(110 votes, average: 3.15 out of 5)
Logo Of The Day Award Winner:

2010-06-28 | Kerben

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Kerben means caravan in Kyrgyz. Company brings goods from one country to another and sells. The concept is based on two camels looking east and west (the caravans of east and west). The mountains symbolise kyrgyzstan, so does the ornament and eyes.

Credits: Tolobek Nurdinov

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5 Comments to “2010-06-28 | Kerben”

Tim Phelan
Jun 28, 2010 at 6:27 pm

There’s a lot of complex things going on in this logo, conceptually and aesthetically it fails on all levels.

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

Start again!

Jun 28, 2010 at 8:36 pm

@ Tim Phelan – I disagree, in part.

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.

Tim Phelan
Jun 28, 2010 at 9:11 pm

Yes, those are all true points that I could perhaps have articulated had the title of this website from my twitter feed not said ‘logo of the day’.

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.

Jun 29, 2010 at 12:02 am

Kyrgyzstan is located in Central Asia, very mountainous. It is also one of the many places found on the ‘Great Silk Road’ – a network of caravan trading routes linking Asia and Europe, which served as one of the greatest mean of trade and dialogue between Western and Eastern cultures. More importantly, a majority of these servicing caravans were transported by camels.

@ 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.

Jul 1, 2010 at 11:47 am

The mark itself is decent in an abstract way, but the image of two camels and a mountain isn’t really coming through…