(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.”
InterbrandHealth (New York, NY)
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)
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.