Timeless Iceberg Identity for CHR

I’m ready to commission a complete, premium visual identity for CHR Mortgages, an independent New Zealand mortgage and financial-advice firm built on trust, clarity, care and effortless service. The brand’s philosophy is modelled on an iceberg: above the surface our clients experience calm simplicity, while below it deep expertise, systems and technology quietly do the heavy lifting. I need that single idea to be the unmistakable focal point of the identity.

What I’m looking for
• A minimalist logo that captures the iceberg concept in a fresh, innovative way—no busy illustration, just clean, considered forms that feel timeless.
• A refined colour palette exploring greys, stone grey, glacial blue, white and charcoal. Please avoid pure black-and-white combos as well as navy with gold to keep distance from close competitors.
• A cohesive set of assets: primary logo, secondary lock-up or sub-mark, clear space rules, colour and type specifications, and basic usage guidelines delivered in an easy-to-follow brand sheet.
• Final artwork supplied in vector (AI/SVG) plus high-res PNG and PDF versions.

Acceptance criteria
1. Logo clearly reads “CHR Mortgages” and visually conveys the iceberg narrative at a glance.
2. Design remains legible and recognisable from business-card to billboard size.
3. Palette respects the stated colour limitations.
4. All files are supplied print-ready and digitally optimised.

If you love distilling complex stories into elegant marks and can bring a dash of innovation to a classic financial brand, I’d love to see your concept sketches and hear how you’d approach this project.