Right Way Up, Upside Down - Ambigram Logos


Ambigram Logos

An ambigram is a form of art or typographical design which can be seen or read the same way if viewed from another direction or orientation. A classic demonstration of this is a 180 degree symmetric rotation which means it reads the same upside down.

Ambigrams are particularly effective when used with small words and are powerful when used in branding, especially when printed on 3D products. A symmetrical appearance can give a well balanced and iconic quality to a brand. It also makes a brand more flexible.

Part of River Island’s branding includes an ambigram, using the initials RI which appear the same both ways up. Because of the symmetry of this, it is more flexible and aesthetically attractive and thus is used on fashion items such as bags as part of the design.


Perhaps a 180 degrees ambigram would be in good use on the back of a laptop. Apple’s logo was originally upside down on a laptop to the onlooker but the right way up when the laptop lid was closed. This was so that the user wouldn’t have trouble knowing which way to open the laptop. However, Apple changed their mind about this and in recent years have opted for appearance over a few seconds spent working out which way a laptop opens.

Here are some more ambigram logos for your inspiration:



Disclaimer: We are not attempting to take any credit for the above work – we have had nothing to do with any of the designs shown. If you have any questions regarding this please contact us.