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Quality marks intend to improve the quality of organisations and/or products and services by certification. Their scope, objectives and outcomes, however, vary. Therefore, it is necessary to match the objectives of a quality mark with the requirements of an educational organisation. Sometimes, the only outcome of a quality mark is the marketing effect. Quality marks, however, can start and maintain a quality development process in organisations. Therefore, the main research question is to design a quality mark that is adaptable to the requirements of organisations and takes the strengths of existing approaches into account. The Quality Mark E-Learning (Qualitatssiegel E-Learning, QSEL) is a holistic quality mark: it is derived from requirements of organisations and integrates existing approaches. It analyses the quality of an organisation and its products and services. In this article, the requirements for a holistic quality mark are derived. The paper shows how the quality development process can lead to a change process. The objective is to establish a learning, quality-aware organisation.