Branding for a Pest Control Company
This was our first pest control logo design! The Birch Fumigators brand was such an amazing experience to work on. This pest control company is over 100 years old and this was their first time taking a serious look at branding. Did you know there aren’t even accurate statistics on how many companies are over 100 years old?
A company sees many iterations over 100 years. Even the language used in the pest control industry has changed. “Fumigators” and “fumigation” are very old terms that aren’t used anymore. Even the term “exterminator” is becoming less common. Especially as consumers are looking for more ethical ways to manage pests in their homes. This is why “pest control” is the accepted umbrella term. 
It is a unique challenge to marry 100 years of history with modern technology and awareness of the environment.
Birch Fumigators, prides itself on having an environmentally friendly approach to pest control. They offer all-natural solutions for both inside and outside your home. They are upfront about not being the cheapest, but they are the most thorough and offer many solutions for a multitude of pests. They take care of the problem, even if it means coming back and do not have a one-size-fits-all approach.
Brand Identity Objectives
Our goal with the Birch Fumigators pest control logo was to create a high-end, environmentally friendly brand and pest control logo. Within the brand, we wanted to reflect the long history of the company. It was important to us that while we highlighted the history of the company the brand would still be relevant to today’s consumers.
Target Audience
Birch’s high-ticket clients are people that want ongoing and preventative pest control for their homes. We targeted older, working moms (40-60) in affluent neighbourhoods in Edmonton and the surrounding area. These women are busy with their careers and managing their families. Women that take pride in their home, enjoy entertaining and want friends and family to feel comfortable when they are visiting. The ideal client for Birch Fumigators wants value; they are willing to pay for a high-quality service.
Design Solutions & Pest Control Logo
There are rarely opportunities to create effective historically inspired brands. Many business owners want to be modern or cutting edge (and often rightly so). It’s rare that we get to draw on a long business history, which was such an amazing opportunity we got with Birch.
We took inspiration from the Art Nouveau movement. Art Nouveau was an art movement at the turn of the 20th century (when Birch opened!). Art Nouveau was luxurious. Only upper-class people would’ve been able to afford the Art Nouveau, especially updates to their homes. Because Art Nouveau is associated with wealth, the brand has a high-end feel while still having roots in history. Art Nouveau was also a movement all about nature. It features natural lines, leaves, plants, and vines as motifs. This was a perfect solution for an environmentally friendly company! Colours, fonts and motifs for Birch were all taken directly from this era. We stayed within a monochromatic green colour palette. Green was very popular during the Art Nouveau movement, along with other earthy colours, and the occasional vibrant yellow or blue. Always shades found in nature. We opted to stick with monochromatic to be easy to use for our client, and to really double down on the eco-friendly aspect of their business.
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