We are actually looking for a Brand identity. It is certainly a logo (and associated artwork) but may be the basis for a branding system. the logo will illustrate the quality and durability of our products, (solid, tough, reliable, robust, appropriate) which are specifically designed for our target consumer group (very low income people in Africa (but probably later other countries including India)).
The primary audience are end consumers in the developing world (low level of education, mostly non or poorly English-speaking).
The secondary audience are businesses with whom we will be buying and selling, and intermediaries in both the western and developing world (high level of education, mostly English-speaking) (incl. China). For this latter audience we want to communicate credibility, reliability and professionalism.