Vokuhila, Berlin
Contributed by Florian Hardwig on Nov 3rd, 2019. Artwork published in
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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 (✿).
January 2009
The illuminated sign at night, October 2006.
1 Comment on “Vokuhila, Berlin”
Vokuhila is not the only hairdresser in Berlin who relies on Femina’s curly shapes. Here’s “Ihr Friseur” in Tegel.