The text can also consist of a few words, and the the text spelled out in the other direction or orientation is often the same, but can also be a different text. Douglas R. Hofstadter describes an ambigram as a "calligraphic design that manages to squeeze two different readings into the selfsame set of curves."
According to practitioner John Langdon, ambigrams were independently invented by himself and by Scott Kim in the 1970s. Kim used the name Inversions as the title of his first collection in 1981. The first published reference to "ambigram" was by Hofstadter, who attributes the origin of the word to conversations among a small group of friends during 1983–1984. The 1999 edition of Hofstadter's Gödel, Escher, Bach features a 3-D ambigram on the cover.
Ambigrams became much more popular as a result of Dan Brown incorporating them into the plot of his bestseller, Angels & Demons; Langdon produced ambigrams that were used for the book cover, and a link to his website from Brown's meant he was "suddenly inundated" with commissions.
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