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Vokuhila, Berlin

Contributed by Florian Hardwig on Nov 3rd, 2019. Artwork published in .
    August 2017
    Source: https://www.instagram.com John L Walters. License: All Rights Reserved.

    August 2017

    The hairdresser’s shop in Kastanienallee, Berlin-Prenzlauer Berg, has been in business for more than 70 years. In January 2000, it was rebranded as Vokuhila, which is short for vorne kurz, hinten lang (“front short, back long”) – the German term for the infamous mullet hairstyle.

    The visual identity is clearly rooted in a retro 1970s aesthetic. The logo shown on the shop sign, a bicycle rack, and the website features white letters on loud orange, taken from Motter Femina. The extrabold cursive was designed by Othmar Motter in 1973 and released by Letraset in 1980. The flower power look is further dialed up by replacing the i dot with a florette (✿).

    August 2017
    Source: https://www.flickr.com ohne menthol. License: CC BY-NC-SA.

    January 2009

    August 2017
    Source: https://www.flickr.com Nikki. License: CC BY-NC-ND.

    The illuminated sign at night, October 2006.

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    • Motter Femina

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    1 Comment on “Vokuhila, Berlin”

    1. Nov 5th, 2019  10:50 am

      Vokuhila is not the only hairdresser in Berlin who relies on Femina’s curly shapes. Here’s “Ihr Friseur” in Tegel.

      Photo: Google Street View, 2008.

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