The logo should express the adventure portion of the business but also come across as professional so as to help instill trust in customers looking for a safe and experienced company with whom to travel.
Logo should contain the name Wet Desert Expeditions. Graphics, icons, etc. are up to you.
Most trips take place in the deserts of Nevada, California, and Arizona, so maybe use some desert photos to help come up with a color palette. Browns, reds, oranges and so on are good. Purple and pink, for example, are not.
If there is one thing I'd like to get across to everyone, it's that I have never seen a saguaro cactus outside of the Sonoran Desert, where we don't operate. So we would like to avoid having a saguaro in our logo. We understand that in a generic sense it very quickly gets across the idea of "desert," but to us it says "Sonoran Desert," and that's not at all what we want to say. If you are going to put in a plant I might suggest one of the Death Valley variety - Joshua Tree, Barrel Cactus, Mojave Yucca, Cholla Cactus, and so on. If you do put a saguaro in your design I'm not going to immediately throw it out, but I will probably ask for a modification.
Logo will be used for website, brochures, business cards, t-shirts, hats, etc. Colors are good but try to stay away from difficult-to-embroider gradients and things like that. Please DO NOT submit your logo design on a picture of a shirt or hat to show what it will look like - just submit the logo itself on a one color background (black, white, whatever).
Final design should be some kind of vector drawing so it can be resized.