ambigram

An ambigram is a word, symbol, or design that remains readable as a word or reads as a different word when viewed from another orientation. The most common orientation is a 180-degree rotation, but ambigrams can also be designed to be read in a mirror, from multiple angles, or as two distinct words depending on how they are oriented. They are created through typography and graphic design techniques that exploit symmetry, ligatures, and negative space to preserve legibility across orientations.

The concept has older roots in decorative calligraphy and symmetrical scripts, but the term ambigram was popularized in the late 20th century by the American artist Scott Kim, who explored and expanded methods for constructing multi-directional wordforms. Modern ambigrams are typically categorized as rotational ambigrams (read when rotated 180 degrees), mirror or reflection ambigrams (read in a mirror), and bi- or multi-ambigrams (yielding two or more readings in different orientations).

Designers often work with a grid to align letters across orientations and craft letter shapes that transform into their counterparts when rotated or reflected. Ambigram creation may involve repositioning stems, modifying serifs, and integrating shared strokes so that each reading is visually coherent. Some ambigrams are engineered to be four-way readable, offering a consistent reading from multiple viewpoints.

Ambigrams find uses in branding, logos, puzzles, book and album artwork, and tattoos, as well as in graphic design and puzzle communities. They gained broader attention through popular culture, including appearances in novels and media that feature ambigram artistry. Not all words or phrases can be turned into effective ambigrams, and readability often depends on typeface, size, and viewing angle.