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Ruhland & Ruhland
Identity Start-Up
Jessica Hische, Brooklyn, New York
The Ruhland & Ruhland project is one that illustrates Jessica
Hische’s belief that referencing is fine—to a point. Slavish repeti-
tion of a historical style or overornamentation shows no creativity,
and it also reveals a lack of confidence in one’s own drawing skills.
Case in point: Felix Ruhland wanted to open a gourmet deli in
Germany that would do what delis do most everywhere else—pre-
pare sandwiches and offer foods from around the world. But delis
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