Transforming Quest Diagnostics
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 reimagine Diagnostics, and elevate their value in the minds of all audiences. While working at Interbrand Health, I was leading the creative development together with a team of designers and writers. The new identity conveys the core promise: 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. 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 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.