What I'd like to see is a logo that has the spirit of the surf and skate companies (think Quiksilver, Volcom, Hurley, etc), with the feeling of the African bush country.
This logo will need to go on clothing, as well as on the website and equipment. Some of that will be burned into wood, embossed on leather and printed in black/white. Keep those thoughts in mind and try to figure out a way to create a distinctive logo that works in multiple environments.
The following words express the brand image we're looking for:
"adventure, tough, reliable, made-for-use, camping, outdoors, offroad"
Everyone, many good designs so far, and it's been less than 24hours. Keep in mind that this is more of a "man" brand, and that youshould be able to drag it through the mud and jump on it a coupletimes and it will still work just fine.
For the symbolism/icon, look to Africa-related symbols like cave art, animal symbols, tribal symbols, spears, etc.