This is one for the type geeks.
When Zynga, the online gaming powerhouse, entered China it needed a local identity that reflected the playfulness and fun its brand is known for around the world.
To communicate that within a wordmark takes crafting. And recrafting. Until it is just right.
There are two key things that make the custom-crafted Chinese typography here work.
The first is balance; achieved by echoing the line weights, the angles of the spines, and the baseline and x-line in the English typography.
The second is personality, with a playful Z embedded into the 星 character, and subtle rounded corners on the bottom strokes that match the front paws of Zinga, the bulldog the company was named after.
Yes, we really do think about detail down to this level because it all adds up.