Qure It Pest Control Rebrand
From Brand Refresh to Stronger Market Positioning
QuRE IT is a pest management company offering safe, environmentally responsible services to health-conscious property and business owners. Unlike the typical pest control brand that leads with fear and eradication, QuRE IT focuses on prevention, education, and long-term client partnerships built on trust. Pest Control Brand – Brand Update.
Pugo Design Studio was brought in to build a brand identity that finally matched the quality and responsibility behind their services – and helped them stand out in a market dominated by loud, aggressive visual languages.
Client
QureIt Inc.
Industry
Pest Control Services
Scope
Brand Strategy, Creative Direction, Brand Identity, Logo Design, Social Media Kit, Corporate Identity
About The Brand
QuRE IT provides safe and environmentally responsible pest management services to health-conscious and quality-oriented customers as a highly dependable and environmentally-conscious expert in a customer-centered and innovative environment; helping them feel assured, thoroughly informed, and protected through the brand’s holistic, comprehensive, and personalized approach to pest control.
The Challenge
QuRE IT was delivering high-quality, thoughtful pest management – but their brand wasn’t telling that story. Their previous identity undersold their expertise, failed to resonate with their ideal clients, and blended into a crowded market rather than rising above it.
The key challenges were:
- A brand identity that didn't reflect the value of their services
- Difficulty standing out without using the fear-based visuals common in the industry
- A visual presence that didn't connect with health- and value-conscious clients
- No clear differentiation from competitors focused on eradication over prevention
Original Logo
The gap between how good the service was and how the brand was perceived was significant. That needed to change.
Brand Keywords
Pest Management
Pest Management
Environmentally Conscious
Health Conscious
Innovative
Comprehensive
Holistic
Personalized / Customer-Centric
Knowledgeable / Informative
Dependable
Brand Strategy & Positioning
Before any design work began, we needed to understand exactly where QuRE IT sat in the market, and where the real opportunity was. We mapped the competitive landscape with a Competitor Brand Positioning Map, plotting key players across two axes:
Affordable ↔ High-End and Serious ↔ Friendly, against Traditional ↔ Modern.
What we found was telling: nearly every competitor clustered in the same space, modern and serious, with loud primary colors (predominantly red), bold fonts, and aggressive visual language. Only Entech and Zero Pest Cebu had consistent, professional branding. The friendly, modern, high-end space? Almost completely empty.
That gap became the foundation for three strategic positioning directions, each grounded in QuRE IT’s values, their audience, and the competitive landscape. Rather than guessing, we wanted the client to choose based on strategy, not just preference.
Option 1
Reliable Boutique
Serious · Ultra-Modern · High-End
There are plenty of brands in the modern-serious quadrant, but none that fully own it. This direction would take QuRE IT a step further and position them as the future of pest management.
Dark backgrounds, neon-organic colors, bold abstract shapes balanced by nature imagery. A brand that competitors can’t catch up to.
The brand style is made up of bright colors for the focal point, contrasted with deep dark backgrounds. We will be using organic colors but leaning towards the neon and brighter spectrum. The shapes will be bold, abstract, and edgy. These will be balanced by organic imagery and images of nature and the outdoors.
Option 2
Naturally Traditional
Friendly · Traditional · Mid to High-End
No competitor occupies the traditional-friendly space. This direction would own that territory entirely, a warmer, more human brand centered on collaboration and care.
Soft-edged typography, muted organic palettes, familiar imagery. For a relationship-first audience, this direction would feel immediately reassuring.
The brand style is made up of curved and soft-edged fonts paired with muted organic colors. The imagery is subtle but familiar.
Option 3
Modern Optimist ✓Client's Choice
Friendly · Modern · Mid to High-End
While competitors cluster in the modern-serious quadrant, the modern-friendly space sits wide open. Modern Optimist positions QuRE IT as approachable and professional – warm, personable, and reliably expert. More personality than the bland; more polish than the loud
After evaluating all three, QuRE IT chose Modern Optimist. It captured everything they stand for – innovation with warmth, professionalism without coldness – and placed them in uncontested territory.
The brand style is made up of modern bold fonts with a colorful and organic color palette. The graphic elements are geometric and simple but still easily distinguishable. With this approach, the brand will be seen as the most innovative and modern without being too corporate.
The Plan
With the competitive landscape mapped and three directions on the table, QuRE IT made their call: Modern Optimist.
It fit on two fronts at once.
