Gertrude Typeface by Ivan Velichko

Gertrude Typeface

A corporate font of Shuka by Ivan Velichko

Gertrude is a work in progress by Ivan Velichko since 2014, simultaneously a very private typeface and Shuka's corporate font. Gertrude offers an absurdist twist on Futura's modernist, decoration-free design. While the early twentieth century demanded such order, Gertrude breaks away from this apparent regularity. The font diverges: it cracks, crunches, tilts, and bends into italics. Uncomfortable, irrational narratives emerge through the punched strokes, disturbing in their inexplicability, echoing the latter half of the century and reflecting the wildness and inconsistency of the new order.

Ivan Velichko | Creative director, typeface author & designer

Aleksander Koltsov | Senior design director

Rodion Kitaev | Illustrations

Anastasia Belousova | Designer

Aleksandra Gerik | Designer

Dmitry Kozlyaev | Motion design director

Anton Gremyakov | Motion designer

Vasilii Kolesnik | Head of content

Katerina Shcherbakova | Lead content producer

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