (minimum 4.5:1 ratio) for readability. Use tools like to validate colour combinations.

Modify Logos and Icons

In dark mode, your white or brightly coloured logo might blend into the background or appear glaring.

Logo Tips:

• Use SVGs for better scalability and theme-based adjustments
• Create a dark-mode version of your logo (with light text or outline)
• Avoid transparent PNGs that might lose visibility

Icon Tips:

• Use duotone or outline icons with high contrast
• Stick to a consistent icon style across both themes
• Avoid fully black icons—they’ll disappear in dark mode

Typography for Dark Mode

Text is central to user experience. Dark mode presents unique challenges with legibility and eye strain.

Best Practices:

• Use light greys instead of pure white for body text
• Maintain consistent font weights and sizes across modes
• Avoid overly thin fonts, as they are hard to read on dark backgrounds

Use Layering and Elevation Wisely

In light mode, shadows and elevations are created using darker tones. In dark mode, you do the opposite.

Use semi-transparent whites or soft glows to create layers and card elevations. Material Design, for instance, uses white overlays with varying opacities to simulate depth.

Keep Imagery and Graphics Brand-Consistent

Your images and illustrations also need attention:

• Avoid using bright background images that clash with the dark theme
• Opt for transparent PNGs or illustrations designed for dark backgrounds
• Use image overlays or gradients to make sure text on images remains readable

Allow Seamless Switching

Let users switch between light and dark modes manually, even if their system is set to a particular theme. This enhances user control and increases trust.

Use media queries like:

Also offer a toggle switch (with clear sun/moon icons), preferably stored with local storage or cookies for a persistent experience.

Test with Real Users

Before launching dark mode publicly:

• Run A/B tests to compare usability
• Collect feedback from users across devices (especially on low-end Androids popular in India)
• Check for accessibility compliance

Testing ensures your brand identity not only looks good but also works effectively.

Tools That Help You Design for Dark Mode

• Figma Plugins: Dark Mode Switch, Contrast Checker
• ColorZilla Chrome Extension: For checking contrast
• Adobe XD / Sketch: For component-based light/dark mode mockups
• Coolors.co: For generating dark mode colour palettes

Case Study: Indian App Example

Look at Paytm, a popular Indian mobile wallet app. When dark mode was introduced:

• Their signature blue was slightly adjusted for contrast
• Logos were optimised with outlines
• Backgrounds were made dark grey rather than pure black
• Icons and typography remained consistent with the light version

Conclusion

Designing for dark mode isn’t just about aesthetics—it’s about preserving your brand while delivering a modern, comfortable user experience. By taking the time to rework your palette, typography, icons, and layouts, you can create a dark mode that feels distinctly you.

Whether you’re designing an app for young users in Bangalore or an eCommerce platform for home shoppers in Delhi, adapting to dark mode thoughtfully will set your brand apart and make your product feel polished, modern, and user-friendly.

Want help designing your website or app in dark mode? Reach out for customised UI/UX support tailored for Indian audiences.