yex, AKA HX

13 Dec 2011

For the longest time, I wondered why 恒鑫茶饮 used the English name “yex.” Here’s the logo:

HX

Doesn’t it seem like “Heng Xin” or something related would make more sense for a company called 恒鑫茶饮? Eventually it dawned on me that “yex” is actually “HX” in “fancy lettering.”

Which one do you see?

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John Pasden

John is a Shanghai-based linguist and entrepreneur, founder of AllSet Learning.

Comments

  1. Worst. Font. Ever.

  2. are those oreo’s in milk tea on the poster on the right? slutty! but i’d try it. 🙂

  3. They just tried to form the letters on the eyes and the mouth of the cat but the boss didn’t want to put a clear X on the left eye.

  4. Yeah, that is not a good font. It’s like they found an amateur version of Coca-Cola’s Spencerian style font.

    In fact, it looked more like “YeQ” to me since the X is sort of like the ‘cursive Q’ I learned in grade school!

  5. Haha, I definitely see Yex. But even though I know it is HX now… I still have a hard time seeing it as an H…
    Also, I just read kimiik’s comment on how the letters form a face for the cat. I didn’t catch that either until I stared at it for a bit! Maybe that is just me, haha.

  6. I still read Yex despite knowing it’s HX, the ‘e’ can’t be unseen.

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