Elmor is a specialized manufacturer of electronic counting systems for irregularly shaped small parts in the millimeter and submillimeter range: the Elmor seed counters. Although mostly used in the seed industry, an increasing part of Elmor customers come from other industries.

While Elmor machines are often referred to as “seed counters”, the reality is that they can be used to count, sort and process other small particles too. In the context of the Elmor logo mark redesign, this meant that using an obvious seed shape would have limited the flexibility of the new identity and exclude any non-seed applications. The circle shape was a logical choice.

A circle is suggestive enough to represent any small particles but is also abstract enough to not suggest any of them in particular. This makes a good fit as the identity successfully represents current as well as future applications of Elmor machines.

On the most apparent level, the elmor logo mark is a an ‘e’, the name initial. On another level the visual execution of the ‘e’ suggests small particles which relate to the business nature while evoking an electronic typeface.

The circle shape used throughout also plays an important role within the Elmor graphical language.