Upon defining the mission, vision, target audience and intended reach of Iceberg Solutions, it was time to develop a visual for the brand. The professional logo had to communicate strength and authority without being aggressive and overpowering. It had to possess a refined quality, without being elegant. It had to be vibrant, yet not playful. Most importantly, it had to clearly express the Iceberg principle according to which only 10 percent of its mass is externally visible, but most of the substance is hidden and internal – representing that the source of success and sustainability in any realm of life comes from correctly developed internal structures.
We embarked on a very collaborative, yet efficient journey of taking the literal image of an iceberg and reducing to its most minimal lines. As we moved from paper to digital artboard the additional concept of a diamond entered the picture and resonated strongly with the client as it also represents solid internal substance and the necessity of refinement to reveal true value. The end results is a striking pictorial mark that marries two powerful strong iconic concepts for the Iceberg Solutions brand.