Creating the Aylis ambigram logo.

In April 2011, we launched a new brand identity for Aylis.  We thought we'd share the process we went through:

Before we begin, here is how our logo looked back in 2005 (left) and then its replacement as a refresh in 2010 (right).  The problem with it in our opinion was that the butterfly emblem didn't really serve any purpose other than to make the design more distinctive.  It didn't represent anything.

So we set about creating a new “wordmark” logo (text only, no emblem/icon).  Our first port of call was reaching out to font specialists, asking for opinions and suggestions.  It was during this process that we discovered the word “aylis” could be made into an ambigram.  An ambigram is a typographical design or art form that may be read as one or more words not only in its form as presented, but also from another viewpoint, direction, or orientation.  You can read more about ambigram's on Wikipedia and there's an active community at

Fueled by the ambigram concept, the next step we took was to invite a variety of external designers to suggest creative directions.  Our hope was that one or more of these suggestions would be the starting point of a final design.  This proved to be the case.

Full of inspiration, our in-house team set about refining the suggestion we believed had the most potential.

And finally, it was a case of drawing and redrawing every curve, playing with letter spacing and many other micro details until it was perfect (known internally as “Goldilocks Standard”).

We hope you enjoyed this article on our ambigram logo.  Check out our Logo Design and Custom Projects

Posted by Aylis  13/05/2011

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