Oftentimes for long-established companies, a rebrand can be a major undertaking. Existing fleets of trucks, uniforms, signage, and more all have to be updated. The team at Good N Gone Pest Control wanted to make a pivot now, while the company is still young, to avoid a more painful transition down the road.

And they wanted to swing big with this pivot, with a completely different identity. Meaning us helping them develop a new name, tagline, and logo to better reflect who they actually are and where they are going.

Good N Gone has a unique approach to customer service in their industry, and this really is what steered the creative direction for this project. We pitched several creative directions, but the one that landed most was the idea of the brand being inspired by retro midcentury design. This meant everything, from the brand’s font choices, shape language, this badge style logo, and more to evoke a time period associated with optimism, friendly old-fashioned hospitality, where people knew their neighbors, etc.

Brand marks are slightly less common in logos from this period, but we did feel it was still important to create a memorable icon Good N Gone could leverage for modern use-cases, like social media pictures, website favicons, and other small instances where the full badge style logo wouldn’t be appropriate or legible.

The idea was to create a double G that vaguely resembles a bug, that could also visually synergize with the name and tagline. The two Gs represent the words Good and Gone, and the arrows built into them communicate the idea of going in and getting the bugs out, nicely connecting to the new tagline of “The Pros Go In. The Pests Go Out!”

Good N Gone’s previous brand made it difficult to stand out in their current market, or expand into new ones. But now with their new brand identity, they’ve carved out a unique lane for the company that can set them up for future success.