My primary design background is as a symbolic logo designer, so I begin with what I know: symbols. This ambigram has two-point rotation symmetry. By combining eternal form with the fire of inspiration, you create something that did not exist before. I’ve thought quite a bit about why I love this word-image hybrid, and I’ll set out here to uncover just what it is about the ambigram’s design and structure that makes it so captivating. This is something beyond the ambigram’s obviously clever construction. It reads as a word while also communicating a deeply familiar pattern. The ambigram is one of the few modern letterforms that engage both your intellect and intuition simultaneously. An ambigram takes on the same sort of life that a symbol does by connecting to nature, but how does it become its own entity, and such a visually lively one at that? To uncover this, we need to look at both parts of the ambigram: the word and the universal principle being expressed.
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