Country Base: USA
Industry/Sector/Keywords: Healthcare, Pharmaceuticals, Diagnostics, Medical Testing, Treatment
Below: Before and After Images in Slide Show, Video, Summary, Credits


Industry Setting/Challenge
70% of healthcare decisions are built on diagnostic tests, yet they are undervalued and seen as “just data” by physicians and providers.

As a whole, the industry was trending towards commoditization, and Quest Diagnostics was not differentiated, or standing out as unique in the marketplace.

Quest was determined to re-imagine Diagnostics, and elevate their value in the minds of all audiences.


Extensive research with industry professionals, physicians and patients, revealed that all stakeholders had a similar ask from Quest; “help me understand the issue, make decisions, and take action.”

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.

A series of “highlighting graphics” form the basis of the identity. Based on a grid, and representing all the data, people and insights that comprise Quest, the shapes scale symmetrically to open up spaces and create a composition that reveals answers. The overall expression is orderly, yet constantly transforming and illuminating.


The new brand reignited excitement internally and fueled new corporate partnerships. As a rollout initiative, brand training and launch events were held around the country. Coinciding with the launch of the brand, Quest opened the “Lab of the Future,” one of most technologically advanced facilities in the world that brought together expertise from across Quest’s portfolio under one roof. The physical space of the lab environment removes traditional silos, inspires collaboration among colleagues and the new identity inspires understanding and action.

“We’re not just redesigning our brand. We’re changing how people think about us—and diagnostics.”
Steve Rusckowski, CEO Quest Diagnostics.


Client: Quest Diagnostics –

Brand Strategists/Designers: InterbrandHealth –

Executive Creative Director: R. John Fidelino
Creative Director: Orna Navon
Design Director: Ben Solomon
Lior Vaturi
Matthias Kaeding
Katherine Knowles
Suzanne Martinez
Wes Wilkes
Meghann Fraser