During a recent trip to New Zealand, I frequented a number of bars and restaurants – all in the name of research for our hospitality clients of course – and in one such craft beer house named Smith’s, saw this great example of an Ambigram logo.

You’ll have seen these type of logos before, but perhaps not known the name of such logos. For the uninitiated, an Ambigram logo is a typographical design that can be read as one or more words when turned, mirrored or displayed from various points of direction. They fall into one of several categories, the most popular being the rotational kind, in which a word can still be read when rotated, usually to 180 degrees.

I love this example for Smiths, and its gothic font works really well within the environment. If you can’t visit them in person (and I highly recommend their craft beer tasting trays) then you can visit their website here

Other examples you may be familiar with are this iconic 70’s pop group logo:

Or perhaps for those of you who like their speakers to be wireless, this company’s identity:

This last one is made even more interesting by the ‘amplification’ background, where the lines create an optical illusion of sound waves being emitted…a ‘happy accident’ according to the design team.

This kind of typographic play is not frequently used due to its difficulty, but when it is well done, it is sure to stick in the viewer's mind.

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