Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for Quest Diagnostics by InterbrandHealth
 

before

after

Noted Nov. 13, 2015 by Armin

Industry / Health Tags /

About

(Est. 1967) “Quest Diagnostics empowers people to take action to improve health outcomes. Derived from the world’s largest database of clinical lab results, our diagnostic insights reveal new avenues to identify and treat disease, inspire healthy behaviors and improve health care management. Quest annually serves one in three adult Americans and half the physicians and hospitals in the United States, and our 45,000 employees understand that, in the right hands and with the right context, our diagnostic insights can inspire actions that transform lives.”

Design by

InterbrandHealth (New York, NY)

Related links

N/A

Relevant quote
We developed the brand identity to convey the core idea: Quest delivers more than test results, it powers ACTIONS.

The new logo is simple, clean, and precise. It imparts a sense of confidence and focus, while generating energy and movement. The logo maintains the color green, the most prominent existing equity of the old Quest brand, yet the new green is embedded with a spark of illumination.

InterbrandHealth provided text

Images (opinion after)
New Logo and Identity for Quest Diagnostics by InterbrandHealth
New Logo and Identity for Quest Diagnostics by InterbrandHealth
Liveries.
New Logo and Identity for Quest Diagnostics by InterbrandHealth
Print materials.
New Logo and Identity for Quest Diagnostics by InterbrandHealth
Halftone burst detail.
New Logo and Identity for Quest Diagnostics by InterbrandHealth
Ideas for environmental graphics applications.
Brand video.
Opinion

The previous logo was such a 1980s design it's almost cool again. (But, no worries, it's not). The new logo takes multiple cues from it that don't quite add up to a good icon: the green has been olive-ized, the oval shape has been assigned to a "Q" bursting out of a circle, and the graphic sunburst has evolved into a gradient. The wordmark is sort of okay with the "Q" echoing the structure of the one on the icon. The sharp "t"s are too distracting because the arm sticks out far too much. The logo gets saved by the applications that are nice combinations of generous white space, logos large and cropped, and the introduction of a dynamic halftone sunburst as a graphic element (that I wish had found its way unto the logo). Overall, the identity does feel medicine-y but the logo could use another approach.

Your opinion…

On Icon


Total

On Wordmark


Total

On Application


Total
See what else happened on Brand New each year since publication began in 2006

Comments


Share ›

Spotted Around the web

New Logo for Wirecutter

New Logo for Wirecutter
 
Spotted Jun. 3, 2020

Pinned Recent, Big Stories


Curated THE ITALIC JOB

New Logo for Lifetime

New Logo for Lifetime
 
Posted Mar. 26, 2020
 
 

About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.

Typography

Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List