First, it was true to who they are. Their whole approach is built on prevention over eradication, education over fear, and long-term partnerships over one-time fixes. Modern Optimist didn’t ask them to perform a personality. It asked them to show up as themselves.
Second, no competitor had claimed that space. While the rest of the market crowded into the same modern-serious quadrant, the friendly-modern territory sat completely open. Stepping into it meant QuRE IT wouldn’t just stand out. They would own it.
With direction confirmed, the work shifted to design. The brief was clear: build a visual identity that is warm without being soft, modern without being cold, and distinctive enough to hold that ground for years.
The logo explorations began from there.
The Logo Proposals
With creative direction locked in, we developed multiple logo concepts – each exploring a different visual approach while staying true to the agreed brief.
The client selected a direction that resonated strongly with the brand’s values. From there, we went through refinement rounds – adjusting proportions, spacing, and details until the mark felt complete and ready.
Proposal 1
An abstract droplet symbolizing the high-quality chemicals used for pest treatment and management, combined with leaves to represent sustainable, environmentally safe solutions, while layered elements reflect the brand’s preventive and proactive approach to pest management.
Proposal 2
An abstract balance between environmentally conscious pest management and a knowledgeable, customer-focused approach, represented through a magnifying glass symbolizing close collaboration, careful assessment of client needs, and safe, targeted pest control rather than complete eradication.
Proposal 3
A shield symbolizes protection for homes and the environment through expert pest management, while an abstract leaf represents sustainable pest control and an earth-inspired graphic reflects a preventive, holistic approach to managing pests responsibly.
Proposal 4
Open hands symbolize management and collaboration with clients, while their sustainable-inspired form and softened leaf-like edges reflect a health-conscious and environmentally friendly approach. The circular overall shape represents the brand’s holistic method of pest management.
If it’s not attracting the right clients, not looking the part, or not standing out in your market, that’s not a branding problem. That’s a business problem. We fix it.
The Final Logo
The final QuRE IT logo is a clean, confident combination mark. The custom Q symbol functions as both a standalone icon and the visual anchor of the full wordmark – immediately recognizable, and built to perform at any size, across any format. The logo system includes four variations to ensure flexibility across every application
Before
After
Primary Logo
Full combination mark with “INCORPORATED.” The go-to for primary branded communications, marketing materials, and proposals
Standalone Icon
The Q symbol in a rounded square format. For app icons, profile images, and small-format applications.
Text Only
Text – Wordmark only, without the icon. Used where simplicity or space is needed.
Emblem Logo
A circular badge with “QURE IT INCORPORATED” arched around the symbol. Ideal for uniforms, embroidery, stamps, and compact applications.
A shield to protect homes and as well as the environment, through an expert approach to pest management.
An abstract leaf being protected by the shield to represent a sustainable method of pest control.
Letter Q
An earth-shaped graphic to symbolize preventive treatments to control pest while protecting the environment. The treatment uses a preventive and holistic method for pest management.
The Result
The QuRE IT rebrand transformed the company from a typical pest control provider into a trusted authority in quality pest management. The new identity highlights expertise, responsibility, and a health-conscious approach, helping the brand stand out while building long-term trust with the right audience through a purposeful and strategic visual system.
PANTONE 717 C
HEX #DB602A
CMYK: 10, 76, 98, 1
RGB: 219, 96, 42
PANTONE 534 C
HEX #003555
CMYK: 100, 78, 42, 35
RGB: 0, 53, 85
PANTONE BLACK C
HEX #1F2223
CMYK: 74, 66, 64, 72
RGB: 31, 34, 35
PANTONE 116 C
HEX #F7BD19
CMYK: 3, 26, 100, 0
RGB: 247, 189, 25
PANTONE 187 C
HEX #A11138
CMYK: 25, 100, 73, 19
RGB: 161, 17, 56
PANTONE 663 C
Hex #FFF9F3
CMYK: 0, 2, 3, 0
RGB: 255, 249, 243
Graphic Elements
The brand’s defining graphic element is a fluid wave shape – an organic, flowing curve that appears consistently across every layout. It softens the rigidity common in corporate pest control brands, creates a flexible and distinctive frame for content and imagery, and reinforces the brand’s nature-conscious values through its form alone.
Iconography
Your Services Deserve a Brand that matches them
We build brands grounded in strategy, not just aesthetics, so your identity works in the market, not just on a mood board. If your business delivers quality work but your brand doesn’t show it, that gap is costing you.
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