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.