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.
Structure, Size & Negative
Elmor as a company is based on solid grounds. The products are high quality, manufactured locally and manually checked before any delivery is made. The new identity needed to reflect that.
All applications have the same grid, based off from the logo mark, weaved throughout. This creates a consistent and economical visual identity without much left to chance.
The logo mark itself is also designed on the same principle. There is a relation between the sizes of all of its elements.
This geometrical and mathematical background was a way to translate the precision and accuracy of Elmor products.
The icons are used for a variety types and purposes of the Elmor machines such, as sorting by colour or size, filling, counting etc. The icons are designed so that their visual appeal lies within their simplicity, functionality and clarity.
The Elmor pattern designs combine particles of different sizes, shades, colours and fills into a single graphic. Its abstract appearance creates a memorable brand language used in a variety of applications and formats. It can also accommodate additional colours.