An ambigram is a word, art form or other symbolic representation, whose elements retain meaning when viewed or interpreted from a different direction, perspective, or orientation. Designing one takes time, creativity, and discernment as to what the viewer’s eye is to cognitively interpret.


That being said, when I recently ran across MACAW, I instantly fell in love with the simplicity and implied ambigram.  I say “implied” because while it isn’t a true ambigram (the “C” isn’t rendered so that it works to read upside down), the creative decision to make the first “A” upside down allows the eye to see the logo as if it were an ambigram.  This visual convention gives the logo a very strong symmetrical feel which gives it solidarity and stability.


MACAW is a code-savvy new web design tool that has emerged recently on the web-publishing scene within the last year after a very successful Kickstarter program.


In short, the logo is simple, all typographical, and smart.









Logo animation created by designer/illustrator Joe Ski