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.