I'm always enjoy drawing Song type, never feel bored because it is such a classic letterform, great step of Hanzi type style evolving towards modern technologies. I'm also disappointed since Song type is not really welcomed by the public in China since it looks old-fashioned to them. Te offer from LOOVVOOL turned on my desire again. Initially the Latin lettering was already ready, for a luxury shoppingplaza located in China, but they still lacking a Chinese title. Hannes, design director at LOOVVOOL, and I decided to draw a matching Sung type for it. It ended up matching so well with the Latin inscription, the historical Song type of extra thin horizontal strokes and sharpened details.
But as I said mainland Chinese generally do not like the Song type part they think it looks boring and old-fashioned, so as the client. Luckily after the great effort of Valter, partner of LOOVVOOL, and their spokesman in China, the client finally agreed to take it as the plaza's giant sign and logotype.