ELM & Co. is a bespoke furniture making company based in Nashville, TN. As a husband and wife pair one of which a practicing woodworker, the other a 20+ year retail operator, they decided to finally make the leap to start a business together. They wanted a brand that was uniquely the two of them and emphasized both their relationship with each other and their relationships built with their clients.
The logo is inspired by the structural and measured aspects of the work ELM & Co. does. It’s created from straight lines and perfect circles, all the forms fitting snugly together nodding toward wood joinery. The mark features a characteristic ampersand, which is utilized as a motif for the brand to echo the collaborative nature of the company both in their partnership as a duo and the partnership they form with each client. This ampersand partnership motif continues throughout the system as a backbone of the branding.
