In many ways, the process of designing the new Sunquest Information Systems logo and overall branding was similar to the process that many corporations or individuals employ when rebranding. At Sunquest we began with introductory Q & A meetings including the important stakeholders to discuss overall goals, determine the general feel of the logo (serious or whimsical, classy or cutting-edge) determine a particular logo style (wordmark, iconic symbol, a combination of the two, or a more illustrative approach) and predict all or most use-case scenarios for the logo. Myself, along with the key stakeholders, knew we wanted the new logo and brand to represent an emphatic statement about our commitment to making health care smarter and patients safer globally through diagnostic innovation. In addition, we took into account that Sunquest is a market-leading, global organization with a community-wide approach and is focused on innovation. The primary takeaways discovered in the initial Q & A meetings, along with other aspects, had a direct relationship to the final logo design.