yex, AKA HX

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


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?


John Pasden

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


  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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