Ambigram logo: true art of logo design

An ambigram (also sometimes called an inversion or flipscript) in a logo art is a  typographical design that reads even when upside-down or flipped horizontally. The word that is turned into an ambigram is not always a palindrome, although it may be. Sometimes the word spelled out from the alternate direction may read a different one.

Designing an ambigram logo requires time, patience, effort, and, of course, a lot of skill. Every ambigram logo is a work of art.

Of course, you may resort to the ambigram generators such as Flipscript or follow the WikiHow. However, creating an ambigram from scratch can take a lot of work. It is a work of trial and error. Good ambigram takes knowledge of typography and perception. That’s why a lot of top-ranking brands employ talented graphic designers to have a cool, remarkable and genius ambigram design.

John Langdon, an artist and an author of the notorious among designers book Wordplay outlines two major groups of ambigrams: symmetrical and asymmetrical.

Symmetrical ambigram types:

Rotational — These words read the same when inverted (rotated 180 degrees).

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Bilateral/Mirror Image — These words read the same when viewed from behind (if printed on a transparent surface) or seen in a mirror.

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Chain (Rotational) — These ambigrams cannot exist as one word alone, but depend on being linked to infinite repetitions of the word. They are created by dividing the word into different parts and designing each part as a rotation. They are best displayed in a circle or a spiral configuration.

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Chain (Bilateral) — These have the same linking properties as rotational chains, but read the same in a mirror, or from behind.

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Totems — In these ambigrams, the words read vertically, and have mirror-image symmetry.

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Asymmetrical ambigram types:

Symbiotograms — These ambigrams depict two words whose meanings are in complementary opposition — one viewed from each of two vantage points. They can be either rotational or bi-lateral.

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Figure/Ground Relationships — The negative spaces within the letter forms also read as letters. These are similar to the familiar illusion of the two profiles and the chalice.

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Oscillations — These words are designed to read as either of two words, depending on a perception shift.

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But the most used and widely recognized is the rotational kind where the word reads the same when it’s inverted.

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