The Princess Bride is 20 and still Enchanting

princess bride's new logo

As Josh mentioned earlier, today's DVD re-release of the classic Rob Reiner fairy tale "The Princess Bride" is happening now to celebrate and coincide with the film's 20th anniversary.

The problem for the MGM marketing team was how do you repackage a movie that everyone has seen and everyone loves, and everyone loves it so much they have probably memorized most of it?

One way to do it is to create a title logo that's so excellent that you can build a whole box cover out of it. Yes, the answer was an ambigram!

After the jump check out the trippy logo as it appears on the "As You Wish" box cover as well as some other forms of this style where upside-down-is-the-same-as-right-side-up.

Princess Bride made a box cover that rewards you when you pick it up and turn it around, because then you see the ambigram in full effect.
princess bride box cover circa 2007

The so-called inventors of glam rock, Angel, used an ambigram as their logo in the '70s and '80s
angel was the first ambigram i ever saw on a record

Paul McCartney used an ambigram on Chaos and Creation in the Backyard

Aerosmith probably has pulled off the ambigram the best
Aerosmith ambigram

Although Kelly Ripa's is pretty hot
Kelly Ripa ambigram

Management company Blacksmith represents
Entertainment management company Blacksmith

Not only an ambigram, but people used to say that they could see the word "devil" in Dio's logo - if you turned it upside-down, of course.
dio was more of a gremlin than a devil

Reporting for LAist,
tony ambigram