Hruby Werbetechnik
A branded car with the Hruby logo mounted on the roof, advertising their car branding services.
Hruby is a sign making and advertising company in Berlin-Kreuzberg, established as early as 1919. The current visual identity was designed by Nefas in 2005–2006, centered around Sibylle Hagmann’s Cholla Sans (Emigre, 1999).
The all-lowercase logotype exhibits heavily customized letterforms — bolder than Cholla Sans Bold, with shorter ascenders, rounder counters, and sharply cut stems towards the baseline. Cholla’s remarkably wide arm of ‘r’ was blended into an ‘ru’ ligature. Most notably, the diagonals in ‘y’ were replaced by a ‘u’ shape (with horizontal tail), probably to mirror the initial ‘h’ and to make the word mark more compact.
Corporate brochure
The website uses two weights of Emigre’s Cholla Sans webfonts. It was designed by Tobias Tacke in c. 2012.
