Rüd Progastro is a company focused on gastronomy supplies and company hygiene, based in Hilzingen, Germany, and since 1993 also in Thayngen, Switzerland. The logotype features Bob Newman’s Turtle, a Letraset release from 1971, complete with its ü umlaut that resembles the smiling eyes emoji (or is a modernist mermaid-with-child pictogram?).

It’s likely that Turtle has been in use since the company was founded by Roland Rüd in 1981. The logo definitely was around already in 2002. As of 2024, the secondary typeface of the visual identity is Frutiger.

On these banners, the umlaut has more space between the base letter and the dots.

“Competence in the washroom” – sticker advertising Rüd’s services