.Updating a companies outdated flagship brand
Updating the well known and colorful company flagship brand.
KEEPING WHAT'S GOOD, CHANGING WHAT'S NOT.
A brand with a modern aesthetic, that stands out from the competition.
A WORKABLE BRAND SYSTEM THAT IS SUSTAINABLE, EASILY MANAGED AND MAINTAINED.
We were asked to rebrand the company's flagship brand – QuickVue – which was first introduced in 1994 – the brand had grown from its initial offerings for flu and hCG to a product line with a list of 34 assays, and multiple list of combo tests.
The brand centered around an outdated logo that didn't speak to the company's current brand which has a progressive, modern aesthetic. The logo was difficult to read, and had never been updated. The one clear aspect that had to be incorporated were the assay colors chosen for each test. Customers recognized "flu blue," or "strep red." and the importance of keeping the connection to the brand assay colors was important.
The new brand incorporates modern colorful portraits, and vibrant colors that connect to the assay color. With a growing line of assays, an infinite number of colors to choose from.
The assay color system in place.