As our customers are the higher end of overland travellers and our suppliers only the very top end of their categories, the logo needs to reflect this with a clean look and feel. It should look good in black on white, and white on black. The words of the logo need to be able to stand alone without the drawing (if you include a drawing in your design) in a smaller simplified version which we can use on small items such as cutlery, baggage, keyring, etc.
The logo should communicate our brand values.
We sell highly engineered products that enable rugged exploration, and come from a great history of exploring overland.
The items we sell and design will be no more than what is absolutely necessary to explore overland - and they must be completely reliable. To achieve this you need great design and top engineering. Minimalist functionalism.
The logo needs to convey long lasting, functional, simple, high quality. Overland travel involves travelling in your vehicle across harsh terrain to beautiful places. Equipment must be very robust and reliable, but also light and beautiful. Every piece of equipment you take is a major choice as you need to be able to depend on it to work, and make your life more enjoyable on your trip.
The logo needs to be able to work for us through time as The Overlanders evolves to encompass other overland lifestyle products. An overland traveller needs to take only what is really necessary on the trip with a few little luxuries. The overland traveller needs to be able to rely on the equipment he/she takes, so it needs to be well designed and strong yet light in weight. The logo should reflect this.