@ Tim. I agree that this is not a fantastic logo. Not inspiring or cornerstone of innovation. However I can see potential idea becoming something much better. As for cultural stereotyping with ‘camels’, I’m not sure. I think its very much entwined with the history of the area and business name and services.

Ultimately there’s so much potential in this logo. You’ve got east and west, you’ve got caravans, you’ve got exporting. Why, out of all this complex information did someone feel the need to throw in two camels. I have no idea where Kyrgyzstan is but as an Irish man, if someone threw a cliche like a potato or a greyhound into a logo I would shoot them.

It just smacks of cultural stereotyping with all signals pointing towards laziness.

I think the idea is strong – I like the subtle reference to ‘east/west travel’ with the camels and the use of the iconic mountains of Kyrgyzstan.

The rationale says ‘goods’, this suggests that it could be importing/exporting of more than ‘food’ (I could be wrong though). If not, referencing to something so specific creates limitations on the business and its services.

However I do agree that the delivery is weak. The ‘mash up’ of elements feel forced, vague, and disconnected with the original ideas. This needs much more refinement.

I don’t read ‘food’ at all. I didn’t see camels. I didn’t see mountains.

Start again!