Ambigram: in this case 180 degree reading symmetry
I believe this was inspired by an Omni Magazine article(s?) long before Dan Brown's novels and this type of design is harder than you might think:)
'Can You - Do This' was originally conceived and executed by me in the 80's as an optional challenge to my Studio in Art classes. It was hand done in a more-or-less oriental font...probably less.
Overall, the 'challenge' was seldom attempted as it is generally a very difficult process.
This latest revision is a take-off of the design style by Robert Langdon in Browns novel 'Angels and Demons' or maybe 'The Da Vinci Code' and done in 2004. I executed it in Corel Draw and Adobe Illustrator with the background added in Photoshop.