Letter 'E' is shown as 3 horizontal lines. Human eye and brain could identify it as letter 'E' as human eye knows the context, name of the business has two 'E's in its name EMELL. Human eye and brain has performed 'contextual optical character recognition' to conclude that the three lines represent letter 'E'.
'EM' when pronounced, it produces the same sound as letter 'M'. Human eye and brain can decrypt 'EM' as letter 'M' using ' contextual text to sound to text translation'.
'ELL' when pronounced, it produces the same sound as letter 'L'. Human eye and brain can decrypt 'ELL' as letter 'L' using 'contextual text to sound to text translation'.
If contextual intelligence is applied, 'EMELL' can be decrypted as 'ML' and it is the abbreviation for 'Machine Learning'. Machine Learning is the most advanced computational method to mimic human intelligence. Hence the name and the logo.