If you’ve ever put together your own logo using Canva, Microsoft Paint, or a free online generator, you’ll know the feeling — it works, technically, but something about it always feels a bit off. That was exactly the situation Middleton Pest Control found themselves in.

Their original logo — a crosshair and target wrapped around an ant, set in a curly script font — had done the job while the business was getting started. But as Middleton grew, the logo stopped matching the professionalism of the work they were actually doing. For a business that depends on customers trusting a stranger in their home, that gap mattered.

They came to MOMO Media wanting a real, professional logo design — something built to last, not just something that looked fine on a phone screen.

Why the Old Logo Wasn’t Working

The original design leaned on a crosshair and target — a visual shorthand so common in pest control that it does very little to help a business stand out. Pair that with a decorative script font, and the two elements ended up working against each other: aggressive imagery paired with an elegant, delicate typeface.

It also didn’t hold up at small sizes. Fine details and text curved around a circle look fine on a screen, but shrink it down to a favicon or an embroidered patch on a work shirt, and all of that detail disappears.

Related reading: What Makes Great Logo Design? A Business Owner’s Guide — we cover exactly this kind of issue, where a logo looks fine in isolation but fails the versatility test.

Designing a Logo That Does Double Duty

Instead of illustrating a literal bug, we built the new Middleton logo around one shape that carries two meanings at once:

A stylised pest silhouette — small antennae, wing-like side panels
A shield — an immediate, intuitive symbol of protection, which is exactly what a pest control service provides

Inside that shield sits a custom “M” monogram, built from vertical bars, giving the whole mark a badge-like, crest quality. It feels established and trustworthy — the opposite of home-made.

For the type, we paired a bold, modern display font for “MIDDLETON” with a lighter companion weight for “PEST CONTROL,” so the business name leads and the service description supports it.

This is the same thinking behind the 3 secrets of a good logo — simple, distinctive, and appropriate to the industry. A shield reads as protection instantly, without needing a single word of explanation.

A Complete Brand Toolkit, Not Just One File

Every logo design project we take on includes a full set of variations, and Middleton’s was no exception:

Primary full-colour logo
Reverse version for dark backgrounds
Landscape and stacked layouts
A logomark/badge version for icons, favicons, and embroidery

Out in the Real World

Since the rebrand, the new branding has shown up everywhere Middleton needs it to:

A new website built around the updated identity
The badge logo as vehicle signage on the work truck
Embroidered on uniforms for a consistent look on every job
Displayed while sponsoring a local sports team — putting the new brand in front of the wider community

That’s the real test of a logo — not how it looks on a design mockup, but how it performs once it’s out doing the job every day.

Thinking About a Rebrand?

If your current logo feels more “made in an afternoon” than “built for growth,” you’re not alone — and you don’t need to start from scratch to fix it. Explore our Logo Design Perth services to see how we approach a redesign, or read our guide on signs it’s time to redesign your logo to see if your business is due for an upgrade.