I'm Tomer, a freelance digital project director. This work is for a client, so you'll enjoy fast, professional responses and not having to deal directly with them. You'll be able to focus on creating the best branding possible.
I've done a number of these contests before (here and on other platforms) and found that fast, honest communications are the key to producing high quality when working together.
1. I am truly open to your ideas - so please be creative, challenge the brief.
2. My take is that Hamerton's identity should be rooted in its history. It started from a steel workshop that the father worked and owned. That land was the initial real-estate from which they developed and grew; today it is run by his two sons and their kids. The name "Hamerton," was devised from the steel hammer. But it doesn't necessarily need to be in the logo.
3. They pride themselves on being a family business, which means to them: trust and the ability to serve their tenants personally and in a fast manner (as they don't need to go through red tape to get things approved/done).
You're welcome to visit their current site (you'll understand why they need a new everything): http://hamerton.co.il/
I'm also adding a images of their main building, the jewel in the crown, and some other stuff for you to better understand them. There's no need to use it unless you feel that you what to.
Good luck & let me know if you have any questions.