The city administration appealed to the association of architects "Veshch!" with a request to design a three-dimensional inscription "Penza". The architects wanted it not to be replicated "I love …", but something original, their own. Several options for volumetric letters were proposed, and it was decided to implement Anton Belov's project.
The prototypes of the volumetric letters were the symbol of Penza - the “Sprout” monument, the traditional features of architecture: a perspective portal, golden color, proportioning based on a cube. This connects the volumetric letters with the city, makes them both modern and traditional. In addition, the gold color fits well with the festive New Year decoration of the city.
Each letter contains a single U-shaped element, which created a complete composition and made it convenient to manufacture. Illumination is provided in the outer contour of the letters. The volumetric inscription is correctly read from two sides: on one side, the inscription "Penza" can be read while walking along the alley, on the other - driving along Lermontov Street.