Country Base: USA
Industry/Sector/Keywords: Molecular Diagnostics, Research, Healthcare, Manufacturer, Pharmaceuticals, Infectious Disease Management and Control, Biology, Bone Health, Women
Below: Before and After Images in Slide Show, Summary, Credits


Industry Setting

Quidel Corporation is a global provider of rapid diagnostic testing solutions, cellular-based virology assays and molecular diagnostic systems.


Quidel Corporation started with QuickVue® a line of rapid diagnostic tests in 1994. By 2013 Quidel had grown with more diverse product lines, new technologies and company acquisitions. We needed to create an effective corporate umbrella for an already large and growing product line, corral haphazard product names, and create a series of visuals that represented a dynamic growing portfolio, with room to grow in any direction.

It was important to not alienate the group of customers that used the flagship QuickVue Brand, but to also be able to create a new vibrant story for new and upcoming products.


Quidel refers to itself as “The Diagnostic Continuum.” The company has been well known for choosing bright colors for each disease state (assay), and using the same color for each product. Influenza is blue, Strep A is purple, etc.… Our research uncovered the idea of using a spectrum (“A spectrum of color is a condition that is not limited to a specific set of values but can vary infinitely within a continuum“), as the umbrella that would support one colorful brand (QuickVue) and the creation of other brands based on illustrations.

The new brand incorporated the values of the company, and with a growing line of assays, an infinite number of colors to choose from. The brand adopted a differentiating position visually with art, each product represented by a modern rendering incorporating what was important with each product. The new strategy created a system of brand architecture that is modern, clean, and easily readable.


Quidel’s total revenues increased 23% to $96.2 million for the six-month period ended June 30, 2015, New product revenues increased 120% from the second quarter of 2014 to $6.9 million.


Client: Quidel –

Brand Strategists/Designers: Brook-Schwartz –